I recently tried the Conversion Optimizer for Adwords on a client of mine. The results were impressive and I would highly recommend it. They were not evenly divided, however. I have two campaigns to which I applied the Optimizer. One campaign particularly targets branded terms. The second campaign is more for generic terms, but certainly converting.
In the case of the branded campaign, there was a 29% increase in revenue when I compared three weeks worth of traffic. This was a great increase to report to the client! The generic terms, however, showed not increase whatsoever.
Because of the improvement, I certainly pleased with the result, but if the Conversion Optimizer knows when and when not to bid based on keyword, geographic location and other performance factors, why wouldn’t I see a greater improvement on generic terms versus the branded terms. The branded terms should have a very narrow focus when it comes to how much potential variance there is where as the generic terms would have a wider range of possible factors (keyword variations, negative terms, etc.). If Google knows better, it should know with greater certainty which terms perform.
It may be that I have not allowed the Conversion Optimizer to run as long as it needs to, so I will revisit this comparison down the line to see if it has ultimately done better with the generic terms. Other blogs that I have read (such as “Google Conversion Optimizer: The Best-Kept Secret in PPC?“) If it turns out that the Conversion Optimizer works well for the branded campaign, I may try the Enhanced CPC campaign on the generic terms.