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Pay Per Click Advertising For Massive Profits 3

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The last article showed us how we can use PPC to create a valuable list of 18,000 names as well as a great business generating us over £4,000 per month.  In the next few articles we are going to look at the detail of how to put together an efficient PPC campaign that blows your competition out of the water.

Today I'm going to focus on the actual terminology you will encounter on your Google Adwords journey.  After this article you will understand the Google Adwords veteran's terminology and this will allow you to fully understand the strategies in the future modules.

Don't worry if this sounds a little dry, I have included some useful strategies for making Google Adwords your little cash machine.

If you're a newbie please don't skip this article, you need to understand these concepts and terms if you want to be insanely profitable with PPC.

We will start by looking at something that can make or break the profitability of your campaign... Google's Quality Score.

Google Quality Score


I'm afraid to say many people who use Google Adwords know little or nothing about Quality Score.  It's little wonder that some people lose their shirts with Adwords.

Quality Score is Google's method of deciding which ads are more relevant or if you're cynical which ads make Google the most money!

If you have a low quality score you get charged more than your competitor to get your ad placed.  When there are changes to the Quality Score some people see their average cost per click increase ten times due to a poor quality score.

So if I have a good quality score I could be paying $0.20 per click and you would have to pay £2 to get to the same ad position.  If you have the tricks of the trade this is great news as you can pay less than your competitor.  Unfortunately for those in the dark they pay through the nose... but after the next few articles you will be one of the chosen few who are on easy street!

Quality score is based on four factors, click through rate of the ad, ad content, landing page content and ad history. 

Click Through Rate

Click Through Rate (or Ratio) is the percentage of clicks your ad receives in relation to the number of times it's shown (known as impressions).  So if your ad is shown 200 times (200 impressions) and your ad is clicked on four times your Click Through Rate (CTR) would be 2%.

The CTR shows how compelling your ad is to Google's audience.  If your ad is shown to 1,000 people and you only get one click either your ad is awful or you're targeting the wrong keywords.

CTR and landing page factors are perhaps the most important area's to master to achieve a high quality score.  Later in the series I'm going to show you a number of techniques that will make sure you have a great CTR.  There is also an insider's tip to getting a higher CTR later in this article.

Ad Content

If you have the keywords you are actually targeting within your ad, this will increase your Quality Score.

When your keyword is actually included in the ad that keyword is bolded, this makes your ad stand out against the competition.  This increases your CTR which in turn improves your quality score and as we have learnt a high quality score reduces your cost.

The ads below have their keywords bolded making them stand out against the competition.

Click on the image if you require it enlarging.

google adwords with keywords bolded

Ad History

Based on your past performance Google makes predictions about your new campaign.  Quite simply if you performed poorly in the past, Google will penalise you with a higher CPC rate than your competitors.

The opposite is also true if you build up a good history with Google you will pay much less than your competitors!

Landing Page Content

This part of the Quality Score really caught some advertisers on the hop and had them pulling their hair out.

If Google deems your landing page is not relevant to the user's actual search they will increase the cost of your bids.  So if someone searches for "cure depression" your landing page should ideally feature this term and related information. 

Tests have been carried out on the importance of landing pages and in some instances a relevant landing page cut costs by up to 25%!

My top tips for improving your landing page relevancy are below;

  • Include your keywords in your page title
  • Use keywords or related terms in your headlines or <h1> tags
  • Have relevant content on the page
  • Do not have just a squeeze page make sure you have links to other relevant content even if it's at the bottom of the page.
Achieving a high quality score can be the difference between a profitable campaign and one that bombs

If you follow the strategies above and the great techniques I'm going to share with you later your quality score will put you streets ahead of the competition.

Keywords


When setting up your campaign you will bid on certain keywords.  Keywords are simply words or phrases that a user types into Google.  So if you type "golf clubs" in to the Google search box the term "golf clubs" is known as a keyword.  So to be clear a keyword does not have to be a single word, it can be a phrase. 

