When the rules change, the players must change their tactics or be left behind by their competitors who are able to keep up with the changes and apply new strategies.
Google recently surprised many AdWords avertisers by raising the minimum bid of certain keywords from $0.1 to $0.5 a click to as high as $5 -$10 a click. And the criterion Google used to determine the minimum cost the advertiser needs to pay to have the ad displayed for a particular keyword, is based on Google's assessment of the 'Quality Score' of a keyword.
Quality Score is "the basis for measuring the quality of your keyword and determining your minimum bid. Quality Score is determined by your keyword's click-through rate (CTR) on Google, relevance of your ad text, historical keyword performance on Google, the quality of your ad's landing page, and other relevancy factors."
According to Google, the lower the minimum bid price, the higher the quality score. And in the latest round of changes in their Quality Score algorithm, Google tweaked it to weigh heavily on the "quality of the ad's landing page". The impact of Google's new landing page algorithm can affect an entire AdWords campaign, but for those affected impact is mainly felt at the Ad
Group and individual Keyword level.
But truth be told - there were AdWords advertisers who were hardly affected by this change!
So how do you cope with the changes? The best way is to be kept informed on what is happening in the market and to use proven and tested methods of keyword research strategies to find effective and profitable keywords – you can’t avoid the basic strategies and the rest should not be much of a challenge when you do your calculations right on your ROI on your PPC.
For more info please go to:
http://www.AdwordsMarketingTips.com
