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Now: this adgroup needed at least one keyword in order to go through. So, I literally used...
as my keyword phrase. And I put it in brackets, which means someone must be searching Google for those specific, exact words -- not merely contained within a broader search query.
Guess what returned as my Minimum bid:
So...right. There's fierce PPC competition going on for 'placeholder keyword' searches?
Minimum CPC bids are determined by a given keyword's Quality Score - and if a keyword has minimal historic data (like "Placeholder Keyword") - what Google anticipates it's Quality Score will be...
I'm half-expecting one of you to pipe in with a post about the mysterious ways of Google's deep algorithms...as religionists explain hypocrisies and contradictions in their dogma, eg: "The Lord doth work in mysterious ways."
Actually I'm surprised that the keyword would be activated at all. Note that just because it say 'active' doesn't necessarily mean it is active. Did you do a search and find your advertisement?
Even if it is truely active now I bet it goes (secretly) inactive in a week or two.
ps. google doesn't 'inflate' minimum bids - she just sets them to what she thinks is best for G.
The $0.15 min bid came up instantaneously after clicking "save" to submit. As soon as I moved my intended keywords to that adgroup, I deleted placeholder keyword. It wasn't sitting in the adgroup for very long.
You might even uncover a rich untapped niche. Hell.... who couldn't use a placeholder keyword.
Firstly though, read some of the previous discussions re. landing page quality score or you could blow this baby out to 10 bucks a click, which would be a shame as I for one think the world needs more placeholder keyword entrepreneurs.
G just may have learned a thing or two regarding this in their years of organic ranking... :-)
"Organic rankings" require analyzing a web page in the context of the web and establishing its keyword relevance and importance by using on-page and off-page factors. Off-page factors (the only factors that are not easily controlled by the web page owner) are not available for ad-hoc landing pages.
So I do no longer believe this "relevancy-of-the-landing-page-to-the-keyword-thing" ( I used to :-) ). For example, we are paying 0.02 cents for keywords that do not even appear on any landing page.
Of course QS exists, but in my opinion it is not related to "page relevancy"...
QS is related to quality factors of the landing page, such as:
- privacy statement?
- too much Adsense
- unique content
I also think each Adwords advertiser may be categorized in a business model, manually and historically. This also effects overall QS.
But "page relevancy" for a keyword, it is not a factor in my experience.