The keywords that you choose and the strategies you employ are critical to the success of your campaign.  When you bid on the keywords you have three match type options.  Understanding the difference between keyword match types and how to use them is vital to your success.  Unfortunately many people burn a huge hole in their pockets as they don't even understand the importance of match types.

Below I have given you Google's actual definitions;

Broad Match

"This is the default option. If your ad group contained the keyword 'tennis shoes,' your ad would be eligible to appear when a user's search query contained either or both words ('tennis' and 'shoes') in any order, and possibly along with other terms. Your ads could also show for singular/plural forms, synonyms, and other relevant variations"

Broad Match Keyword       Ad's may show on searches for

Tennis Shoes                    tennis shoes
                                        buy tennis shoes
                                        tennis shoe photos
                                        running shoes
                                        tennis sneakers

Notice they say other relevant variations; this gives Google the ability to show your ad whenever they think it's relevant.  Obviously in some circumstances this could be dangerous for the profitability of your campaign.

As you can see from the ad above you may be trying to sell tennis shoes but your ad is showing up for running shoes and even shoes itself.  Clearly people who search for running shoes or just shoes are unlikely to want to click on your ad.  This will lower your click through rate and damage the profitability of your campaign.

When you put a broad match in to your keywords in Google it will simply look like this:

Tennis shoes

Anything without brackets or speech marks is a broad match.

It goes without saying Broad Match keywords bring more traffic but it tends to be less targeted.  This will result in a low click through rate.

Phrase Match

If you enter your keyword in quotation marks, as in "tennis shoes," your ad would be eligible to appear when a user searches on the phrase tennis shoes, with the words in that order. It can also appear for searches that contain other terms as long as it includes the exact phrase you've specified.

Phrase Match Keyword   Ad's may show on    Ad's won't show on
                                    
searches for             searches for

"Tennis Shoes"               red tennis shoes       Shoes for Tennis
                                     buy tennis shoes       Tennis Shoe
                                     tennis shoes photo    Tennis Sneaker

An exact phrase match will reduce the volume of traffic and clicks but will give you more targeted traffic.  You would expect fewer clicks but a better click through rate than with a broad match.

 
Exact Match

If you surround your keywords in brackets  such as [tennis shoes] -your ad would be eligible to appear when a user searches for the specific phrase 'tennis shoes,' in this order, and without any other terms in the query.

Phrase Match Keyword   Ad's may show on    Ad's won't show on
                                    
searches for             searches for


[Tennis Shoes}                Tennis Shoes           Everything else including
                                                                     Tennis Shoe

Exact matching will mean your ad won't be shown as many times so clicks will be down but is likely your click through rate will increase because the traffic is very targeted.

Exact matching can give you very profitable conversions but usually not enough traffic to maximise your total profit.  For instance if you exact match "buy massage DVD" and you offer that product the people who come to your site are likely to buy.  The downside is that it's unlikely that you will get enough traffic/clicks to make this really profitable.


Negative Keyword

If your keyword is 'tennis shoes' and you add the negative keyword '-used,' your ad will not appear for any searches that contain the word 'used.'  So if someone searches for "used tennis shoes" your ad won't appear.

Negative keywords are particularly useful when you have lots of broad search keywords.           

Using phrase matching correctly will dramatically improve your quality score.  You MUST use broad, phrase and exact matching for each of your keywords within your Ad group.  I will use the tennis shoes example to demonstrate why.

If a user searches for "buy tennis shoes" then the phrase match term will be triggered.  This will mean only the phrase match keyword will have an impression against it.

If the searcher types "tennis shoes" the exact phrase match will be trigged and it will have an impression calculated against it.                           

If the searcher types "shoes for tennis" only the broad match will have an impression against it.

The importance of this may not have twigged with you yet, but it is a very important point... this small tip can make you thousands.

On the above example the impressions (searches) have been split between three match options. This gives each keyword the chance of a higher CTR.  As we know higher CTR's helps our quality score.

You now understand Google's Quality Score and how to use it to your advantage as well as the different types of keyword matching.  In future articles we will build on this knowledge and show you some kick ass strategies that will have your competition weeping!

Until next time, be happy.

Joe



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