Anne-Christine Johnson
Google Pay-Per-Click Expert

I recently read a blog about active keywords in Google and I was curious to see what actually makes a keyword ‘active.’ With that in mind, I randomly selected a new account I am managing and chose an ad group I thought was getting a high amount of traffic. Using the Google Ads Diagnostic Tool I learned that all three keywords were not showing ads. With some quick research I discovered that there is a policy on Google keywords; keywords with low search volume and/or new keywords will not show ads no matter how high the maximum bids are. 

In the same Google account, I checked out a separate ad group with a keyword that received 27 clicks and held a very high Click-Through-Rate, or CTR. Surprisingly, that keyword was not showing ads either. Unfortunately, the pop up box could not give me enough information so I decided my next step would be to call Google directly, which is always a great idea if you’re stuck in a situation and you don’t know what to. Whether it is Google, Yahoo or MSN you can always call search engine providers.

I asked Google how this could happen seeing as how that specific keyword had received such a high traffic volume in so little time. I wasn’t thrilled to get the same answer from a live person that the Diagnostic Tool pop-up had already given me but once they actually went into the account I was looking at, the information was extremely useful.

The keywords were not showing the ads because the account’s budget was too low and only receiving a small percent of eligible impressions. They recommended increasing the budget or deleting irrelevant keywords. Google also strongly suggested the use of negative keywords to reduce any other irrelevant traffic and once you do that, you can only increase your quality score while getting potential customers you want.

To sum it up, be aware of keywords, their clicks and impressions. Don’t forget how important the Ads Diagnostic Tool is because even though Google may say a keyword is active, doesn’t mean it really is.

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Anne-Christine Johnson
Directory One, Inc.
Google Pay Per Click Advertising Expert 

  Ever wondered how to improve your Google PPC Quality Score?

With the Google Adword’s Quality Score system, advertisers are forced to better optimize their campaigns so that their keywords and ads are relevant to what searchers are looking for. The more relevant the ad, the more the Click-Through-Rate or CTR increases. Thus, clicks to an ad increase and with more clicks the advertiser makes more money.

Before Google introduced Quality Scores, an advertiser only had to change bidding to change an ad’s ranking. However quality scores take into account relevance of keywords to an ad, the landing page as well as how a given keyword has performed before. Even worse, poor quality scores raise minimum bids.

Unless you have a Google account with excellent keyword performance history, fully optimized ads and a legitimate landing page, there are ways a frustrated advertiser can safely improve quality scores without jeopardizing accounts and most importantly, generate more money.

Keywords must not only be included in the ad but also in the landing page line at the bottom of the ad. Making sure your keywords are on the landing page when the customer arrives is also important.

Example Only URL Below:
              Wanna Buy Seashells?
              Sally Sells Seashells by the
              Seashore. Visit Her Online Now! 
              www.sallybytheseashore.com/seashells

Using negative keywords can also be helpful. Some advertisers are product specific. Sally wants to attract potential clients searching for seashells not beach wear. Negative keywords are used within the ad group and keeps your add off pages that are unrelated to your business, which lowers your quality score.

Aggressively bidding when a campaign is first launched can quickly increase quality scores as well as pausing campaigns during peak hours of business. Many advertisers have a much smaller budget than the number of clicks being received.

Although Yahoo and MSN do have somewhat similar systems, these same tips an advertiser uses in Google can be just as effective. In any case, the more relevant an ad, the more likely it will be search friendly. Searchers appreciate that and so will you.

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Author: Erica Evans
Directory One, Inc.
SEO Content Writer

Whether you’re an SEO Content Writer like me or just interested in the art of search engine marketing, chances are that you are constantly learning something new about SEO everyday. The truth of the matter is Search Engine Marketing and Optimization really are a science - constantly evolving with new practices developing everyday which make the process more efficient and hopefully more beneficial to your clients.
Because one can never truly know enough about search engine marketing and optimization, I’ve compiled a short list of books guaranteed to be helpful to other SEO Writers or those that are simply interested in how the whole thing works.

1) The ABCs of SEO $18.81
by David George
Sure to help with understanding the fundamentals of SEO, this guide presents strategies and explains common missteps those who work in search engine marketing make. The book also covers the basics of how those that work in SEO can beat their competitors, increase their search engine rankings and boost the number and quality of visitors.

2) Search Engine Marketing, Inc. : Driving Search Traffic to Your Company’s Website $32.99
by Mike Moran and Bill Hunt

A detailed read that covers everything from how to align search marketing with your company’s strategic and tactical goods to how to hire the right SEO Consultant. The authors do a great job of addressing common issues that may arise, offering best practices and step by step techniques.

3) Search Engine Advertising: Buying Your Way to the Top to Increase Sales $19.79
by Catherine Seda

A popular speaker on the topics of search engine marketing and affiliate management, the author, Catherine Seda, outlines the strategy involved in buying the specific keyword positions that lead users to the pages you want them to view. The book is suitable for the inexperienced and experienced alike as it gives them tips on how to convert website visitors into buyers for your customers.

4) Search Engine Optimization- An Hour A Day $19.79
by Jennifer Grappone & Gravida Couzin

This book is ideal for those that are new to SEO. Taking a common sense approach, the book explains both the technical aspects and the reasons why SEO is important to business goals.

5) Ultimate Guide to Google AdWords $16.47
by Perry Marshall

Tagged a must read by Internet Marketers, this book offers insight not only into Google AdWords, but also search engine marketing itself with information on everything from how to build an AdWords campaign to how to defeat click fraud.

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Author: Philip O’Hara
Search Engine Marketing Expert

You need a great deal of content, over time, to rank on the search engines. Just as a million links won’t help you all at one time, it will also take a period of years to see how Google decides where you belong in the search results world. Oh yes, do remember that the content on your page must be convincing and have a strong call to action.

What do you want the potential customer to do? Would you want them to click forward on your site, enter information and then email you or phone you? Have a plan for the potential customer. Businesses that have a plan for their website visitors get the best return on their investment. Keep writing different scenarios that a potential customer can take with the services you offer. Know when to ask the potential customer to call you to obtain certain information within your copy.

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