While some small business owners lament the ever growing complexity of the Google AdWords Quality Score, others are thanking their lucky stars for a system that no longer requires them to simply outspend the competition. In the new AdWords game, a good marketer can often pass up a big spender. John at The Adventures of PPC Hero wraps up their five part series on pay per click management with a great article offering four ways to out rank and under spend your Google Adwords competitors.

John points out:

In days gone by, PPC bidding wars were commonplace when trying to achieve top positions in competitive markets. As a result many advertisers were forced to pay outrageous CPCs and had no choice in the matter. Google AdWords' Quality Score and its dynamic formulas turned the PPC world on its head. This monumental shift allowed advertisers the ability to increase rank without necessarily out bidding the competition.

He goes on to outline four strategies for increasing your rankings and conversions without seeing a matching increase in your cost per click. While you need to read his entire post, here's a super-fast, bare-bones summary.

1.) Optimize, Optimize, Optimize
Precisely grouping relevant keywords together with the right ad texts and landing pages will help you avoid losing your keywords!

2.) Relevant Ad Texts
Keywords in your ad copy will immediately and dramatically improve your click-through-rate, which as we all know is a direct piece of the Quality Score formula.

3.) Relevant Landing Pages
If your landing page doesn't contain the keyword that got the user there in the first place, you're doing something very wrong (not to mention you just wasted money on a click).

4.) Bid Smartly
Constantly review your max CPCs in relation to your average CPC and average position. Monetize on your Quality Score success. Incrementally begin lowering your bids to test what ad position that puts you in.

Four quick and easy tips that should help any small business marketer increase the results of their AdWords campaign. Since the greatest majority of advertisers still don't bother to sit down and optimize their campaigns, taking even the simplest of steps can go a long way toward improving your ROI.

(Hat tip to Patrick Shaber at the Lonely Marketer)


October 23, 2007





Jennifer Laycock is the Editor of Search Engine Guide, the Social Media Faculty Chair for MarketMotive and offers small business social media strategy & consulting. Jennifer enjoys the challenge of finding unique and creative ways to connect with consumers without spending a fortune in marketing dollars. Though she now prefers to work with small businesses, Jennifer’s clients have included companies like Verizon, American Greetings and Highlights for Children.





Comments(4)

Jennifer -

Thanks for the kind words (and the nod to PPC Hero)! I think that if those that "lament" Quality Score actually saw the results of solid optimization, they would quickly realize that the overall benefits are worth the effort.

Spot on! We've made good use of this technique for our clients. Not only does it help with your PPC campaign, but the optimization pays dividends in natural searches as well.

My only lament: Google's keyword tool doesn't show current costs for maintaining a position (assuming everything else in your campaign measures up). This is especially annoying when going after seasonal business. I get the feeling that the keyword tool averages out results over an unknown period of time. Does anyone know how they do it?

Google adwords is such a frustrating thing i mean i lost over 1000 dollars just from making mistakes, have u tried beating adwords it really helped me now im making about 100-200 a dayy with little adspend

I don't think number 3 should be a serious problem for the campaign as it is not applied. Especially for the content network campaign. Also for search network campaigns. But there is only one condition. The page's title tag only should be relevant and the targeted keywords monthly search volume should be big.

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Search Engine Guide > Jennifer Laycock > 4 Ways to Beat Your Google AdWords Competition