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)
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.
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