Advertising and Marketing - Talent matters

Back in the good old days, AdWords worked in a very basic way. The higher you pay for click, the higher your add position on the first page. Simple. There are a lot of other PPC networks still operating on this model and that is one reason nobody can remember their names. Google dragged it’s advertisers kicking and screaming into the new Quality score based bidding system, the game completely changed. Google AdWords no longer works on a "highest bid wins" system but on a rather confusing and sometimes illusive set of quality criteria. Some people find it very difficult to get their heads around how this "quality" effects their bid prices and ultimately their ROI. Quality score calculated on places, one for account level quality score, and the other one is keywords quality score. Here we will discuss the keyword quality score. how does it get calculated and how it influence the campaign progress and ROI.

Quality score is only derived by the performance history of your specific keywords in return it controls the two basic parameters called ad rank, and bid value. if the keyword quality score is not good then your keywords most likely will not trigger the ads. But if the same keyword is high in quality score then with lower bid value, keywords will display the ads on higher positions. this philisophy of quality score is bit confusing if you are not taking into consideration the Account Performance. Account performance related with the keywords is simply your CTR, Click through Rate. if the CTR value is low for your keyword then Quality score value will be low. CTR is calcluated based on the number of times your add clicked devided by the number of times your displayed. for example if your ad displayed for 1000 times and it is clicked only twice then CTR is 2/1000. A keyword's CTR is a strong indicator of its relevance to the user and the overall success of the keyword.Well targeted keyword that shows a similarly targeted ad is more likely to have a higher CTR than a general keyword with non-specific ad text. The more your keywords and ads relate to each other and to your business, the more likely a user is to click on your ad after searching on your keyword phrase.

For good CTR keywords, the quality score value is higher and it will allow you to place your ads on better position as compared with your competitors. this new phenomenon revolutionary change by Google Adwords has brought many new opportunities for advertisers and young talent to take Pay Per Click Advertising as a career. To get best results from your Google Account you need to operate productive advertising campaigns and the campaigns must have good CTR value. There are advertisers and media groups in late 2006, those employed pay per click media for brand promos, to build the awareness of the brand with minimum CTR value. this way the have caused a huge loss to the industry. secondly Google aim is to provide the best match information to the user and this only can be fulfiled if Google considers the value of information. and it does.