PLAs perform better than text ads<\/a>, and Google appears to be giving PLAs more and more prominence.<\/p>\nDay Parting: All AdWords, All The Time<\/h2>\n
“Standard” setting users are not shown day-parting options, whereas the “all features” users at least get the ability to click and open a section on day-parting:<\/p>\n
![\"adwords](\"\/\/www.w3.org\/2000\/svg'%20viewBox='0%200%20600%20460'%3E%3C\/svg%3E\")
![\"adwords](\"https:\/\/searchengineland.com\/wp-content\/seloads\/2013\/12\/ad-scheduling-600x460.png\")
<\/p>\n
Depending on the business, day-parting can be very important. For example, brick-and-mortar businesses that do not have online storefronts are usually better off shutting off ads when their store is closed. B2B companies see conversion rates drop over the weekends.<\/p>\n
Moreover, the options shown above aren’t even the most advanced choices — power users can also make bid adjustments by time of day, as opposed to just on\/off functionality.<\/p>\n
Ad Rotation: CTR FTW!<\/h2>\n
“Standard” users don’t get to choose ad rotation preferences. “All features” users can open up a hidden field to make their choice, although the “recommended” and default choice is to optimize for CTR:<\/p>\n
![\"adwords](\"\/\/www.w3.org\/2000\/svg'%20viewBox='0%200%20600%20231'%3E%3C\/svg%3E\")
![\"adwords](\"https:\/\/searchengineland.com\/wp-content\/seloads\/2013\/12\/ad-rotation-600x231.png\")
<\/p>\n
My preference is to optimize for a combination of CTR and conversion rate, but given that this isn’t a choice, I’d rather chose to optimization for conversion rate.<\/p>\n
Keyword Matching: Close Only Counts In Horseshoes & Hand Grenades<\/h2>\n
The last “all features”-only option allows advertisers to opt-out of exact and phrase near-match:<\/p>\n
![\"adwords](\"\/\/www.w3.org\/2000\/svg'%20viewBox='0%200%20560%20148'%3E%3C\/svg%3E\")
![\"adwords](\"https:\/\/searchengineland.com\/wp-content\/seloads\/2013\/12\/keyword-matching-options.png\")
<\/p>\n
I haven’t seen a huge impact one way or the other from this feature, but when in doubt, I prefer to have more control over my keywords, so I opt out.<\/p>\n
The Average Man Thinks He Isn’t<\/h2>\n
As I’ve said numerous times in this article, I don’t fault Google for making choices in the name of simplicity. Amongst self-serve online advertising platforms, Google has the best training and FAQs and the easiest-to-use interface. All that being said, the things that are missing from the default campaign settings in AdWords are the nuances that often make or break an account.<\/p>\n
And, this ultimately goes back to my original point: people who think they know AdWords but actually don’t will get burned badly by simply following AdWords’ recommended settings. If you think an expert is expensive, wait until you see what a novice will cost you!<\/p>\n
\nContributing authors are invited to create content for Search Engine Land and are chosen for their expertise and contribution to the search community. Our contributors work under the oversight of the editorial staff<\/a> and contributions are checked for quality and relevance to our readers. The opinions they express are their own.<\/em><\/p>\n
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![\"device](\"https:\/\/searchengineland.com\/wp-content\/seloads\/2013\/12\/adwords-device-selection.png\")
![\"adwords](\"https:\/\/searchengineland.com\/wp-content\/seloads\/2013\/12\/location-options-600x343.png\")
![\"adwords](\"https:\/\/searchengineland.com\/wp-content\/seloads\/2013\/12\/ad-extensions-600x249.png\")