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~~* OMG *~~ I am in LOVE! ( with google tools ) (In: Google)
Google PR (In: Google)
Google (In: Pay Per Click - Google/Yahoo & Others)
How much Organic Traffic do you get from Google (In: General Search Engine Optimization)
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flyingrose
Staff
Joined: Oct 30, 2003
# Posts: 3361
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Posted: 2004-Nov-25 02:37
I requested more specific information from Google regarding how the latest changes affect advertisers. I strongly recommend reading the information below, paying particular attention to the information about "in trial" keywords.
IMPORTANT: Poorly performing keywords may seriously affect your account in the future!
Thank you for your call. As we discussed, I am following up with more
information about the new keyword states and strategies you can use to
improve the performance of your client's account.
NEW KEYWORD STATES
Google strives to provide users with highly relevant and targeted
advertising. To ensure advertising stays relevant, your keywords must meet
a minimum required clickthrough rate (CTR). If the CTR for your keyword
falls below a 0.5% minimum required CTR, we may place your keywords in
trial or disable your keywords (and their associated ads) completely.
However, Google AdWords provides an easy way for you to monitor the status
of your keywords so you can see the likeliness that your keywords will
meet our minimum quality threshold and continue to show your ads.
When you log in to your account and view your keyword summary page, you
may notice that some of your keywords are identified with labels like
'normal' or 'in trial.' These labels inform you what state your keywords
are in and highlight the keywords that need improvement.
These states are:
- Normal: Targeted keywords are above the minimum 0.5% CTR on Google
search pages, and their associated ads show regularly.
There's currently little to no risk to your advertising exposure. However,
every Ad Group can use occasional optimization, so you may
want to consider periodic re-evaluation of your ad text and keywords:
[link]
- In trial: Keywords are slightly below the minimum threshold and are in
evaluation until we're confident their CTR is below or above 0.5%.
These keywords may become normal or disabled. They may also be slowed to
give you an opportunity to refine them:
[link]
There are a limited number of in trial keywords per account, so when this
limit is reached, additional keywords will be moved to on hold status with
priority given to those keywords with higher predicted CTRs. Accounts that
have proven to perform very well will be rewarded with a greater number of
in trial keywords. The limitation placed on the number of keywords that
may be placed in trial helps ensure that advertisers continue to see the
most targeted, relevant ads via the AdWords program.
- On hold: Your account's in trial keyword limit has been reached, and
these additional keywords are slightly below the minimum threshold. As
more space becomes available, these keywords will move into in trial
status, with priority given to those keywords with
higher predicted CTRs. There is no limit placed on the number of on hold
keywords you may have within your account. You may want to refine these
keywords: [link]
- Disabled: Disabled keywords no longer trigger any ads. Keywords may be
disabled if they don't meet the quality threshold or if they are older
than 90 days and have never triggered an ad. If you still feel strongly
about using these keywords, you have a few options:
[link]
RE-ENABLING YOUR KEYWORDS
Google strives to direct targeted leads to our advertisers' sites and to
serve relevant advertising for users. If your keyword has been disabled a few times it suggests that your ad is not as targeted as it could be and is not relevant to a number of users viewing it.
It is not possible to re-enable a disabled keyword. Keyword disabling is a
system generated change and it is not possible to reverse this. AdWords
Specialists are unable to make exceptions for the minimum CTR requirement
to allow a disabled keyword to run.
Please note that if you delete a disabled keyword and add it to the same
original Ad Group, our system will take the keyword's account-wide
performance into consideration. A poor performer can affect an entire Ad
Group and/or campaign, if it is used multiple times. For this reason, I
recommend that you regularly review your account's performance and remove
any poorly performing keywords.
For another chance to run your ads with this keyword in a different
format, you can try one of the following:
1. Delete the disabled keyword and then add it as an exact-matching
keyword to the same Ad Group.
