Part 2. Beware of Google Adwords Infamous "Quality Score"
How do I work around Google Adwords infamous "Quality Score?" I have a good chuckle. Say there they go again! And then I disregard it.
I'll give you a prime example of what occurred on my account a few week ago. I don't remember what the keyword was, but I do recall that it was a rather obscure keyword.
I was paying 0.8 cents per click for. I was getting a decent click thru ratio on this keyword also. And for 0.8 cents per click I was cool with that!
All of a sudden my "happy" keyword jumped from 0.8 cents to $1.00. Now as I am analyzing this unfortunate phenomenon, I began to remember my Mom, and my 3rd grade Teacher saying to me...
"Nicholas, if all of your friends jump off of a bridge, are you going to jump with them?"
If one of my competitors or possibly even a "bot" is willing to put ONE DOLLAR down on an 0.8 cents keyword, what am I supposed to do... join them?
Under any circumstances, that does not make good business cents to me. And what if a competitor is bluffing? What if a competitor has a lot MORE money to bluff with?
What if that competitor panicked or was frustrated for some unknown reason? What if that competitor's bid is based on egotistical factors?
Am I supposed to join that competitor at $1.01? I think not!
Bidding is a very competitive term. It is difficult not to involve our ego's when we are competing for anything. Our pride almost automatically becomes involved! You know... I'll show that competitor who's Number 1, #2, or #3!
But... I submit to you that it does not make good business sense to compromise your profit margins every time a competitor over bids for a keyword. Especially if you are a small business. It's not gonna' be all good for you, if you get into a bidding "war" with someone richer than you are, or possibly someone less informed. Either way neither advertiser will win.
Why? Because unfortunately we are competing against each other to pay MORE, rather than LESS! (smile)
When I place my maximum bid, it is based on my acceptable profit margins.
I know that I have a relevant ad, because the Adwords "Quality Team" has already approved it! Or else how could they deactivate it?
When my acceptable profit margins are exceeded, I move on to the next advertisers. With that keywords budget.
That is why I am not unhappy with anyone. I can't honestly speak with glowing terms about the Adwords so called "Quality Score". But... I am not hating on Google Adwords, as I was accused of on the Adwords Forum.
I don't respect the way this "Quality Score" issue appears to function, PLUS, it is certainly not applied to the free search results. Which occupy most of the search results pages.
And has been documented to be a potential customers first choice by far when exploring Google search results.
You would think that is where the paid sponsorships would be. Since we are held to such high "Quality" standards. With more space to describe our products, we could ALL be a lot more relevant!
What do you think?
But, it is Mr. Google's company. And he is free to operate it any way he chooses. Google Adwords does perform. I would be foolish and unfair not to add this FACT.
But... when one advertiser, begins to make as much money off of YOUR product as you do per conversion...You my friend, have become an affiliate. For your advertiser.
Who is NOW selling your product. Your advertising partner has now become your full partner! But guess what...
The good news is...YOU still get to do all of the work! And you still get to supply 100% of the advertising budget!
Congratulations.
When my keywords/ads get deactivated, I disregard the keywords/Ads. In a couple of days they may "magically" regain their ambiguous "Quality Score." Without any input from me at all!
If not, I multiply that particular bid amount times 100, and then I take that amount and buy a directory listing or run an advertisement elsewhere. If that's how Google Adwords wants me to spend THEIR money, I'm good with that! I am going to invest the advertising dollars. Somewhere. I refuse to depend on one advertiser to supply the bulk of my traffic.
Sure, Directories are not famous for bringing in masses of traffic. But neither are deactivated keywords and ads.
It is best for you to concentrate on connverting 100% of the visitors that Google Adwords does bring you. That is done by writing excellent content for your landing pages. In my next article, we'll discuss writing effective website content.
If you were to convert 50% of your daily website visitors, how many conversions would you need to complete, to make the same money you are making now?
Keywords and Google Adwords are great for getting people to your website... But they will never sell your products or services! That is OUR responsibility.
People buy from People. Not Search Engines, Directories nor Keywords. Next time, let's talk more about C.S.O.... "Common Sense Optimization." Thank you for taking time from your surely busy schedule to visit this article. Have a great day! Nicholas Busbee Copyright © 2007 Nicholas Busbee, All Rights Reserved
About Author
Nicholas Busbee has been in Sales, Public Speaking to groups of up to and over 20,000 people, and Radio Broadcasting from Classic Rock & Roll to Hip Hop & R+B, for over 25 years. His website helps people start their own home based business selling software,ebooks and instructional videos. www.BestCoolWebsiteTools.com and www.Physicians-From-Hell.com
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