Google Adwords has morphed into an unforgiving beast for its users over the years. It is not simple; it once was when Google started its Adwords system. Google has made Adwords so complicated that there is a practical entry barrier for beginners to this game. But it doesnt mean you cannot beat Google at its own game.
Click Through Rate (CTR) is very important for the success of your campaigns. CTR is the number of clicks in 100 impressions your ad will receive. In order to get a good CTR, you need to learn how to write enticing ads for the people to click. It is a delicate balance. High CTR may not result in good conversions. Aim for a CTR above 2%.
Quality Score is something that is very important for you to understand. Google has never told anyone how it actually calculates Quality Score. Only help Google has provided to the Adwords users is that now it tells whether Quality Score is Great, OK or Poor. High Quality Score means Google likes your website and is willing to advertise it for a very low minimum bid like $0.02-0.04.
Quality Score primarily depends on your website. Google likes to see a website that is relevant to the keyword that it is being advertised. If Google thinks that your website is relevant, it will assign your website a great quality score.
In case of a poor quality score, you can optimize your website and resubmit it to see whether Google likes it or not. But in my opinion, once Google has assigned a poor quality score, it will not change its opinion easily so be careful and dont use a website that you think is not relevant from the very start.
You need to optimize each page of your website for one particular keyword. Make a separate page for each keyword. In your campaign use only that page for that keyword. Google likes to quality content. Put good content on your site. Google hates one page websites. It provides poor user experience. Google cares about its users.
The position of your Ad depends on Ad Rank Matrix. Ad Rank= (CTR) (Your Bid) (Quality Score). Aim for a great quality score, bid high in the beginning to reach top 3 ranking in order to build up a good CTR for your new campaign. Try to get a CTR of 2% or more. Later on you can lower the bid after your CTR has stabilized.
Google also has a history of your account. It knows the history of each keyword that you have used in the account. It maintains a quality score of your general account. Try to be in the good books of Google by maintaining at least 1% CTR in your account.
High CTR and good initial quality score does not mean that you are in safe water. All of a sudden your campaign can receive the infamous Google Slap. Google slap is to tell you that dont use Google Adwords anymore. There are ways to beat Google at its own game. You need to use Google Ambush!
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