Avoiding Irrelevance Taxes
posted by FredIn Google Adwords, an ad group should consist of an ad relevant to a landing page and a list of keywords relevant to the ad. This is to avoid paying an algorithmic “irrelevance” tax (an OK or lower quality score). This generally leads to a more prepared customer whom is more prepared to make a purchase online.
This is not difficult to do, but can (and should) be time-consuming. You should spend as much time converting OK quality scores into nothing less than GREAT.
To achieve this consistently, you should have a specific ad group for each two word phrase you intend to bid on. This phrase is your topic sentence, and any deviation from this topic will cost you money in the way of a lower quality score (”irrelevance” tax).
This phrase should be on your site and in your ad, preferably twice. Both the ad and the landing page should have specific information and easy-to-follow instructions on how to contact/buy from you.
Without management software, the most efficient way I know to do this is to create many ad groups and adjust the bid for the entire ad group.
I used to do one ad group for each phrase, but now I make one ad group for each match type for each phrase. This is so that I can adjust my bid for each match type individually, very quickly, and the data is sorted at a glance as well.
When dealing with broad match, I will trim the list and ad more negatives, and usually write different ads. The broad keyword list then receives a lower bid than the longer lists of phrase and exact match.
If you think this separation would take a long time, try these list building macros. And if you’ve got a better way, please let me know. I’m still learning every day, thank god.
May 20 2008 03:17 am | Paid Search and Search Marketing and algorithms and google
Mike Harmon on 20 May 2008 at 4:00 am #
I came across your blog on Technorati. Nice site layout. I will stop by and read more soon.
Mike Harmon