PPC: Are You Paying More Than The Established Ones?
If you are an experienced search marketer, you must be knowing that your pay per click with Google is directly proportional to your Quality Score and the other advertisers' Ad Rank.
However, it is of late, that Google actually allowed advertises to take a peek at their score for the keywords present their accounts.
Prior to this, it was only the text representation for that an advertiser could see.
However, even today when you claim to scoop out all details about your Score, you only get lay your hands on the Quality Score tied to the keyword, whereas, the score for every ad and account remains obscured..
Although Google has repetitively asked its advertisers to largely focus on the improvement of the keyword level, the tests have also shown that it is the account and ad Scores that actually procures big implications on considering your per-click costs.
Recently, a case study performed on the measure of the impact of these hidden Quality Scores delivered some really interesting results.
In the test, an old account was replicated into a brand, new one and immediately, once the keyword level quality score came to an even levels between the two accounts, highest CPCs equal to one another for each keywords in both accounts was set and behold.
Finally, it was found that the actual per-click costs were four times higher in the new account as compared to the old account which is predominantly impelled through the historical account Score.
On making all other factors constant booting out account, a massive difference of about four times in the CPCs was visible.
The reason behind this vast difference was obviously the fact that the original account was 4 years old and hence, having high historical performance to prompt improved account level Quality Scores in comparison to all other recent accounts.
It is interesting to notice that accounts do not show keyword level Quality Score in the AdWords interface, by default so as to keep it safe from the less net savvy users.
Now experts, definitely have given thought to this hide and seek game and have come up with three valid options.
However, it is of late, that Google actually allowed advertises to take a peek at their score for the keywords present their accounts.
Prior to this, it was only the text representation for that an advertiser could see.
However, even today when you claim to scoop out all details about your Score, you only get lay your hands on the Quality Score tied to the keyword, whereas, the score for every ad and account remains obscured..
Although Google has repetitively asked its advertisers to largely focus on the improvement of the keyword level, the tests have also shown that it is the account and ad Scores that actually procures big implications on considering your per-click costs.
Recently, a case study performed on the measure of the impact of these hidden Quality Scores delivered some really interesting results.
In the test, an old account was replicated into a brand, new one and immediately, once the keyword level quality score came to an even levels between the two accounts, highest CPCs equal to one another for each keywords in both accounts was set and behold.
Finally, it was found that the actual per-click costs were four times higher in the new account as compared to the old account which is predominantly impelled through the historical account Score.
On making all other factors constant booting out account, a massive difference of about four times in the CPCs was visible.
The reason behind this vast difference was obviously the fact that the original account was 4 years old and hence, having high historical performance to prompt improved account level Quality Scores in comparison to all other recent accounts.
It is interesting to notice that accounts do not show keyword level Quality Score in the AdWords interface, by default so as to keep it safe from the less net savvy users.
Now experts, definitely have given thought to this hide and seek game and have come up with three valid options.
- As per Google, display of this information, may complicate the process that they wish to keep simple so as to keep it hidden from the less internet savvy people.
- Google provides advertising credits for no charge to fresh advertisers and by maintaining an account level quality score, they attempt to admonish the constant creation of new accounts for the free advertising.
However, the reason is believed to be least likely possible.
- Now that so much focus is laid on the Score improvement, restructuring campaigns is natural for the advertisers to ponder on, along with the importance of creating more and more accounts.
Naturally, this aspect is of extreme importance because the rate of new account creations is directly proportional to the CPC bids.
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