In summer of 2005, Google advertisers panicked as Google started implementing a new policy of keyword status. Every 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. There was a hoard of people who saw their cherished 5-cent minimum bids raise all the way to 10 and 20 cents or more. There were some who had based their sales plan completely on 5-cent click who believed it would ruin their productivity. That did not happen. When your keywords are deactivated and Google requires a higher bid, you have not one, but two options: (1) Give Google what they require, or (2) Fine tune your AdWords ad copy to convince Google's computers that your ad has relevance. In that manner you can lower your minimum bid requirement. Before you choose the first option, you had better be sure that it's necessary, and that you can afford it. If you're going to choose the second option-and we strongly recommend that you do-then the trick that works best is this: 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. This method will help persuade the computers at Google that you have relevant ads and you will be granted a lower bid price. The best thing is that you will most probably get higher click-through-rates. 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 have a high Click-Through-Rate. They can only do that if it perceives that you are using your keyword in your ad. It all boils down to whether the Google computers see you as relevant. It is not on any actuality of your ads being relevant. Still, by setting up its system this way Google is now forcing you to do with your keywords and ad groups what successful advertisers already do: break everything down into small, tight groups. You may be penalized by Google if you have keywords on your list that arent relevant to your ad. They will do this by making those keywords inactive.
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In summer of 2005, Google advertisers panicked as Google started implementing a new policy of keyword status. Every 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.
Having over ten years of experience in google adwords management , Kirt Christensen, will share his experience in managing adwords, by presenting you hints he found that are effective (and some that aren't). http://www.managemypayperclick.com Don't reprint this article. Instead, reprint a free unique content version of this same article.
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