Optimizing for Google AdWords' New Quality Score System

[thejenn]

Full Text: http://www.searchengineguide.com/art.../0720_rc1.html

Some Snippets:

"In the coming weeks, Google will release a new method for deciding when your ads show up. Because there are more exposed aspects of the algorithm, you have more control over where your ads appear in the ranking."

"Inexperienced advertisers will likely increase their max CPC to retain their paid search rankings. This only provides a short term solution that will drain your budget and leave your ad costing too much."

[ztalk112]

I found the article useful, however it wasn't immediately apparent to me what the author meant by the bullet list item "optimize for your max CPC (cost-per-click)".

Can anyone clarify the point?

Thanks in anticipation.

[Penelope]

interesting article

[copywriter]

I believe he just means "adjust" your maximum cost per click. That's a field you can change in your AdWords control panel.

[StupidScript]

Once per week I run a "Custom" report that looks like this:

Date Range: Last 7 days
Options => All Keyword Names
Options => Keyword Status: Inactive
Options => All Active Campaign Names
Options => All Enabled AdGroup Names
Values => Current Maximum CPC
Values => Keyword Min CPC

This gives me a list of currently Inactive terms, and an easy way to locate them. Once located, simply click the little link below the term that's telling you what the new "Minimum CPC" is (why, is still a mystery ), and make the recommended change.

The term is immediately back in action.

I've tried modifying the ad text to get a different Minimum CPC, but I can't seem to do it. My thoughts are that changing the ad text to spur changes in the MinCPC results in a less-effective ad. Hence the lower MinCPC. I'd just as soon up the bid a few pence and keep my well-performing ad.

Am I wrong?

[StupidScript]

To keep your keywords activated an experienced agency will:

* alter the structure of the account, campaigns, ad groups and keywords
* alter campaign budgeting
* refine content targeting
* optimize for your max CPC
* select proper keyword matching
* ensure rotation of quality ad text
* proper keyword selection
* build out campaign negative keywords
* implement content website exclusion

Is Mr. Ives suggesting that these types of changes will alter the Minimum CPC?