mystickcal
04-07-2007, 10:12 PM
Relevancy Checklist
Relevancy is what has affected most marketers as their ads, keywords, and landing pages are not relevant according to the new algorighm. Below is a Checklist of things to consider when creating your landing pages, or when writing your ads.
NOTE: You are going to hear the term "Focus Keyword(s)". This term referrs to the keywords that you are trying to advertise.
Ad Writing - When writing your ad, make sure that you do not use words that are not contained on the landing page. This can result in Google thinking that your ad is not relevant enough.
Word Count - Your landing page needs to have a significant amount of relative content listed on it. You should have at least 500 words on your landing page.
Keyword Density - Our tests have shown that pages with a keyword density of between 2% and 5% is required to get the lowest minimum bid on your keywords.
Keyword Targeting - The more targeted your keywords are to your ad, and landing page, the lower your CPC and Minimum Bid price will be. For instance, if your adgroup is targeted towards words "Cingular Ringtones" all keywords should have "Cingular Ringtones" in them. Having "Cingular Ringtones" on your landing page may keep your "Cingular Ringtones" keyword prices down, but what about a keyword like "Cingular Ringtones Comparison"?. Unless the word "Comparison" is on your landing page, you run the risk of having a very high Minimum bid price.
Landing Page Filename - if you name your file according to the main keywords that you are advertising, it seems that Google will give you a few Quality Score points. Using the Beating Adwords example above, instead of pointing your ads to: www.yoursite.com, point the destination URL to: www.yoursite.com/CingularRingtones.html.
Display URL - Appending a folder to your display url can also help with getting a few Quality Score points. Instead of using: YourSite.com, set the display url as YourSite.com/CingularRingtones.
Landing Page Title - Every webpage should have a title tag that looks like this: <title></title> The title of your page should reflect the keywords that you are promoting. This is VERY imporant as Google puts quite a bit of weight on the title of the landing page.
Landing Page Header - First paragraph and <h1> tags. The content of your webpage plays a very important part in the relevancy "Game" so make sure to have your focus keywords in the first paragraph of your page. Also, a good technique is to have your keywords in heading tags like: <h1><h2><h3>.
Text Links - Adding a link around a few of your focus keywords is a good idea. Our studies have shown that many of the TOP natural listings on Google use this technique and it is VERY clear that these sites can achieve the lowest possible minimum bid price under the particular keywords.
When creating an adgroup you need to adhere to these guidelines. If you do so, you will see your minimum bid prices go back to "normal" levels.
Relevancy is what has affected most marketers as their ads, keywords, and landing pages are not relevant according to the new algorighm. Below is a Checklist of things to consider when creating your landing pages, or when writing your ads.
NOTE: You are going to hear the term "Focus Keyword(s)". This term referrs to the keywords that you are trying to advertise.
Ad Writing - When writing your ad, make sure that you do not use words that are not contained on the landing page. This can result in Google thinking that your ad is not relevant enough.
Word Count - Your landing page needs to have a significant amount of relative content listed on it. You should have at least 500 words on your landing page.
Keyword Density - Our tests have shown that pages with a keyword density of between 2% and 5% is required to get the lowest minimum bid on your keywords.
Keyword Targeting - The more targeted your keywords are to your ad, and landing page, the lower your CPC and Minimum Bid price will be. For instance, if your adgroup is targeted towards words "Cingular Ringtones" all keywords should have "Cingular Ringtones" in them. Having "Cingular Ringtones" on your landing page may keep your "Cingular Ringtones" keyword prices down, but what about a keyword like "Cingular Ringtones Comparison"?. Unless the word "Comparison" is on your landing page, you run the risk of having a very high Minimum bid price.
Landing Page Filename - if you name your file according to the main keywords that you are advertising, it seems that Google will give you a few Quality Score points. Using the Beating Adwords example above, instead of pointing your ads to: www.yoursite.com, point the destination URL to: www.yoursite.com/CingularRingtones.html.
Display URL - Appending a folder to your display url can also help with getting a few Quality Score points. Instead of using: YourSite.com, set the display url as YourSite.com/CingularRingtones.
Landing Page Title - Every webpage should have a title tag that looks like this: <title></title> The title of your page should reflect the keywords that you are promoting. This is VERY imporant as Google puts quite a bit of weight on the title of the landing page.
Landing Page Header - First paragraph and <h1> tags. The content of your webpage plays a very important part in the relevancy "Game" so make sure to have your focus keywords in the first paragraph of your page. Also, a good technique is to have your keywords in heading tags like: <h1><h2><h3>.
Text Links - Adding a link around a few of your focus keywords is a good idea. Our studies have shown that many of the TOP natural listings on Google use this technique and it is VERY clear that these sites can achieve the lowest possible minimum bid price under the particular keywords.
When creating an adgroup you need to adhere to these guidelines. If you do so, you will see your minimum bid prices go back to "normal" levels.