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How to react to Google's latest AdWords change
Google has incorporated a new factor to its Quality Score.
If you're advertising with Google AdWords, this new factor
might influence the position of your ads and the minimum
price you have to pay for your bids.
What is Google's Quality Score?
Google's Quality Score is Google's method to evaluate
the position and the minimum bid of a text ad in Google
AdWords. Google hasn't reveal ed all details about the
Quality Score. All we knoe is that the text of an ad and
the clickthrough rate are important factors that influence
the position of your ad and the minimum price you have
to pay per click.
Last week, Google announced that it would also include
the landing page in the calculation of the Quality Score.
That means that the web page that is linked to an AdWords
ad will also be analyzed to determine the position and
the price for the ad.
What does this mean to your AdWords ads?
If you bid for many different keywords, it might be that
the prices for keywords that are only loosely related to
your web site go up for you. The less a web page is related
to the keyword, the more you have to pay to get an AdWords
listing for that keyword.
What can you do to lower your per click prices?
To pay as little as possible for a click, you have to
follow Google's quality guidelines. The better your ad,
the less you have to pay per click:
- Make sure that your AdWords ads have compelling titles
that inform web surfers about what they can expect on
your site.
- Use interesting descriptions that are related to the
keyword. If possible, include a call to action or a reason
to click in your descriptions.
- Create more PPC landing pages that are directly related
to your keywords.
- Make sure that your landing pages are relevant to what
web surfers are looking for.
Google's latest change in the Quality Score won't hurt
you if your ads are compliant to these points.
If you want to get detailed information on how to optimize
your landing pages and if you want to know how you can lower
your AdWords costs while increasing your sales, you might
want to take a look at our Google
AdWords eBook.
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