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Relevance: How Important Is It In PPC Management |
By:
Kirt Christensen |
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Relevance: How Important Is It In PPC Management
by Kirt Christensen
Google sent its advertisers into a panic back in mid 2005 when it began to implement a new keyword status policy. Each keyword in their system was assigned a minimum bid requirement. The minimum varies widely anywhere from 2 cents to a dollar or more for some keywords.
If you won't pay that minimum for a particular keyword, Google will simply put your keyword on inactive status and won't show your ad when folks search on that term. Agree to bid the required amount or higher, and your ads will show.
Many looked on as the minimum nickel bid they counted on rose all the way to ten, or twenty cents or more. For some the foundation of their business plan was ripped out and they thought their businesses would go under.
It didn't. If Google deactivates keywords and demands higher bids for them, you've got two options, not just one: (1) Bid what Google asks, or (2) tweak the copy of your Google ad to convince Google's computers that the ad is relevant, thereby lowering the minimum required bid.
Before you choose the first option, you had better be sure that it's necessary, and that you can afford it. If you're going to choose the second option-and we strongly recommend that you do-then the trick that works best is this:
Take the keyword and stick it into the headline of your ad.
Here is what you need to do if putting that keyword in the headline throws off the match for all your other keywords. Use "Peel and Stick". With this method you move the keyword from it's original list and make it an ad group of it's own with an ad whose headline has the keyword in it.
This method will help persuade the computers at Google that you have relevant ads and you will be granted a lower bid price. The best thing is that you will most probably get higher click-through-rates.
The sad truth is that Google's computers can't judge you on true relevance only on perceived relevance. Their system can't lower your minimum bid price because you have a high Click-Through-Rate. They can only do that if it perceives that you are using your keyword in your ad.
So when all is said and done, the test is not in whether you're actually relevant to consumers; the test is only in what Google's computers think looks relevant.
Whatever the reasoning, by running their system in this manner Google is pushing you to do with your keywords and ad groups just what the more savvy AdWords managers are doing; dividing their keyword lists into small, compact groups.
If you have keywords in your list that don't show up in the ad, Google may well penalize you by putting your keywords into inactive status.
With over ten years of experience in google adwords management , Kirt Christensen, will share his expertise in managing adwords, by presenting you hints he found that are effective (and some that aren't). http://www.managemypayperclick.com">http://www.managemypayperclick.comunique version of this article.
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Article Source: http://www.statssheet.com/articles/article54873.html |
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