Google Adwords Tips

Google Adwords has morphed into an unforgiving beast for its users over the years. It is not simple; it once was when Google started its Adwords system. Google has made Adwords so complicated that there is a practical entry barrier for beginners to this game. But it doesnt mean you cannot beat Google at its own game.

Click Through Rate (CTR) is very important for the success of your campaigns. CTR is the number of clicks in 100 impressions your ad will receive. In order to get a good CTR, you need to learn how to write enticing ads for the people to click. It is a delicate balance. High CTR may not result in good conversions. Aim for a CTR above 2%.

The most important thing for you to understand what Google calls Quality Score. Google Quality Score is a dark secret only known to Google. Google can only tell you whether your campaign Quality Score is Great, OK or Poor. It primarily depends on your website when you start a new campaign but later on may depend on other factors like CTR. High Quality Score means low minimum bid like $0.02-0.04.

Quality Score depends on your website. Google wants a relevant website for the keywords on which your ad is going to be shown. A poor quality score means that your website is not relevant to the keyword that you want it to advertise on.

In case of a poor quality score, you can optimize your website and resubmit it to see whether Google likes it or not. But in my opinion, once Google has assigned a poor quality score, it will not change its opinion easily so be careful and dont use a website that you think is not relevant from the very start.

First optimize each page of your site for one particular keyword. You will need to do some SEO for that. Only when you are satisfied that your site is relevant, make a new campaign using the optimized page for that keyword. Google likes to see quality content being advertised on its site and does not want to see poor website being advertised. Poor websites means poor user experience that harms Google in the long run.

What position your ad will be shown? It depends on Ad Rank. Ad Rank= (CTR) (Your Bid) (Quality Score). Get a great quality score, initially bid high to get top 3 ranking to build up a good CTR for your campaign. Once, you have CTR higher than 2%, lower the bid to see if it works and do not affect the CTR.

Google also maintains a quality score of your general account. Your overall CTR in the account should never ever fall below 1% in my opinion. If your account gets assigned a poor quality score, it will affect your new campaign as well and if your account has a great quality score, Google will reward you more by assigning very low minimum bids for new campaigns as well. Be careful!

High CTR and good initial quality score does not mean that you are in safe water. All of a sudden your campaign can receive the infamous Google Slap. Google slap is to tell you that dont use Google Adwords anymore. There are ways to beat Google at its own game. You need to use Google Ambush!

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3. Adwords Management – 7 Keys to Success: Part 2
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