Google Adwords Bidding Anomoly?

[Mark Furber]

Hi All, this is my first post to this forum.

I have an Adwords account and lately i have been noticing some disturbing results upon more in-depth keyword bidding analysis that looks on the surface like Google is ignoring my settings and making me pay 2 or 3 times the max CPC i have defined!

Please note I have no broad match words in my campaign at all only exact and phrase. So lets say i add the phrase match, close variant keyword "flight simulators" and set a max cpc of £4.50per click. to my mind no click should come in more than that as i have turned of "accelerated cpc" How is google then charging me £9.54 for a variant that is in fact a misspelling as well as a niche keyword such as "flitht simulrtrs"?

I am using a manage by own clicks strategy and not an accelerated or google take your money strategy so i can, haha, manage my own budget. It feels as though regardless of what parameters for managing click rates i employ, google ignores them and charges me ridiculous amounts for irrelevant and cheap niche terms!

I did speak to the helpdesk and they just said that Google algorithm must have concluded that the misspelling was infact extremely competitive, i wont repeat what i said to the chap at that statement. I also tried to log the fault on the Google forum but it only allows 100 characters so impossible to make my point!!!

Any ideas?

 

[cts1975]

Can you not delete or pause the irrelevant and cheap keywords you mentioned as a starting point?
I'm pretty convinced Google have been changing some of our settings and bids in the last few months. They have added keywords and phrases that we would categorically never use so I'm interested to see what this thread will bring.

 

[cts1975]

Can you not delete or pause the irrelevant and cheap keywords you mentioned as a starting point?
I'm pretty convinced Google have been changing some of our settings and bids in the last few months. They have added keywords and phrases that we would categorically never use so I'm interested to see what this thread will bring.

 

[CharlotteS]

Hi Mark,

Accelerated is about how quickly you spend your budget, and doesn't change your keyword bids at all....

However, what type of bidding strategy are you using? In terms of paying more for your cpc, it sounds like you have ticked "enhanced cpc" or, you are using an automated bidding strategy. Or... you have increased bid adjustments on the account.

Bear in mind that unless you turn it off, Google automatically applies it's recommended settings (money wasters) if you don't dismiss them within two weeks.

The mis-spelling - that is standard (and in most cases, useful), for example, when you type in say flght smulatrs - Google does know what you're trying to say and will give that "did you mean flight simulators" alongside serving ads for that keyword. Words spelt that badly are not a result of someone who can't spell - more someone faffing around on their mobile and knowing that Google will correct it.

Your options are - use exact match only (be aware of how much volume there is though).
Ensure that you are regularly checking the search terms report and add negatives as they appear (very important no matter what you are doing).

The most important thing to be looking at is how these keywords convert. Clicks mean absolutely zilch if they aren't offering a return.

 

[CharlotteS]

Can you not delete or pause the irrelevant and cheap keywords you mentioned as a starting point?
I'm pretty convinced Google have been changing some of our settings and bids in the last few months. They have added keywords and phrases that we would categorically never use so I'm interested to see what this thread will bring.

Keywords that actually trigger your ads are based on your match types. For example if you are using broad match for say, "luxury holiday" the chances are that someone searching "luxury apartment" (e.g to rent) will see your ad - and potentially waste your budget. Even with exact match, Google may use variations.

Also, as mentioned above - Google will automatically now apply their suggestions unless you turn this setting off. See link from Google here - https://support.google.com/google-ads/answer/7498247?hl=en-GB[URL]https://support.google.com/google-ads/answer/7498247?hl=en-GB[/URL]

 

[wevet]

Hi Mark,

I have just posted on the main forum about me trying to get a CMA investigation into Google and it's policies:

Your expeerience precisely mirrors mine. I have a niche business and from fairly stable pricing for the lat 7 years some of my PPC costs have risen by over 800%. My average PPC is now 130% higher than before July. I have been in contact with those who use my favoured keyword/s earch terms and none, and I accept their word, have made any aggressive move to improve their placements.

I too have spoken to Google who have fobbed me off with blather.

Google are clearly abusing their position so anyone interested in jing my move to get the CMA to invetsigate please PM me.