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In summer of 2005, Google advertisers panicked as Google started implementing a new policy of keyword status. Every keyword in Google's system now has a minimum required bid. It can vary wildly, from two cents up to a dollar or more in some markets. If you won't pay that minimum for a particular keyword, Google will simply put your keyword on inactive status and won't show your ad when folks search on that term. Agree to bid the required amount or higher, and your ads will show. Many watched as their precious five-cent minimum bids got jacked up to ten and twenty cents and more. Some who based their entire selling strategy on this minimum price thought it would kill their business. Not So. Should Google demand a higher bid and deactivate your terms then you have more than one option: (1) You could give Google the bid they are asking for, or (2) You can play with your ad copy and try to get the Google computers to believe that your ads are relevant and by that means lower the minimum bid required. If you are thinking of choosing option 1, make sure you really need to and that your budget can support that decision. With the second choice -this is the recommended one-then use this device: Place the term and put into your ad in the headline. If doing that messes up your ad and creates havoc for all your other keywords in the ad group, then you can try 'peel and stick' Remove that keyword from your list and create a new ad group for that word alone and write an ad using that keyword in the headline. That will convince Google's computers that you're writing relevant ads, and you are likely to be allowed to bid a lower price. More importantly, you're all but guaranteed a higher CTR by doing this. The reality is that your ads aren't really being judged on true relevance but on perceived relevance. Your great CTR won't get Google to lower your minimum bid price; only the fact that you use your keyword in the headline of your ad will get you a lower minimum bid. Actual relevancy has nothing to do with the matter what it all comes down to, is whether the Google computers see my ads as relevant. Whatever the reasoning, by running their system in this manner Google is pushing you to do with your keywords and ad groups just what the more savvy AdWords managers are doing; dividing their keyword lists into small, compact groups. You may be penalized by Google if you have keywords on your list that arent relevant to your ad. They will do this by making those keywords inactive.
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Having over ten years of experience in google adwords management , Kirt Christensen, will share his expertise in managing adwords, by presenting you hints he found that work (and some that don't work). www.managemypayperclick.com">www.managemypayperclick.com This and other unique content adwords management articles are available with free reprint rights.
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