PPC Management: The Value Of Relevance
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.
For those not willing to put up the minimum bid for a specific keyword, Google simply flips your keyword to inactive and your ad won’t show up when that term is used in a search. As long as you bid the minimum or more, they will show your ad.
There was a hoard of people who saw their cherished 5-cent minimum bids raise all the way to 10 and 20 cents or more. There were some who had based their sales plan completely on 5-cent click who believed it would ruin their productivity.
Not So. Should Google demand a higher bid and deactivate your terms then you have more than one option: (1) You could give Google the bid they are asking for, or (2) You can play with your ad copy and try to get the Google computers to believe that your ads are relevant and by that means lower the minimum bid required.
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:
Place the term and put into your ad in the headline.
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.
In this manner you will be able to induce Google’s computers into believing you have relevant ads. You will likely be given lower minimum bid prices also. An added advantage is that you are almost assured a higher CTR.
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.
Actual relevancy has nothing to do with the matter what it all comes down to, is whether the Google computers see my ads as relevant.
Still, by setting up its system this way Google is now forcing you to do with your keywords and ad groups what successful advertisers already do: break everything down into small, tight 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.
Tagged with: Internet Marketing
Filed under: Internet Marketing
