Advertising in Google AdWords is really hard: The quality score of a keyword is supposed to use for awarding a good ad, but to me it seems that it is a great excuse to overcharge advertisers ( I have two almost identical keywords in the ad, “good nearby restaurants” and “good restaurants near me”, and the latter one received a worse quality score and most of the clicks were stuck to it instead of the former one!). And more shocking is, as the owner of the “AlphaGo” (called Alpha Dog in China), Google cannot get its machine learning around my account’s Central Time to peak my ad’s shows at Pacific Time lunch time and dinner time! I had to call a rep to change my account’s time zone manually to correct the two hours off 
With that and holiday and weather, the first week’s result from Black Friday 11/23 to 11/29 was a bit compromised I guess:
-
24 clicks out of 547 smartphone impressions, i.e., 4.39% Click-Through-Rate, which is much better than the average of 2.18% for Travel&Hospitality industry, considering the average of 1.91% across all industries;
-
18 individuals from the 24 clicks above actually landed on the demo page (without the address input section), some double-clicked I guess. Out of the 18 users, 4 users tried the walking distance search, and 2 of them went ahead required the addresses.
Though the search tool usage rate (4/18=22%) is low, 50% of the folks who tried the tool eventually required the final product ( felt kinda useful to them) is a pretty good result. But It could go much lower with more tryouts coming in following weeks.