2. Delete the disabled keyword and begin a new Ad Group. Create more
targeted ad text specific to the meaning of your keywords. Add the keyword
as an exact or phrase-matched keyword.
3. In the same or different Ad Group, combine your keyword with 2-3 other
words to create a more specific keyword phrase. This will result in better
targeting, and potentially, better performance.
NEGATIVE KEYWORDS
Also, keyword matching options will allow you to re-use the keyword in
another format and make it more targeted. If you intend to use a
broad-matched single keyword or popular phrase, I strongly recommend that
you use negative keywords to weed out ad impressions for keyword
variations that are not relevant to your ad. To read more about keyword
matching options, please visit:
[link]
ADD KEYWORD VARIATIONS
Google AdWords offers a Keyword Tool to help our advertisers refine their
keywords. Simply submit a keyword, and choose relevant words from the
results. Combine these relevant results with each other or with your
current keywords to make them more specific. You can also use the
irrelevant results as negative keywords to ensure that your campaign is
highly targeted. To access this tool click 'Keyword Tool' above the
keyword table for the Ad Group you wish to edit.
OPTIMIZE AD TEXT
Finally, testing and comparing multiple ads within an Ad Group is one of
the best ways to determine which ads perform best for you - and AdWords'
ad optimization feature now automatically does the work for you. This
ensures that you continue to reach your audience with your most targeted,
relevant ads. This feature helps you save time, improve your overall ad
and keyword clickthrough rates (CTRs), and decrease your overall costs by
focusing on your better performing ads and related keywords.
[ Message was edited by: flyingrose 11/25/2004 12:13 pm ]
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chman0024
Joined: Eons Ago
# Posts: 173
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Posted: 2004-Nov-25 10:02
flyingrose,
Thanks for the info, good post.
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flyingrose
Staff
Joined: Oct 30, 2003
# Posts: 3361
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Posted: 2004-Nov-25 18:51
Thank you chman. These changes will have a serious impact on many advertisers - an impact which could permanently affect their ability to get their ads to appear for the keywords they most want.
The links Google refers to above point to important information, especially the keyword matching options at link.
One thing on that page I want to expand upon is touched on in this quote:
"Finally, keep in mind that other advertisers may have bid for the same broad-matched keyword combinations that trigger your ads, increasing your actual CPC amounts. Using exact, phrase, or negative matches can help you keep your costs low."
Even though YOU use phrase or exact match to specifically target your ads, if other advertisers are using broad match for general keywords you are competing with them for phrases that don't even apply to them.
If their bids are higher, their less relevant ads WILL display above yours. If you have a large number of competitors there could be large numbers of untargeted ads pushing yours off the page unless you want to greatly increase your bids.
Google's theory is that if those less relevant ads perform poorly their system will eventually weed them out by disabling those that have low CTRs.
[ Message was edited by: flyingrose 11/25/2004 12:16 pm ]
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flyingrose
Staff
Joined: Oct 30, 2003
# Posts: 3361
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Posted: 2004-Nov-25 19:00
Some good news is found here regarding Expanded Broad Match:
"...expanded-match terms aren't included in our calculations for your minimum CTR requirement; therefore, they don't affect your ad's rank."
I suspect this is new and it will reduce how quickly keywords get disabled and hopefully not disable your keywords because they were being displayed for unrelated searches.
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flyingrose
Staff
Joined: Oct 30, 2003
# Posts: 3361
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Posted: 2004-Nov-29 20:47
To minimize the impact the changes have on your accounts, I recommend being more aggressive about deleting poorly performing keywords.
Where I used to let some run that were getting clicks now I delete more right away if they're getting lots of impressions and only a few clicks.
Don't be afraid to delete them as you can always add them back later once you have a strong CTR.
It is also a good idea to spread new additions out over several days instead of doing a lot all at once. This is more important for newer accounts and those that have low overall CTRs or a smaller number of overall keywords.
The more established your account and the higher the average CTR overall the more new keywords you can add without negatively affecting your account.
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