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Like everyone here, I like to follow the rules and improve my campaigns. For a while now I've noticed some phrases in my account have a high CPC placed on them and become deactivated.
When I look at the phrases, I can see that they aren't mentioned in the landing page. So I can see where google are coming from by bumping up the CPC. They're trying to get me to increase the quality of my landing page.
So I decide to improve the quality score. I make a landing page closely focused around the keyphrase - including it in all the important areas of the page - and then resubmit the phrases.
And... nothing happens.
My question: Is there a specific time you have to wait before either a person or a script re-checks the phrase and it's landing page?
Or am I wasting time by making relevant landing pages for each keyphrase? Is it impossible to lower your minimum CPC once it's been set by google?
And a rant: A lot of the ideas behind the rules at Adwords are excellent. They just don't seem to work in practice.
When I am not happy with the minimum cpc that google adwords gives me, I delete all my ads and all my keywords in the Ad Group, then I re-enter the same keywords and re draft a new ads that include the keywords, in order to get a new lower minimum cpc.
May be you need to do the same process.
I contacted google and they were fast getting back to me. One thing they mentioned was that they have 'crawlers' who regularly visit the landing pages so you don't have to re-submit them for review.
One problem there is that an all-graphic landing page (which I find sells well) won't pass the crawlers as they obviously can't read text that's a graphic.
Another quick point: I think making people improve landing pages is a good idea for everyone. BUT it's not working. So far improving landing pages, making them more relevant, and adding more 'content' to them has no effect on the minimum $5 - $10 per click I'm getting on some phrases.
Realistically, at the moment anyway, if your phrases are set to $5 - $10 you can alter the landing page all you like and it's not going to make any difference.