Whether through good planning or sheer luck, the challenge of successful ppc advertising becomes slightly easier by staying in favour of Google's QS policy. Falling foul of it can open a Pandora's box of problems which are better avoided than cured.
Why do I need to understand AdWords QS? Put simply, there are direct consequences for your advertising costs and campaign outcomes.
Underpinning Google's QS regime in AdWords is what they call user experience (UE) and like a number of Google nuances, there is a degree of ambiguity surrounding a precise definition and measurement of UE.
My own definition of a user is; an internet searcher - who may lack expertise in your product, service or industry - seeking the most relevant information available, quickly and in the least number of clicks. My own definition of good UE is; aligning the page content closely to the expectation in the searcher's mind, then delivering it quickly and in the fewest number of clicks possible.
The benefits of achieving higher QS include:
being awarded a higher ad position, but charged a click price similar to a competitor with a lower QS being awarded a cheaper click price for a position similar to a competitor with a lower QSPractices with possible positive influence on QS:
unique, quality content on each page; there is a single, identifiable theme for each page; there is an intelligent balance between text and image content on each page; little (or preferably no) 3rd party advertising; offering visitors collateral (such as PDF downloads) without having to surrender their contact details; creating ads which are congruent with both the keywords you are bidding on and the page content you are landing on.The disincentives associated with lower QS include:
being charged a punitive click price for a position similar to a competitor with a higher QS and; being awarded a lower ad position, but charged a click price similar to a competitor with a higher QSPractices with possible negative influence on QS include:
duplicate content. Publishing content which appears the same elsewhere on the web is an infraction - affiliate marketers beware! publishing content and navigation which is deceitful or opaque. Page redirects are an example which will see your ad quickly suspended in AdWords; attempting to promote get rich quick or questionable work from home schemes (there are also other categories which are frowned upon;) using an excess of flash animation on the page; making unrealistic claims and using heavy handed sales techniques; failing to declare how personal information collected will be treated; serving pages which are slow to load; bidding on keywords which are too generic or only vaguely related to the theme of the page, and bidding on your competitors' brand names as keywords.It can be frustrating - occasionally it doesn't seem to make sense - but frankly most of the time it does. Perhaps Google policy contends that UE is higher when the searcher finds the most relevant information available, in the shortest possible time, with minimal navigation steps.
Choosing Pay Per Click or Organic Search Pick Up Business With The Right Kinds Of Internet Marketing Creating a Sales Funnel for a New Product: Part I PPC Campaigns - The Mistakes to Avoid Targeting PPC Ads by Location Why Your Business Should Choose Google AdWord Solutions?
0 comments:
Post a Comment