Mon Jan 07 07:02:46 PST 2019

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scrolling through a bunch of ads, they have displayed a greater intent to make a
purchase.
These two ? lower bid prices and users predisposed towards conversion ? combine
such that listing lower may provide a better ROI than listing at the top. If the top
ads seem too expensive, you may need to test the profit elasticity for your market
to see what ad locations will return the highest overall profits.
Lowering Click Price after Bidding
After you get about 30 to 50 clicks and have a decent click-through rate, you may
want to slash your bids in half. Often it is best to start off with your ad near the
top to collect feedback, and then let it fall back slightly after you drop ad price.
Instead of lowering your bid all at once, lower it slowly over time and monitor your
ad rank position as indicated in the AdWords interface. If your ads have a high
relevancy score they can still appear near the top even if you lower your max bids.
Expanding Breadth
If you are running your ads correctly, the availability of well-targeted ads should
be what is limiting your spend.
If your ad spend is limited by a budget, and you are ranking high for many of the
search terms, you may want to lower your max bid to lower the position down to
three to seven. In doing so you will be able to show up on more search results, and
people who are looking at the lower ad positions are more pre-qualified to buy.
Dynamic Keyword Insertion
If you have a group of similar keywords that could still use the same body text, you
can enable dynamic keyword insertion by writing out your normal body text and
placing {KeyWord: default keyword} in the title or description of the ad.
When the keyword matching the search is greater than 25 characters, the default ad
title will show. Otherwise, the ad will show the search term as the ad title. Also
note how I capitalized the ?K? and ?W? in the word keyword. This makes the
words in your included part capitalized.
Having keywords in your title can help your title jump out at people and improve
click-through rates.
Google now also allows you to pass the referring keyword trigger as a variable in
the actual destination URL. To pass the trigger keyword as a variable, use
&kw={keyword}. You can also track whether the clicks came from Google
content ads or Google search ads by adding the following to your URL
referrer={ifsearch:GoogleAdWordsSearch}{ifcontent:GoogleAdWords
Content}.