So, you got all your Pay Per Click campaigns setup and running. You are happily paying $0.05 to $0.10 per click and all of a sudden Google decided to slap you and WHAM you wake up in the morning realizing that all your bidding keywords are inactive and you need to pay $5.00 per click. That right, five dollars per click! If you can still make profit by paying that amount of money. Then, it is totally fine, but chances are you won't.
Now the big question is, how do you overcome this? Before going deep into the how, first you have to understand the why. Well, it's all about relevancy. If the keywords that you are bidding are not relevant to the landing page or the site that you are promoting, then you will be punished with poor quality score. That means, you need to make sure that your landing page has the keywords that you are bidding. For example, if you are bidding for the keywords 'red shoes', you will need to have the term 'red shoes'on your landing page or website.
There are a couple of things you can do to beat this, first of all you will need to have very small and targeted adgroups. That means, you cannot put all the keywords that you have into an adgroup. You will need to break them into small groups for example, if you have a list like this:
polka dot red shoes
small red shoes
new blue shoes
big red shoes
big blue shoes
small blue shoes
You can break them into two groups where the first group will be keywords that consist of 'red shoes' and the other one 'blue shoes'. So you'll have
First Adgroup: red shoes
small red shoes
polka dot red shoes
big red shoes
Second Adgroup: blue shoes
new blue shoes
big blue shoes
small blue shoes.
Got that? sounds tough, but you can easily do this by using the KeywordGrouper function in the Adwords Editor tool which you download it for free from Google's website.
Now, to improve the relevancy between your keywords and your landing pages, there are actually a few ways to achieve this. The first way will be to create multiple landing pages. Meaning, you create different landing pages for different adgroups. Based on the examples above, you now have two different adgroups, what you need to do is to create a landing page for 'red shoes' and a landing page for 'blue shoes'. You really want to make your adgroups as tight as possible and be sure that your landing page contains the keywords within the adgroups.
You can manually create multiple landing pages at first to understand more how this works. This can be a daunting task but it is the most reliable and the best way to learn. The other way to do this will be using dynamic keyword insertion or (DKI) technique and having dynamic keywords appear on your landing page Which is a more advanced technique. Doing this will require a fair amount of knowledge on .php but you can certainly search this on the net to find out more. See below for more information about the method that I use to lower my pay-per-click bid dramatically and fast.
Find out more about LPGen at http://www.lpgen.org, a site that can help you to improve your pay-per-click marketing results dramatically.
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