Google AdWords

Managing an advertising campaign in a search engine is not as easy as it was only a few years ago. The auction system where the price per click certain position has given way to a bidding system based on relevance and performance, expressed as a quality score.

This manual is primarily about the operation and manage and optimize a Google AdWords campaign, because Google is by far the Netherlands in the most used search engine is. Given the similarity of the advertising systems from other search engines, this manual as well apply.

This manual treats the following topics:

  • Overture founder 'pay per click'
  • Google AdWords, ' pay per click'
  • Quality Score, what is it?
  • Quality Score, which factors are used?
  • Quality Score, which factors are important?
  • 6 tips for optimizing Google AdWords campaign
  • Conclusion
  • Sources & More Information

Overture founder 'pay per click'

The "pay per click" advertising model at the beginning of this century by Overture, which has since been acquired by Yahoo! and as Yahoo! Search Marketing goes through life.

This model was equally brilliant and revolutionary and simple: an auction system where the price paid per click itself determines the position of the ad. Did you want to be in position 2, then you put the price per click to 1 cent higher than the current advertiser on the second position.

Google AdWords, 'pay per click'

The currently still small but fast growing Google needed to survive. A business model Google came, saw and conquered. The advertising system from Google (Google AdWords) went a step further and introduced a bidding system where relevance is.

In addition to the quoted price per click went the number of clicks on the ad compared to the number of impressions taken into account in determining the position of the ad. This ratio is known as the click-through rate or CTR (Click Through Rate).

This system placed the most relevant ads at the top and made at the same time maximizing the advertising revenue for Google.

Mid-2013, there were about 8 million worldwide active AdWords campaigns running, says Google co-founder Larry Page.

Quality Score, what is it?

Soon after Google introduced AdWords Quality Score: a complex indicator that went beyond the CTR and determine the relevance and performance of Google AdWords campaign based on different variables.

The quality score, expressed as a number from 1/10, is calculated for keywords, ad (text) and ad groups.

Meanwhile, the major search engines in imitation of Google Adwords Quality Score implemented in their advertising system.

Yahoo! mid 2007 a ​​'quality index' was introduced and the results have certainly improved as research shows.

See also the explanation of Google on Quality Score.

Quality Score, which factors are used?

The main factors that affect the Quality Score of your AdWords campaign:

  1. CTR (Click Through Rate, or click-through rate)
  2. Relevance of ad text
  3. Relevance of the keyword
  4. Relevance of the landing page of the ad
  5. Charging from web
  6. Various relevance factors

For completeness, each of the factors of the quality score is briefly explained below:

1. CTR (click through rate)

CTR (Click Through Rate) or click-through rate is the ratio between the number of clicks on the ad compared to the number of ad impressions. The CTR weighs heavily in determining the quality score.

2. Relevance of ad text

An important factor for the CTR is the relevance of the ad text. The more relevant the ad, the higher the CTR (and the higher the Quality Score).

This concerns the relevance of the ad relative to both the keyword and landing page.

3. Relevance of the keyword

Another factor that influenced the CTR is the relevance of the keyword. The more relevant the keyword is, the higher the CTR (and the higher the Quality Score).

This concerns the relevance of the keyword relative to both ad text and landing page.

This factor seems to be the same as point 2, relevance of ad text, but it is not, as will be further togelicht.

4. Relevance of the landing page of the ad

Quality Score also considering the relevance of the landing page with it. To that end, Google has a separate landing page crawler that indexes (read more about the operation of a crawler in the Manual: How does a search engine?).

This concerns the relevance of the landing page compared with both the keyword and ad text. The landing page has over time gained more weight in the algorithm that determines the Google AdWords Quality Score.

5. Charging from web

Since mid-2008, considering the load time of a web page along in determining the quality score. So look out for landing pages for your Google AdWords campaign that load slowly, as is often the use of Flash is the case.

6. Various relevance factors

This last factor of the Google AdWords Quality Score has a big black box level. Issues such as the CTR linked to the ad position, competition on a keyword and the performance history of the Google AdWords campaign play a role.

Thus, it is likely that a high ad placement more clicks and thus achieves a higher CTR, which is also a consideration in the determination of the position, the minimum bid and Quality Score.

The performance history of the Google AdWords campaign weighs in the Quality Score. In summary, it means that if you have a good quality score achieves over a long period on the above factors, that it improves the overall quality score.

See further explanation of Google on the operation of the Quality Score.

And the cost per click (CPC) then?

Naturally plays the price per click (CPC) is an important role, but the CPC is not a factor that determines the quality score.

Has assigned a quality score from the beginning. Every keyword when you add a new keyword to your Google AdWords campaign or a new campaign set-up, then Google looks at the performance of the keyword outside your own account.

Assign Quality Score

If you use a keyword that has never been used before, is an estimate of your Quality Score. Building performance history is the process by which the performance of the keyword in your AdWords account, proper weight to assign Quality Score heavier.

With CPC you set for yourself, you can obviously determine your position, but the height of the CPC that you have to pay for a particular position depends on your Quality Score and of course your fellow competitors.

Optimize Google AdWords CampaignMinimum bid

In a Google AdWords campaign each keyword receives a minimum bid that must be imposed to show. The keyword on the first page of search results offered

The minimum bid is determined by the quality score. The higher the Quality Score, the lower the minimum bid you have to pay per click.

In short, the more relevant your ad is (in the eyes of Google AdWords Quality Score), the less you pay per click.

As you see in the picture research by Click Equations, the Quality Score will result in significant differences in the price per click.

Quality Score, which factors are important?

How and to what extent, the above and other factors taken into account in the determination of the quality score is not known. But based on experience with many Google AdWords campaigns is known which factors have the greatest influence on the quality score, which are:

- CTR (click through rate)
- Landing Page

These factors and their associated underlying factors determine the final minimum bid and the position of the ad.

