There are many myths floating around about AdWords, some of which can seriously damage your budget!
I have collected the top 5 and I will be ‘debunking’ them in this, and future postings.
The first myth – “The more you pay the higher your Ad will show”
AdWords is a lot more than a simple auction. Google’s AdWords system has always taken more into account than just bid price and that has only become more and more true over the last few years.
Bid price is just one of the factors which determines Ad Position. Other factors include Click Through Rate (CTR) and Quality Score. Quality Score depends on the relevance of your keywords to your Ad copy, your landing page copy, and to the rest of your website, as well as on CTR. Certainly your bid has to be high enough, but if your Quality Score is too low, Google may decide not to show your ad at all – no matter how much you bid!
This happened a few months ago to a client of ours. He approached The Adword Adviser because his Ads had stopped showing altogether. We helped him redevelop his website to increase its relevance and now his Ads show all the time and he gets a 10% CTR.
If you would like any advice about this, call Jayne at the Adword Adviser on 01235 424716.