Highest Bid Is Not Highest Rank!

Hey, I was jut talking to a client and realized it may not be clear why the last post is so important. It is important because Google does not serve up ads based on who the highest bidder is, they consider relevance (a human actually looks at the ads and landing pages) and click through rate (one other way of measuring relevance).

Google wants to give the searcher what they want, or as close to it as possible, even in the paid listings. The higher your click through rate (%) the more relevant you look and the less you have to pay for a top listing. One good trick is to include the search term you bid on in the title of your ad and the headline of your landing page – even better, put it in the URL of the landing page too.

Keep coming back, or subscribe to my feed so you don’t miss any breaking news of critical tips!

Ken

The 10 Most Guarded AdWords Secrets

While Google AdWords is a revenue generating machine for the savvy advertiser, 9 out of 10 people often FAIL in their first few attempts to create an effective campaign.
That is why I have created this report – to help these new or not-as-experienced advertisers battle through the initial learning curve, and to implement a few very simple but effective strategies that will help you achieve your advertising goals and improve the overall performance of your advertising campaign.

1. Expand Relevant Keyword Terms
Keyword relevancy is the KEY to success with Google AdWords.
While it may be tempting to include all sorts of keywords you can get your hands on, be aware that this is often the #1 mistake advertisers make when creating their first campaign.
The keyword term qualifies the user as someone who is interested in the your products/services. For this reason, we need to make them as relevant as possible.
Do not go out on a whim and start adding terms that are somewhat related, because, chances are, even if users do find interest in clicking on your ad, they will end up leaving your website without making a purchase because your product/service was not exactly what they were looking for.

2. Be Familiar with the Various Matching Options
While broad match is the default match type and should be used more than 90% of the time, you should also be familiar with the other matching options that are available to you.
Selecting the right match type will increase your performance potential and for driving clicks/sales.
If you are unfamiliar with the different matching options, here is an example:
When tennis shoes is broad matched, your ad will show when users search on the keywords tennis and shoes, in any order, and even if the query includes other terms, such as tennis rackets and shoes.
With broad matching, the keyword is also automatically enrolled in expanded matching. This means that Google will show the ads for other relevant terms and variations (such as tennis sneakers) even if these terms are not included in the keyword list.
When tennis shoes is phrase matched, your ad will only show when users search on the keywords tennis shoes in that order. For example, queries red tennis shoes and tennis shoes sale will generate your ad, but not shoes for tennis.
When tennis shoes is exact matched, your ad will only show when users search on the keyword tennis shoes. This must be typed in exactly in this format. No other variations of this term will trigger your ad.

3. Use Negative Keywords Read more

What Are PPC and Google AdWords?

PPC stands for Pay Par Click and AdWords is Google’s version of this type of advertising. In this category, we will discuss how to place higher in AdWords while paying less than your competitors, how to write your ads and how to build the pages you send the searchers to — called a Landing Page.