the way it ranks your ad is (max cpc x CTR= ad score)
Either the no 1 ad there at present has an extremely good CTR and is paying a reasonable amount or they are paying a lot of money to be there.
If you REALLY want that position, rasie your bid above the $50 mark until you get to the desired position, but i would be very careful if i were you.
this approach sounds like it could get very expensive, but if you can get the ROI form such high bids, go for it.
briggidere
If any one of those variables is an effective zero, then no matter how high you raise your bid you are still multiplying by that zero, and therefore will never be #1.
Build your history of CTR from the lower positions by bidding high and writing very good ad copy. Your position will increase as a result.
Just my 2 cents.
I totally believe that...
There's a keyword that I battled with forever and I couldn't get number one and then when I asked AdWords support they said that the keyword belongs to the trademarked owner and that they "pay" (top dollar wink wink) to have it at number one and that there's nothing I can do about it. I argued that I was using this keyword WITHOUT violating any trademark issues and that my CTR was in the 30% range! Well, it got nowhere...
I have never heard about the keyword placement in the ad effecting the ad score before. Is it the the same for dynamically created titles or do they not count as the keyword needs to be in the body?
Any chance you could direct me to somewhere where i can read up a little on it. or any further info you could provide would be most excellent.
cheers
briggidere
There may have been some speculation in my statement. Let me clarify my thoughts:
'Quality Score' was initially introduced with the Simplified States changes (see the Adwords Blog [adwords.blogspot.com] for discussion). It is a nondescript part of the equation that rolls together a number of variables to measure the overall appeal of your advertisement. Exactly how the quality score works into positioning, however, is a gray area. We know that the previous ad scoring measurement (which was understood to be mostly if not entirely based on historical performance) combined with MaxCPC to be the main factors in rankings. Google has clearly stated that Quality Score now functions as that part of their positioning algorithm.
When these changes were first initiated, I took part in a series of tests that measured the impact on initial MinCPC of placing keywords in different lines of ad copy. We found that placing the keyword in the 2nd line of copy, for example, produced a measurably different MinCPC than when it was merely placed in the headline. So, it is entirely believable that keyword placement is a factor in Quality Score.
Again, I am not certain that this measurement is being used in ad placement-- but, if I were Google, it certainly would be. Google wants the ads in premium positions to be the ones most likely to be clicked-- thereby maximizing their revenue on each and every search (and, likewise, the relevancy of their results). Quality Score (which is now supposed to include both past performance data and ad relevancy scoring) as a calculated measurement of your ad's overall appeal-- could realistically play a part-- and keyword placement may have an impact, even if a small one.
Oh yeah, our testing found that dynamically inserted keywords did not have the same affect on MinCPC, so it may be that they don't play a part in your Quality Score...
Oh yeah, our testing found that dynamically inserted keywords did not have the same affect on MinCPC, so it may be that they don't play a part in your Quality Score.
Just to clarify Ari's statement (we preformed this test together), we found that using dynamic insertion had no effect on the quality score.
However, when using dynamic insertion, the backup copy ({keyword:backup}) was considered the keyword in terms of how the ad quality score functioned for that particular ad.
