[Hidden-tech] Joining Google AdWords & Analytics

Lou Franco lfranco at greenwave-solutions.com
Thu Feb 22 14:38:21 EST 2007


I recently bought this book
Ultimate Guide to Google AdWords (Ultimate Guide to Google Adwords)
<http://www.amazon.com/Ultimate-Guide-Google-AdWords-Adwords/dp/1599180308/sr=8-1/qid=1172172502/ref=sr_1_1/104-3137968-4760702?ie=UTF8&s=books>by
Perry Marshall

I can't recommend it highly enough -- I would also recommend getting on his
free mailing list.

Google punishes you for irrelevancy even without competition for the word --
they used to just deny irrelevant ads, now they just keep jacking the price
on them.

So, if your ad is irrelevant to the keyword, you might be able to trick
google, but they will catch on, and so it's not a good long term strategy.

If you think you are relevant, here's how you let google know.

1. Write a landing page specifically for that word, use the word and words
associated with it, use the word in the URL
2. make a new ad group just for that word and the phrases that use it
3. Make a specific ad for that group that uses the word, use the word in the
display url and the destination url.  The destination url should be the
landing page from step 1.

When you do this, Google will reevaluate your ad and read the landing page,
and come up with a new price immediately.

They just (as of last week) allowed you to see your quality score -- add it
to your ad word page (add column, Quality Score).

I have done this and turned .50 and higher bids to a nickel.

If you get low CTRs with this method, google will punish you-- if user click
the ad and immediately hit back (called a bounce), google will punish you.
You must make the ad relevant to the user who is searching or google will
someday figure it out and then the price will go up.  They want you to help
them give the user what they are searching for-- the more you do this, the
lower your prices will be.

I learned this all from the above book and the PerryMarshall.com free
newsletter.
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