I have a few questions based on a few things I've seen and read: 1. How many keywords do most people use in an AdGroup? I've heard to load them up, I've heard to use a few. My feeling was to use as many as possible that might get you a click, but that could hurt my overall quality score for my ad. True? 2. Since the goal is to get the landing page optimized with all the keywords in an ad group, should you EVER use keywords that aren't on your landing page? Or is the only problem low Quality Score? For example, if I sell Maroon Cars, some people would call that dark red. Logically, I shouldn't write copy that flip flops between calling it maroon cars and dark red cars. It would be schizophrenic. 3. Is it OK to have a 'tags' section on the bottom of your landing page and list the keywords that can't fit into the copy there? Like plurals of keywords, keywords that are used but aren't semantic? Or in this case, 'dark red cars' 4. I have actually tried that tags section idea once and put keywords there that aren't in my body copy, but it didn't help my quality score at all (poor). Maybe this was a fluke or there's more to it. How long should I wait for a change? Or is it possible that I need to have this keyword listed more than just my 'tags' section? 5. I read that some people have a different landing page for each keyword. If I have 50 relavent keywords, I should have 50 landing pages and feature that specific keyword repeatedly? Thanks for your help!
hi I think the best thing you shuold do is use google suggestions if you have lots of keywords, it doesnt mean that you have to had lots of landing pages, they all can land on the same page
You don't want too many keywords in an Adgroup. The Quality Score looks for your keyword or similar terms in the Advert Text - clearly, this is harder to do, the more keywords you have in an Adgroup. At the other extreme, you probably don't want individual terms to have an Adgroup of their own, unless they are getting significant traffic. The 'long-tail' of keywords individually get very little traffic, but still need to be managed and optimised... 2. You want to include keywords that make money, and not ones that don't. The objective of your campaign is to make money, not to get the best Quality Score that you can. If you get more searches for Dark Red cars, and the traffic is profitable, then you should probably be bidding for them - but you'll have to do the sums to work out where best to spend your money. 4. If you've got a 'Poor' Quality Score, and there's nothing obviously wrong with your landing page, then you may want to look at your clickthrough rate (and position). What sort of CTR are you getting? Also, are your keywords in the advert title? That'll also help... 5. In general, I select landing pages based on getting people to convert - this is more important than the impact on your Quality Score, in general. Remember that the Landing Page affects only your Minimum Bid Quality Score, not your Ranking Quality Score. So as long as you are comfortable paying the minimum bid, forget about the effect of the Landing Page on your Quality Score.
I have similar questions as user "fromtherooftops" and was hoping to get some points/clarifications on which way to proceed. For example, if you’ve been monitoring some competition for a while and you wanted to start a PPC Adwords campaign, which method would you employ for the keywords and why? Lets take a popular example, for instance “web hosting†or any popular search term for that matter. Would it be better to dig deep using the likes of WordTracker to find the long tailed keywords with low traffic and competition (finding a niche) with low starting bids to become active and start several tight groups using dozens and dozens or maybe a hundred or so of phrases. Then pause or delete the ones that don’t get clicked on or receive impressions over weeks then raise the costs of the starting bids to get higher on the page of the keywords that prove more popular in that niche? Or, choose a dozen or less very popular keywords around that highly searched term, obviously with much higher starting bids to get you anywhere near the first or second page but sure to be clicked on because of the popularity of the search term? Or will the latter depend on if you are offering a high value back-end product and being a cost loser in order to acquire that customers email address, but then again using my example, there may not be a high back-end product? Being newbie’ish but reading lots including this forum and wishing to soak up as much info as I can, I’m just trying to understand the mindset of the pro PPC adwords advertiser. I thank you for your opinions Ian
