Google AdWords Campaign Management: How to Get More For Less

Google AdWords Campaign ManagementThis week a business associate, let’s call him Bob, asked me for some advice on his company’s Google AdWords campaign management. He was concerned because he had seen a sudden drop off in traffic in the last few months.  When Bob had questioned Google about what to do about the problem, their answer was to increase spending.  Hmm–totally ignoring the concept of value.

So I checked out his Google AdWords account and discovered the situation was even worse.  Not only had traffic taken a nose dive, cost-per-click had escalated from $6.94 in October to a hefty $11.34 in January.  Bob was paying more and getting less. That’s a scenario I was sure he would like to flip around.

Time for some sleuthing. I discovered their click-throughs had taken their turn for the worse towards the end of October 2012.sleuthing for google adwords campaign

What happened at the end of October?

Google changed their algorithm for Google AdWords–something anyone managing a Google AdWords campaign should be aware of.  And, of course, the people answering Google’s phones might like to know something about it too so they can help people like Bob.

The big change is all about the quality score.

For the newbie this is how it works.  Google is in business, like the rest of us, to make money. So they want to get as many clicks as possible out of the ads appearing on Google.  This means they want to:

  •  assure that the ‘clickers’ receive relevant results, making it more likely they’ll continue to click on ads,
  • put the ads most likely to be clicked on higher on the page so they can reap the rewards from that ad.

Therefore, they assign each ad a quality score.  The top spot on the page doesn’t go to the highest bidder.  It is awarded to the ad that has the highest result from this equation:

Bid x Quality Score=position

The exciting part of this is that you can actually move to the top Google AdWords position without being the highest bidder on a keyword.

Some of the factors included in a quality score are:

  • Click through rate
  • Relevance (whether your text includes the selected keyword)
  • The overall click through rate of all the keywords in your account.  (They don’t want you to be using these ads just for branding—in other words, just to get impressions without the click throughs.)
  • The quality of your landing page.

And toward the end of October Google increased the importance of the quality of your landing page in their equation.  Obviously they had decided Bob’s landing pages were not as good as some of their competitors.

To improve your quality score, lower your cost-per-click and position your ad higher on the search engine results, you need to:

  • Make sure your ad includes the keyword in the title and text as long as it can be done without impacting the click-through-rate.
  • Write a persuasive ad that encourages click-throughs.
  • Make sure that your landing pages are chock full of relevant information for people searching on the keyword used in your campaign.  And for your own sake, make sure that you’ve set your landing pages up so they encourage conversion either to a sale or a lead.

This is just one aspect to Google AdWords campaign management.  There are many more intricacies that can increase your return on investment.  I’ll be blogging about them but if you need help now, call Carolyn Frith Marketing at 610-340-0622. Also, for more help on Internet marketing download “How to Transform your Website into an Internet Marketing Machine.”

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