Google sent its advertisers into a panic back in mid 2005 when it began to implement a new keyword status policy. Each keyword in their system was assigned a minimum bid requirement. The minimum varies widely anywhere from 2 cents to a dollar or more for some keywords. 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. Not So. Should Google demand a higher bid and deactivate your terms then you have more than one option: (1) You could give Google the bid they are asking for, or (2) You can play with your ad copy and try to get the Google computers to believe that your ads are relevant and by that means lower the minimum bid required. Before going with option number one, figure if it is necessary and if you can afford it. When selecting option number two -we advise you to use this one -then this method works best: Put the keyword in to the headline of your Goodle AdWords ad. If you can't do that without screwing up the ad and making it a mismatch for all the other keywords, then do peel and stick. Take that keyword out of your list and put it into a new ad group by itself with an ad that uses it in the headline. In this manner you will be able to induce Google's computers into believing you have relevant ads. You will likely be given lower minimum bid prices also. An added advantage is that you are 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 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. 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. Having a list with keywords that dont appear relevant to your ads may cause Google to penalize you by turning those keywords off, or making them inactive.
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