My name is Matthew Bredel and as of March, 2007, I am a full-time, work-at-home internet marketer.
For close to 10 years, I worked for a defense company which was an OK job, but I was so uninspired in life and frankly, I needed some more money. That is when I first discovered internet marketing! Now I admit that I didn't start making thousands in my first couple of months (in fact, I lost my shirt!), but I finally saw the "internet light"...
From the last blog, we recognized that yes, Google Slap 3 has come and gone. We also found a little and ALMOST useless hidden tool of Google which provides us with a Quality Score. Like I said last time, it does not take a mensa to deduct that a keyword requiring a $10 bid is [...]
From the last blog, we recognized that yes, Google Slap 3 has come and gone. We also found a little and ALMOST useless hidden tool of Google which provides us with a Quality Score. Like I said last time, it does not take a mensa to deduct that a keyword requiring a $10 bid is a poor keyword. But what is worth looking at is trying to find keywords that are GREAT. So I dug into a campaign that I used last year and found an interesting comparison:
Now this is quite interesting and a bit counter-intuitive. Why is TXM Elmo higher quality than the real TMX Elmo keyword? All my ads have TMX Elmo. My landing page has TMX Elmo. I do not have TXM Elmo ANYWHERE (and if I knew this, I would probably have optimized for it!). If we ask Google, they provide there definition as the following:
Quality Score = (keyword’s CTR,ad text relevance,keyword relevance,landing page relevance)*
*Where the interactions between the Quality Score variables change as we continue to refine how to measure and define quality in AdWords.
Well, heck that does not really answer our question either. But if you dig further into the definition:
…These factors include performance variables like keyword clickthrough rate (CTR), ad text relevance, overall historical keyword performance with Google, and even the user experience on the landing page or site associated with an ad…
OK, this is getting closer! What they are saying is that the quality of your keyword is not necessarily under YOUR control. What OTHER people have done with this keyword is a major factor here! Remember that Google’s motive is to bring the search user the most relevant result available. If people do not click ads for certain keywords, they assume that it is not a good enough keyword to provide “bargain” click prices for. If 300 people are bidding on the same keyword, then the market is probably over-saturated with advertisers and therefore the quality of the keyword becomes lower (resulting in higher costs to you). It is all about checks and balances!
So returning to the TMX Elmo example: The OK keyword of TMX Elmo is that way probably because it matches my ad, my landing page and it has a history of being a rather successful PPC term. Still, as you can imagine, the competitive aspect of this keyword probably deems this just an OK keyword (Which is fine and a majority of your keywords will be like this and you can get a reasonable bid price for it). With TXM Elmo, my ad and landing page are sort of similar (they all have “Elmo” in it) and the letters are the same. The history, volume and success of this keyword are probably what deems it GREAT. There are probably not too many bidders for this keyword, but the click-through-rate, historically for this misspelled keyword is probably rather high. This is what Google wants to provide: Not only provide results that the searcher is looking for, but to predict successfully what they are looking for, too.
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