Relevance: How Important Is It In PPC Management
In summer of 2005, Google advertisers panicked as Google started implementing a new policy of keyword status. Each keyword in Google’s system now has a minimum required bid. It can vary wildly, from two cents up to a dollar or more in some markets.
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.
Many watched as their precious five-cent minimum bids got jacked up to ten and twenty cents and more. Some who based their entire selling strategy on this minimum price thought it would kill their business.
It didn’t. If Google deactivates keywords and demands higher bids for them, you’ve got two options, not just one: (1) Bid what Google asks, or (2) tweak the copy of your Google ad to convince Google’s computers that the ad is relevant, thereby lowering the minimum required bid.
If you’re thinking of choosing option 1, make sure you really need to and that your budget can support that decision. With the second choice -this is the suggested one-then use this device:
Put the keyword in to the headline of your Goodle Adwords ad.
If doing that messes up your ad and creates havoc for all your other keywords in the ad group, then you can try ‘peel and stick’ Remove that keyword from your list and create a new ad group for that word alone and write an ad using that keyword in the headline.
In this manner you will be able to induce Google’s computers into believing you’ve relevant ads. You’ll likely be given lower minimum bid prices also. An added advantage is that you’re 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’ve a high Click-Through-Rate. They can only do that if it perceives that you are using your keyword in your ad.
So when all is stated and done, the test isn’t in whether you’re actually relevant to consumers; the test is only in what Google’s personal think looks relevant.
By putting their system together this way Google is driving you to do what other more experienced marketers have been doing all along. That is they are separating their lists into small-scale groups with a narrow focus.
You might be penalized by Google if you have keywords on your list that arent relevant to your ad. They’ll do this by making those keywords inactive.
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