To understand the operation of the Quality Score of your AdWords campaign is just the beginning. The important thing is what you do with it then.

Optimize-Google-AdWords-Campaign6 tips for optimizing Google AdWords campaign

Here are six tips on how to respond to the key factors of the Quality Score and how to optimize. Google AdWords campaign

  1. Regularly check your Quality Score
  2. Structure the Google AdWords campaign
  3. Test continuously creative
  4. Make strategic landing pages
  5. Set the maximum price per click optimum
  6. Use keywords exclusion

1. Regularly check your Quality Score

Google AdWords provides since 2007 insight into the quality score. Google AdWords Quality Score you find the keywords in the ad groups tab.

The Quality Score is regularly updated on the basis of delivered impressions. Check regularly that the development is in the quality score and send the Google AdWords campaign there on to.

In order to disable a keyword, ad copy or ad group to maintain the quality score (especially the performance history), choose 'pause' for the option. The "delete" option clears the accumulated past performance and Quality Score.

2. Structure the Google AdWords campaign

It is recommended to the Google AdWords campaign and the ad groups classified according to relevant keyword themes. As a result, the relevance of the associated ad text is relevant, what more qualitative and thus provides relevant visitors.

Because the performance of the Google AdWords campaign is an important factor in the quality score, the keywords should be compared with the ad text. Relevant in an ad group This not only results in a high (er) CTR, but also in achieving low (er) cost per click (lower minimum bid) and high (er) ad position.

Keywords in an ad group that are not relevant, may get the quality score down. This can drive up the cost per click and dragging down the ad position.

3. Test continuously creative

Testing different ad texts is important for the realization of a relevant ad text and the keywords, resulting in a good CTR and Quality Score.

In addition to achieving a good quality score is also important to write that distinguishes it from the competition. Ad text this is particularly important in competitive keywords that have high keyword demand and have a high advertiser competition. Analyze in which case the regular ad texts from the competition and see how your ad text can be relevant.

Automatically insert keyword (Keyword Insertion)
Google AdWords provides the ability to automatically insert the keyword used in the ad text. This is known as "Keyword Insertion ', which is possible in the ad title, ad description and display URL of the ad.

Keyword Insertion works by inserting the following 'code' in the ad: {Keyword: backup-keyword}.

The completed keyword as a 'backup' keyword when the keyword actually used is too long and does not fit in the ad text.

The range of uppercase and lowercase letters (Keyword, KEYWORD, keyword, keyword, etc.) determines the display in uppercase and lowercase letters of the keyword that is entered in the ad text.

The advantage is that Google Keyword Insertion bold shows the keyword as it is reflected in the ad text. This makes the ad text more prominent and more relevant with respect to the keyword, which allows a higher CTR and Quality Score possible.

However Keyword Insertion does not always result in a higher quality score. Therefore regularly test different variations of ad text and Keyword Insertion. Measure and analyze by t / m conversion on the landing page to determine. Success of the ad text

4. Make strategic landing pages

Landing pages are very effective in improving the conversion from a Google AdWords campaign.

Initially, it is important that a landing page, (be) seeker incentivize the desired action, which can range from an inquiry t / m sales. The more relevant landing page compared to the ad text and keyword, the higher the probability that the (be) seeker taking action.

The relevance of the landing page compared to the ad text and keyword also has a higher Quality Score and result in lower cost per click does and ad position does improve.

It is not known what factors are important to a landing page, but from experience with Google AdWords campaigns is known that the headline, text and "keyword density" (how often the keyword on the landing page?) Influential factors. Pay attention to the course to HTML is a search engine that can 'read' (and no Flash, JavaScript, or images).

Note also the loading time of the landing page, as this is taken into account in the quality score. In particular, when Flash sites, this is a problem. Would you still use Flash? Read how to do this in the search engine-friendly Guide: Search Engine Optimization (SEO) for Flash websites.

5. Set the maximum price per click optimum

All advertising systems of the major search engines offer the ability to set either manually or automatically. Maximum price per click

To determine the optimal maximum price per click is imperative that you know what you want to pay (Cost Per Action) without suffering a loss. Maximum per conversion it is also important to know the conversion ratio of your landing page, in short, how many clicks are required for the realization of a conversion.

However, keep in mind that the maximum price per click is one of the important factors for the position of your ad. If the maximum price per click and everyday be it monthly budget is too low, the ad position and thus the number of impressions and clicks down.

So make sure that all these factors affect the quality score and the performance of the Google AdWords campaign strongly.

6. Use keywords exclusion

Exclusion keywords (or negative keywords) allow you to specify in which (combination of) keywords you want your ad will not appear.

Especially in the more general keywords you soon lots of impressions, clicks, click costs and thus lost to keyword combinations that are not relevant. This allows you to prevent your ad appears on keyword combinations where, for example words like "free" and "information" in appearance.

Using keywords exclusion reduces the number of impressions for irrelevant keywords, while the CTR is likely to be higher for the relevant keywords. That increases if it is ad position and Quality Score, which is the minimum price per click lowers.

The probability of a conversion is thus larger and that is what you ultimately want to achieve anyway!

Conclusion

It is clear that advertising in search engines has evolved into a complex specialty. However, the tips in this guide to optimize a Google AdWords campaign offer practical lessons to achieve. Higher ad position, improved Quality Score and lower cost per click

The main purpose of a Google AdWords campaign is finally reaching the right people who are interested in what you offer and proceed to a desired action. Advertising in search engines remains a means to an end and not an end in itself!

See the Manuals page on the search engine marketing blog for more guides about search engines and search engine marketing and category google AdWords for more news, articles and tutorials on Google AdWords.