HOW WE CAN IMPROVE OUR KEYWORDS POSTIONS: RELATED TO ADWORDS ,OVERTURE AND MSN ACCOUNT
BID MORE
1. better keywords
2. better adverts
If you write adverts that bring more of the right people to the site
then you defiantly get………….
+ get a higher conversion rate, so you can afford to bid more
+ may get a higher CTR - so you appear when your competitor does not
+ may get a lower CTR - but your higher conversion rate will help .
[A]How does this work? I'll take a basic example - the real world is a bit
more complex, but this'll do to get started. Let's say that you put
into your affiliate advert, "Free iPod with every order". The CTR will
pop through the roof. However, if the company doesn't actually do
that... the conversion rate will be pitiful. The CTR will be high, the
conversion rate low, you can't afford to pay a lot for the advert, and
a smarter competitor will take your position.
[B]Now imagine a case where you bid on a keyword that your competitor
doesn't use - obviously you get a free run at it. Until Google's AI
spots the similarity, and offers that keyword to your competitors broad
matched keyword. From then it is down to CTR and the bid, again.
The best way to think about this is to think about what Google is
trying to achieve. Google's avowed goal is the best page of search
results. That includes the adverts. If you can help Google to give
answers that people want, Google loves you. How can Google tell that
your adverts are good? The CTR is higher than competitors. How does
Google tell that a new advert is better? It needs to present a small
sample of your adverts to see. Assume that you have a competitor with a
1% CTR. If your advert is shown 50 times and gets a click, then your
advert is *probably* (there's a whole bunch of maths and stats for
this) better. If you get shown another few hundred times and keep up
the performance, you'll be assessed with a 2% CTR and your competitor
will vanish.
Complicating this is the quality metric. This gets closer to the real
world. If you advertise for Chocolate Banana Products, then you might
use the keyword "chocolate bananas". However, you've decided to be
creative and you make up a funny advert:
Fun loving monkeys
Love our surprises.
Immediate delivery!
ChocolateBananas.tv
Note that the only mention of anything remotely resembling the keyword
is the URL - and that doesn't count. You failed to mention "Chocolate"
or "Banana". Google will assess the quality of this advert as low. Why?
Because people respond to mirroring. If they ask a question (do a
search) and you respond with elements of that question in your answer,
they think you listened and responded. If you *don't* use their words,
then it looks like you didn't listen. You get a lower quality metric,
because Google knows this. So, try to use the keyword, or closely
related terms, in the advert.
You'd also get a low quality metric if you used the keyword "banana" or
the keyword "chocolate", because there is no indication from searchers
for those words that you offer a general answer. If you put in
"chocolate frogs" as a query and got back a "chocolate banana" advert,
is it a good response from Google? Or would you have been happier to
see a page full of chocolate frogs (boned and unboned) as adverts? So
"chocolate" would be a low quality fit for a chocolate banana advert,
even though some fraction of people interested in chocolate related
questions may want chocolate bananas.
