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Search Engine Stratgies: Figuring Out AdWords
I’ve never used AdWords myself, but Arment Dietrich uses paid search for clients and I have helped along the way. What I learned today is, before using AdWords, it’s important to understand how they are measured so you can have the best success. To do that you need to understand how the quality score comes into play.
Your Google AdWord quality score is just an approximate of how Google expects your keyword to perform. Three things come into account here:
1. Click-though rate
2. Relevancy
3. Landing page
Once you understand how quality is measured, then you can focus on improving the score. Seems simple, right?
They plugged a site where you can get more info. I haven’t checked it out yet, but if you’re interested, you can find ways to improve your score here:
http://www.google.com/adwords/adsquality
I wasn't in the session, Nick, but I think your philosophy is what people are discussing here. AdWords are just a tool in the toolbox and need to be integrated with other tools.
I actually run these types of campaigns all the time (started one today even for a client). I run them for both publishers who own websites they want to sell advertising space on, and for people who are using advertising to drive traffic.
I cannot stress enough how important your landing page is. It needs to be relevant to that AD. From the content, to the title, to even the META tags. Google doesn't put to much emphasis on META tags with SEO, but they do regarding Ad-words.
One last tip of advise. Ad-words are a fantastic way to drive traffic, however it should not be your main marketing plan. It should be combined with NSO (natural search optimization), social media, and other traffic generating avenues.
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