Ever since the implementation of Google’s ‘Quality Score’ it has changed the way listings have been displayed in the Sponsored links. Not only was your ad important but it also was important to change your landing pages to ensure that the score was not lowered.
In actual fact any landing page should have been relevant to the key phrase already if a SEO strategy was in place, but for those obscure phrases and new landing pages it was emphases even more.
The new Dynamic Quality score works on a number of the same principles as before but it can utilise your landing page much more, with the ultimate goal of helping shoppers find the correct information, which in the long run should hopefully dynamically lower the over CPC and bounce rate for a PPC Campaign.
The Quality score now takes every phrase searched for and looks to the landing page to ensure that it is relevant to the searched phrase. It t hen will dynamically change the quality score, which in turn will adjust the position of the ad to ensure the end user is seeing the most relevant ads for their search. Because exact searches do not differ this will be most widely used on the broad match phrases.
Therefore to ensure that your quality score is at its best take advantage of the dynamic quality score by ensuring that all your landing pages are targeted to a not only your exact match phrase but to those phrase which might come along side your broad match phrases.
October 14th, 2008 - No Comments »
Posted in PPC Management | Tags: adwords, google, ppc, quality score, search network, seo
Google have announced that they are changing the mechanics behind bid placement within their AdWords system. Announced on the official Google AdWords blog, Judy a Google Employee stated:
“The key change to the formula will be how we consider price. Today’s formula considers an ad’s Quality Score and actual cost-per-click (CPC). The improved formula will still heavily weight Quality Score, but instead of actual CPC, it will consider an ad’s maximum CPC.”
So what does that actually mean for your AdWords campaign? How are the positions of your AdWords listings going to change? Contact one of our Pay Per Click management consultants to discuss your campaign and ensure you do not lose traffic and more importantly, sales.
August 8th, 2007 - No Comments »
Posted in PPC Management | Tags: adwords, bid management, google, PPC Management, quality score
Pay Per Click Management is a service that many companies (including Moo Marketing) offer, but what exactly is it? Many people, home businesses and multinational organisations alike make use of the Pay Per Click search networks but in order to make your spend efficient and effective your campaigns require daily monitoring. In brief this daily monitoring is Pay Per Click Management.
Lets breakdown our own service, for all of our Pay Per Click Management clients we do the following:
Integration of web analytics with the PPC Campaign(s) to ascertain current Cost per Conversion and Return on Advertising Spend (along with any other KPIs that may be deemed applicable), then, using the web analytics data we can reconstruct the campaigns to decrease the Cost per Conversion and increase the Return on Advertising Spend, without increasing the campaign budget.
Research and reconstruction of title and ad text for each search term, which appear on the sponsored search results and appropriate content networks.
In-depth PPC campaign analysis we will feed back into the management process information from the web analytics work regarding optimal times of day, geographic location of higher concentrations of visitors within the target country in order to maximise budget efficiency and increase conversion rate.
The provision of weekly and monthly summary reporting of the number of clicks, advertising cost, number of conversions, revenue, profit and Return on Investment and other information that may be bespoke to each client.
Find out more on Moo Marketing’s Pay Per Click Management services and feel free to leave comments about your experiences with Pay Per Click Management or any questions you may have.
March 20th, 2007 - No Comments »
Posted in PPC Management | Tags: adwords, ppc, PPC Management, quality score, roi
To continue on the previous brief article on Google changes
As of Yesterday Google finally implemented a new algorithm update for adwords. Like most changes made by Google it will have an effect on how well each site is listing in the search engines.
After a long conversion yesterday and noticing that some of our ads had actually dropped down the listings compared to the week before I began researching into this new algorithm. The algorithm depends on a number of things the three main ones being the ad text, the landing page and cost per click which is al based around each individual key phrase. This is slightly different to how it was ranked in the past when it was depended on things such as Click Through Rate and other factors.
Not only did the algorithm change but also did the layout and features available in the adwords client centre. Some of the possibly most important and useful things are the new ‘customise columns’ link which allows users to hide and show different features such as Cost Per 100 impression and the most important feature the ‘Show Quality Score’. This not only shows how well each keyword is performing but also where it may be possible to optimise key phrases and landing pages.
Other features which have been added such as view all adgroups and ads brings the online client centre closer to the Adwords Editor program and hopefully the adwords editor will show an error if there are changes made to the online centre which are more current then the offline to avoid overwriting changes.
So how does this affect average Joe’s website. The relevancy of the landing page is one of the key attributed to the positioning of PPC ads. Although most websites landing page will be relevant, otherwise they wouldn’t be bidding on each individual key phrase but this also means that it is more then likely that having a site optimised will benefit the PPC listings as well as the natural listings.
Once again this reinforces Google’s webmaster guidelines which points out the importance of having a site search engine friendly. At this stage I can not see an relevancy to back linking and trustworthiness of the site and would assume this should have very little to do with listings as users pay per click and should not be penalised based around the sites history instead emphasis the three key factors – keyword score, ad text relevancy to the keyword and the landing page relevancy.
In many ways this will expand search engine marketing companies work area as it is almost a prerequisite to ensure that every site is search engine friendly i.e. valid, relevant and well structured code and content. Assuming that the ranking of each vital aspect such as landing page is out of 5 it is unlikely to see spamming land pages as it will not drastically effect the ranking of the PPC ad as it only needs to be ‘relevant’. This may also be another push to compete with the likes of Live adcenter who informed me at Search Strategies that the ad text is one of the most important factors when ranking PPC ads. Overall these new changes will benefit the end user and allow the optimising of campaigns better to possible lower costs per click and increase ROI.
February 22nd, 2007 - No Comments »
Posted in PPC Management | Tags: google, ppc, PPC Management, quality score, roi
