PPC Management: The Value Of Relevance

In the middle of 2005 Google began a new keyword status policy that put panic into the hearts of their advertisers. Now all of the keywords in Google's system had a required minimum bid. The bid could be anything from two cents all the way to 1 dollar or more.

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.

That did not happen. When your keywords are deactivated and Google requires a higher bid, you have not one, but two options: (1) Give Google what they require, or (2) Fine tune your AdWords ad copy to convince Google's computers that your ad has relevance. In that manner you can lower your minimum bid requirement.

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:

Put the keyword in to the headline of your Goodle AdWords ad.

If you can't do that without screwing up the ad and making it a mismatch for all the other keywords, then do peel and stick. Take that keyword out of your list and put it into a new ad group by itself with an ad that uses it in the headline.

That will convince Google's computers that you're writing relevant ads, and you are likely to be allowed to bid a lower price. More importantly, you're all but guaranteed a higher CTR by doing this.

It's an unfortunate fact that you're not really being judged on relevance here, you're being judged on perceived relevance. Google's system won't necessarily offer you a lower minimum bid price because you've got a high CTR; the system will only do so if it sees that you're using your keyword in the 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.

Having a list with keywords that dont appear relevant to your ads may cause Google to penalize you by turning those keywords off, or making them inactive.

Article Source: http://www.a1-optimization.com/articles

With over ten years of experience in adwords campaign management , Kirt Christensen, will share his expertise in managing adwords, by giving you tips he found that work (and some that don't work). www.managemypayperclick.com">www.managemypayperclick.com This article is available as a unique content article with free reprint rights.

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