How to achieve quality?

[toddb]

Dynamic kw or one ad for each keyword. But otherwise it is very hard to have the keywords in the ad, title etc for every kw combo in an adgroup.

Example redwidget and red widget are different. Way different.

But even something as simple as multi-colored widgets with kw of red widget and green widget.

I am trying not to touch a thing right now until I nail this down. I have too many bids where I am the only person that are at $5 right now.

[ryanfromaustin]

Dynamic keyword insertion is a strike against your Quality Score. If you have any programming abilities or resources, I'd strongly recommend automating your ad creation process. This makes it quite easy to have many highly-targeted ads without using keyword insertion.

[toddb]

Ryan, how do we know that?

[ryanfromaustin]

I was told by our account manager and by an engineer. In their view, it's difficult to really do precise targeting if you use dynamic keyword insertion and they also want to discourage people from throwing up a huge list of keywords that are not well-thought-out. I would recommend steering clear of that method as I have definitely witnessed a negative effect of using it.

[toddb]

Ryan, this is what makes webmasterworld so cool. thank you for your response. Our big issue is we are getting killed on misspells and nonsensicals.

Example is "green fuzzy widgets". We might also target "green fuzy widgets". or "greenfuzzywidgets".

The last one are costing 10 times the first one. Pretty hard to put all three keywords in our ad. So no way to have relevency on those. But how can you argue we are not on target with that term? Nice CTR but few impression and killing me on the CPC.

[mark1111]

Ryan, if you know an engineer there, do you get any sense of whether this rollout has huge unforeseen problems or whether it's pretty much what they intended?

Are all the engineers working this weekend? That would suggest frantic efforts to fix the system.

[ryanfromaustin]

I don't know any engineers at Google. I am just lucky enough to have a great account manager who goes to the engineers for us from time to time. The sense I get from talking to him about the changes is that there are a few "kinks" but that we are primarily in a transition period and feeling the growing pains of it. He swears that things are going to settle down a bit and they are responding to feedback from customers. Accordingly, you should really call them and voice your concerns if you have any.

Just to be clear about how this works - for those of you worried that your minimum CPC's have jumped too high, they will go DOWN as long as you optimize and watch your CTR's. Conversely, for all those advertisers who are not optimizing and who think they have struck gold by getting their poor-quality ads to the top, their prices are going to go UP until they can't afford to keep the keyword(s) active. The end result of these changes will be the same as the old system - diligent advertisers who carefully optimize will see their prices dropping back down and their rankings going back up, while the sloppy "brute force" advertisers will see their ads moving down the page while their costs shoot upward.

[outland88]

I would think the way Google wants you to achieve quality optimization (low priced ads) is by broad match and keyword specific ads. Each more advantageous to Google than you. If you want to use 100’s of terms and phrases that the big boys aren’t targeting I would speculate Google has at least doubled the rates on them.

I mean realistically how much actual optimization can you do for a 15 word ad other than target a few keywords. Google IMO wants you creating dozens of keyword specific ads that increase their clicks but not necessarily your conversions. A price decrease won't make up for the empty clicks.

[surf4soul]

will the trick with the {keyword} work to get you a higher QS?

[outland88]

>will the trick with the {keyword} work to get you a higher QS?<

I speculate it would work but you've got to remember its a new system. You could do a lot of work setting up keyword specific ads or phrases to lower costs but Google could nullify it a few days or weeks later. They don't want anybody making an end run around them making more money.