Help! Google Est Avg CPC doesn't add up!

Discussion in 'Google AdWords' started by nicnel, Apr 10, 2007.

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  1. #1
    I would really appreciate some help on this!

    Google says that the ave cost per click in order to get to the 1-3 positions is £1.00 - £1.32 (for illustration purposes), and I have set the bid to £2.00, however, the ad is still sitting at an ave position of 6.6.

    Now - is this likely due to the quality score given to the ad wording and landing page? Or am I missing something?

    The conversion % is 1.63% for this particular phrase.

    Any advice would be greatly received.
     
    nicnel, Apr 10, 2007 IP
  2. JF-Panther

    JF-Panther Peon

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    #2
    Have you checked the quality score? Is the term reflected in the landing page?

    I think your right about QS being the issue.
     
    JF-Panther, Apr 10, 2007 IP
  3. nicnel

    nicnel Peon

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    #3
    Thanks for respond JF - the QS for the keywords is all "Good", but no the phrases do not always appear on the landing pages!

    Ooops - is this a fairly major oversight?
     
    nicnel, Apr 10, 2007 IP
  4. JF-Panther

    JF-Panther Peon

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    #4
    Yeah, the more often the keyword appears in the content the better.
     
    JF-Panther, Apr 10, 2007 IP
  5. mrlynam

    mrlynam Active Member

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    #5
    avg postition will be 6.6 buts that only because sometimes the ads are place on page 100 or sometin so the ads are usually at postion 1-3 but not always.so the average is 6.6 because of the occasional time its on a far away page.

    get it?
     
    mrlynam, Apr 10, 2007 IP
  6. Josiah

    Josiah Banned

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    #6
    If I were you I would rely on Google's calculations...

    Just go for a lower CPC with some good copy... that way you'll get top positions in no time
     
    Josiah, Apr 11, 2007 IP
  7. CustardMite

    CustardMite Peon

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    #7
    One quick thought - look at the other adverts above you - do they look like they've been written by Agencies (e.g. keyword in title, capitalisation, strong call to action etc).

    If so, they've probably got very good Quality Scores, and merely having a quite good Quality Score could be setting you back quite badly - if their Quality Score is twice as high as yours, then they pay half as much for the same position.

    That said, I don't think that's the problem here - I'd be surprised if Google's estimates are advanced enough to base your predicted QS on the QS of your competitors - it's worse than useless when forecasting traffic, so I think it's quite basic. Google's estimates are very shaky, and I wouldn't recommend relying on them any more than you absolutely have to...
     
    CustardMite, Apr 12, 2007 IP
  8. shorebreak

    shorebreak Peon

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    #8
    We manage US$350M+ in annual ppc spend for our clients, and realized a loooong time ago that Google's Traffic Estimator is 30-50% of, 70%+ of the time. It's a rough estimate that is only directionally accurate.

    To really know what CPC will yield what position, you have to model your own historical and actual impression/click/cost data.
     
    shorebreak, Apr 12, 2007 IP