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Ever wonder how the price per click for your ads is determined in Google AdWords?
Let's start with when a user types something in the Google search box.
Google's system picks out all advertisers who have ads for this keyword....
...and sorts them according to their Ad Rank, which equals the Quality Score multiplied
by the maximum bid.
The Quality Score is a number that AdWords uses to grade how relevant the keyword, ad,
and landing page are to what the user is looking for.
Your actual cost per click equals the rating of the next ad after yours, divided by your
Quality Score, plus 1 cent. So in our example, your Quality Score is eight,
and you'll pay about two and a half dollars for each click.
As you can see from the formula, the higher your Quality Score is, the less you have to
pay per click. That means if your Quality Score increases
from 8 to 10, then you'll stay in first place but your cost per click drops to two dollars.
So how do you improve that Quality Score? First of all, ensure your keywords, ads, and
landing pages are as relevant as possible. To do this, break down your search terms into
narrow groups. Experiment and look for new keywords. And when а keyword doesn`t work,
tweak it or delete it.
And never stop testing your ads.
Monitor them, and if some ad texts don't work, remove them and create new ones.
Use a separate landing page for each product you advertise.
The ideal landing page should have a clear call to action -- and only the information
that's most important for the user. In addition, the Quality Score is affected
by many other factors. To fine-tune these, you can consult a guide to Google AdWords
[pause] ...or contact an agency that specializes in contextual advertising.
And now that you know the pricing behind AdWords, you can make your marketing campaigns more
successful while paying less. Good luck!