Some of you maybe seeing higher MIn CPCs lately well an Adwords Rep has confirmed Google did a re-evaluation of Keyword Quality Scores across the board. Google is always re-evaluating quality scores on a keyword by keyword basis, but every once in a while they change the algo and re-evaluate all keywords. The ones that have low performance across the system, and also low performance across the respective account, are usually affected the most.
What to do:
Run a Google keyword report (for a few days time frame) and then sort by Min CPC. For any keywords that have $10 or $5 dollar min
CPC, you can try isolating them in there own ad group and writing ad copy (without Dynamic Keyword Insertion) that uses that keyword multiple times (once in the title and as many times in the ad copy as possible, and maybe at the end of the display URL as well). The Rep couldn’t guarantee that this would improve the Quality score (and in turn lower the Min CPC), but it’s your best shot.
SERoundtable had a poll this morning that I thought was interesting, its a ‘What is your highest CTR’? poll. Just about anyone who runs any kind of paid search account would tell you this is such an arbitrary question it can’t possibly be accurate. Account Level? Campaign level? Keyword level? Ad Level? I have a 90% CTR on a keyword for the month of January ’08, do i win? Sure its a branded word but no one said that didn’t count!
Anyway, as I was checking out one of my clients high performing ads, i happened across a semi-competitor’s ad and nearly spit out my drink from laughter.
This is a classic example of how to NOT write your PPC ads:
I’ll be honest, I don’t use the content network that much or at all for a variety of reasons but I know there are the select few who it does work for. If you are one of those few and would like to keep your ads from showing up in people’s email, Barry at SERoundTable <a href=”http://www.seroundtable.com/archives/015982.html”>points out</a> how to use Google’s Site Exclusion tool to add ‘gmail.com’ to the list of excluded sites.
While this is a good work around, it would be really fantastic if Google actually allowed this type of control in advertisers accounts, rather than forcing any content network users into networks like gmail.com.