What should I do if the price of Google UAC advertising suddenly increases?

When placing Google UAC ads , especially UAC1.0, the important indicator to pay attention to is the unit price. Basically, the type of advertising used to obtain installations, the unit price, and the quality of users directly determine the size of the budget investment.

Sometimes optimizers may feel that there are no adjustments to settings such as budget and bid, but the unit price increases inexplicably. For the Google system, among the factors that affect the unit price of UAC ads, in addition to budget, bid and regional settings, another major factor affecting the unit price is the material. At this time, it is actually easier to obtain obvious results by analyzing from the material data.

Therefore, if the price of Google UAC suddenly increases, you can consider the following aspects.

Look at the overall conversion

If the unit price of an ad suddenly increases, consider whether the conversion rate has changed. The conversion indicators here include click-through rate and conversion rate. You can first look at the daily data at the campaign level to see if there are any changes in the click-through rate, the conversion rate, and whether the overall conversion efficiency has decreased.

Image source: I sent a few

If an indicator does become lower, you need to pay attention to whether there are changes in the delivery network. By comparing the network changes of the day before yesterday/yesterday/today, or observing the changes in the past 7 days, you can basically determine whether the network delivery trend is stable.

Image source: I sent a few

If there is no change, you can go directly to the [Advertising Creative Resource Page] to select a time period, sort by click-through rate, observe the changes in click-through rate in recent days, and select the materials with gradually decreasing click-through rate; then sort by conversion rate, observe the changes in conversion rate, and see if there are any materials with a significant decrease in both indicators. If so, you can choose to replace or delete the material, and at the same time add high-click or high-conversion material content to fill the material slots.

Image source: I sent a few

If the conversion network changes, you need to continue to pay attention to the material placement.

View material placement

The CPI trend based on the delivery network is: Search>Youtube>Display. In other words, Search is the most expensive, followed by YouTube, and the cheapest is Display. This ranking may not be applicable to all products. It is recommended to make a comprehensive judgment based on the historical data of different products in the account running on different delivery networks.

If the delivery network has changed, it is very likely that the volume that was originally on Display has now moved to YouTube or Search. The high unit price and the fact that it is displayed on YouTube and Search does not necessarily mean that the effect is poor. It may also be because the Google system believes that the material can obtain better placement opportunities. Therefore, it is recommended to comprehensively consider whether to control the changes in network traffic based on subsequent retention indicators.

When the delivery network changes, the large-scale creatives are likely to change as well. For example, if you suddenly switch to search ads, the cost of text ads will generally be higher; if you switch to YouTube ads, the proportion of videos may be higher. If the high unit price is caused by the material placement, you can refer to the previous article introducing Google placements to compare and see if there are any materials of the corresponding placement size that are relatively large in size recently. As long as the materials of that material placement are removed, the basic traffic will be effectively controlled and the unit price will be adjusted accordingly.

Objective market environment

In addition to lower conversion efficiency and changes in material placement, there are some situations that may be caused by market changes. For example, competition begins to appear in the top traffic, which will directly lead to an increase in CPM. Even if no adjustments are made or the placement of the material does not decrease, the unit price will rise accordingly. The changes brought about by the market environment are relatively objective factors. What we can do is to stabilize the data as much as possible, remove some materials with higher unit prices, and constantly look for materials with more competitive advantages.

To sum up, with the change in basic unit price, what UAC Advertising can do is to analyze the conversion of the materials, layout, traffic changes and market environment, find out the reasons for the changes, and ultimately decide the direction of adjustment. The adjustments are more about materials, and the purpose of controlling the overall unit price is achieved by replacing and deleting materials.

Author: Network

Source: Internet