The way that I approach it is to forget about the keyword generation tools, at least to begin with. It really depends on what you're doing. For example, if I was putting together a list for a retail website, I'd list each of their products, then generate a list of keywords starting with the most specific (which will have the lowest traffic, but generally the best profit per click). See here for an example: http://www.epiphanysolutions.co.uk/...adwords-campaign/generating-lists-of-keywords If I was generating a keyword list for a service, I'd do something similar (list the services, then find alternative names for them - perhaps using a keyword suggestion tool at this point). Certainly I would say that the 'long-tail' of very specific terms are worth bidding on, at least initially, as the searcher has a clearer idea of what they want, and are hence further along the purchasing process. In terms of setting your position, then I'd suggest one of two approaches. If you have a limited budget, then you want to get as many clicks as possible for your money, so set your bids to last all day (it'll take a few days to fine-tune it). Once you've got there, adjust the bids at an adgroup level, to increase the traffic through the better-performing adgroups, and reduce or stop the traffic through the underperforming adgroups. See here for an example: http://www.epiphanysolutions.co.uk/...rds-case-study-part-1-setting-up-the-campaign If you have more money available than you are likely to spend, then you need to find your sweet-spot for each adgroup, then eventually keyword. This is the most profitable position, and depends on cost per click (and the position that gets you), clickthrough rate, conversion rate and conversion value (and profit margin). This is quite a good article discussing it: http://www.epiphanysolutions.co.uk/google-adwords/ppc-advertising-where-is-the-sweet-spot.html
Thanks for the info "CM". I've bookmarked your pages so that I can read them over and over again and hopefully digest and store the info in my little ageing grey cells. On a final note, just noticed that you are in white rose county and I'm in red rose. Once again thanks Ian
Steve "CM" You don't happen to have a downloadable version of your info do you that I'm able to print off and read at my leisure whilst tucked up in bed with my cup of coco? Thanks Ian PS.You didn't get to Leeds via the canel then I hope? I'm in the middle approx of both, rainy Burnley. Hope you didn't get the floods where you are?
So we have 2 kinds of Quality Score? The minimum bid quality score we can see in the columns in our keywords tab. But there's an unseen Quality Score? This 'ranking quality score'? What is the value of the ranking quality score if it doesn't affect my cost?
Also, when you say "are your keywords in the advert title", if I have 50 keywords, it's usually only possible to get one keyword phrase in the ad copy without the ad sounding silly. Maybe two or three if I'm creative. But if I have 10 "poor" keywords, and my keywords ARE listed on my landing page, what else can I do? See, I'm a little confused on exactly how smart Google is. Here's my sceneario - one of my campaigns leads users to a product page selling 4x4 diecast trucks. I have these keywords: 4x4 "4x4" [4x4] 4 x 4 "4 x 4" [4 x 4] Now, the actually ad copy states 4x4 at least 5 times. It states 4 x 4 once (notice the spaces); yet, my 4x4 keywords are poor, and my 4 x 4 keywords are good. How do I get the good to become great, and the poor to at least become good? What else could I possibly do? I can't put 4x4 and 4 x 4 in the ad copy. I tried a 'tags' section at the bottom of the page - taking a chance that it was google bombing - and stuffed it with more 4x4 references to bring up the poor rating, but nothing happened. How long does it take for my landing page changes to get noticed anyway?
It does affect your cost - see this page for an example on this:http://www.epiphanysolutions.co.uk/...quality-score-to-decide-your-adverts-position Google describes it briefly here:https://adwords.google.com/support/...=ranking+quality+score&topic=&type=f&onClick= In summary, Google adjusts your bids using the Ranking Quality Score. So if you bid $0.50 with an RQS of 1.0, and somebody else bids $1.00 with an RQS of 0.4, your advert will appear above theirs. But you can't see what your RQS is, only the Minimum Bid Quality Score, which has similar inputs, but also considers your Landing Page quality. Since they aren't words, per-se, Google may have problems with that one, though the same question could be asked of any words that can have a space or not. For example... OK, I can't think of one at the moment (other than one of my client's names). It's not clear how good Google is at mis-spelling either. Do different spellings of the same word need seperate adverts? In general, if you're in any doubt, use another Adgroup. Group keywords with the same keywords in, if the same advert would be appropriate.