Google’s aim is to serve the best search engine results to it’s user and this is why it has become the most important search engine on the Internet. Their main aim is ensuring that the adverts displayed are relevant and beneficial to the users so that their hard work done in building the reputation of the search engine is not damaged.

The same principle applies with their AdWords program as well. I hear you cry but surely the bidder that is willing to pay the most for the keyword will display higher? Yes more then likely they will however it will cost them.

Google introduced a relevancy score on all keywords as well as a quality score. If your ads are targeted and effective it will mean that the cost per click will come down and also your advert will move higher up. Google are interested in making money so if your ad is performing and making them money as well as having a high click through rate your on to a winner.

Whenever I setup a new campaign I usually start the bidding high on keywords just to wake the competitors up. This does make those early click troughs expensive but at least gets me noticed and allows me time to look at the quality score of a number of the keywords while maintaining high visibility.

If my competitors are aware they will usually react and increase their bids. Now with a good sales message, content and the correct destination URL I should be getting a good click through rate percentage and improving my quality score. The most important part is that I am converting these new clicks into sales or leads.

After a couple of weeks I then drop my click price by 12% lower per bid and still maintain my position. Why? Because quality score, relevance and testing are so important. I keep this going dropping 10-12% each week until I notice a drop down the listings.

A few other good strategies to improve the quality score are as follows:

1. Make sure the ad groups are highly specific.
2. Use dynamic key phrase insertion or write title that includes the key phrase.
3. Check that the quality score of the key phrases are “great” with a few “OK”. If you have a poor/OK scores then split the key phrases into smaller ad groups.
4. Your quality score will change once the campaign is live due to the effect of the click through rate.

For more information why not contact me for free advice on how to setup an effective AdWords Campaign on 0871 705 7000 or contact me.