Google AdWords' New 'Search-Based Keyword Tool'

Google has created another AdWords tool for finding keywords to put in a PPC account, creating more competition, bidders, which therefore raises the price in addition to other factors.  This time the tool proposes that it finds relevant keywords by 'matching (keywords) to specific pages of your website with your ad and search share'.  To translate, it is trying to provide keywords not currently in the account that are best for the account as determined by looking at the whole picture- website, ads and budget.

Of course past PPC blogs on 'helpful' tools created by the big search engine giants have made my tone a bit cynical.  These tools are created at best based off user demand, but always tailored to and quietly aimed at revenue.  This is not to say that there isn't utility and useful qualities of a tool like this one, but it is important to read between the lines.

I used the tool for the first time on a current account I manage, and found some keywords I didn't currently use; but nothing major or shocking.  Having said that, that is the way it should be.  This should be a comment that I am doing my job as a Pay Per Click administrator.  On the other hand, this tool may be helpful for business owners who are attempting to run the marketing themselves and have to balance the business with the marketing.

The tool can be found in the Campaign Management tab, 'tools' sub-tab left-hand column.  Use of the tool is simple- put the web address in the search field and in another box type the essence of the topic to be explored.  The parameters included in the results are keyword suggestions, monthly searches, competition as a bar graph, suggested bid and ad share.

Use this tool in addition to the Keyword Tool, but in both beware of general and expensive keywords that will not return a positive ROI.

Do you need help with Google AdWords or any PPC tools like this one?  Let us know at Webconsuls.com.

PPC Ad Scheduling

Both Yahoo and Google have their own forms of 'ad scheduling'.  This means that we can choose when we want our ads to be shown and just as importantly, when we don't want our ads to be shown-- well kind of.

Google fully provides this functionality- hour by hour, day by day, even down to every 1/4 hour, when to display your ads.  The campaign 'edit status' button has what looks like a hyperlink, which is where you can find the ad scheduling function.

Yahoo Search Marketing on the other hand, allows you to schedule a start date and an end date, which is their full and complete definition of ad scheduling.  Therefore, taking your campaigns on and offline at certain hours is a manual process-- log in to the account and literally turn the account offline or back online to perform the same function.  This is ridiculous- Yahoo needs to step up to the plate.  We are not asking for voice command here.

Both search engines have the faults and points of utility, but for this function it's a runaway: collegiate versus kindergarten.

Smart Positioning- Google AdWords

Google AdWords has in a beta test a bidding tool called Smart Positioning. The function of this tool aims to place your ad in the most cost-effective position each time it's displayed. Here are Google's words in how it works.

How Smart Positioning works.

Here's an overview of what happens when your campaign is opted in to Smart Positioning:
1. Smart Positioning calculates incremental CPC's to evaluate the effects on cost and click through rate that would be associated with a higher position for your ad.
2. Once our system determines the incremental CPC for putting your ad in a higher position, it compares the incremental CPC to your maximum CPC bid.
3. Your ad is placed in the highest position possible, as long as both the actual CPC for that position and the incremental CPC are less than your maximum CPC bid.

So essentially, this Google AdWords tool attempts to give its advertisers the best position given recent click data and the bid landscape. It then actually changes the max CPC in the account to reflect the bid it deems most 'efficient'.

I hate to always be the cynic, but with my history in working with one of the major search engines, I know that 'helpful' tools may or may not be as helpful as they are described, but they always work in the favor of the search engine.

Here are some things that make me question the tool and therefore whether I will use it or not in the long run.
1. Since my bids can be changed without my specific knowledge, I am dissuaded.
2. Because Google is providing this 'help' to multiple advertisers in competition with each other on the same keyword, I can see a problem developing; either the tool won't be very effective or certain advertisers will be favored and/or others hurt.
3. Google only provides help in ways that increase revenue as I stated earlier, so I cannot see this costing me less, but quite the opposite.

In conclusion of this early evaluation of a new bidding tool, albeit before it is in wide use, I prefer a bid to position model where I am paying the least possible for a particular position and I have real expectations on my cost and display position. When things can be open ended, Google can take advantage of the account without having to defend their actions. I know what their defense would be when you finally reach a customer service rep- 'in the terms and conditions it clearly states we can raise your bids'.

I am out.

The Notorious Pay Per Click Ad Quality Score and what Google will tell us about it

What is Pay Per Click 'Quality Score' and how is it calculated?

Quality Score is a dynamic variable assigned to each of your keywords. It's calculated using a variety of factors and measures how relevant your keyword is to your ad text and to a user's search query, according to Google.

About Quality Score

Quality Score influences your ads' position on Google. It also partly determines your keywords' minimum bids. In general, the higher your Quality Score, the better your ad position and the lower your minimum bids.

Quality Score helps ensure that only the most relevant ads appear to users on Google and the Google Network. The AdWords system works best for everybody—advertisers, users, publishers, and Google too—when the ads we display match our users' needs as closely as possible. Relevant ads tend to earn more clicks, appear in a higher position, and bring you the most success.
For calculating a keyword's minimum bid (PPC only, not content network or content targeted ads):

• The keyword's historical click-through rate on Google
• The relevance of the keyword to the ads in its ad group
• The quality of your landing page
• Your account history, which is measured by the CTR of all the ads and keywords in your account
• Other relevance factors***

Unfortunately, that is all Google will tell us, partly to avoid people gaming the system and partly to be less accountable. The ability to control earnings this way (in my estimation) will keep Google (and Yahoo in their shadow) from ever completely erasing the veil.

All we can do is play by the rules and put ourselves in the best position to pay the least for the desired position. This includes rotating ads, writing the most direct ad, and having the site back both of those points us with our "call to action", or what we are looking to have the user/searcher do. This must be done clearly, easily and within the top fold of the landing page.