Today I want to talk about why you should always start out with higher CPCs.
You already know that Google is going really crazy when it comes to quality score. If you have a high quality score, you can pay a lot less for the number one position in Google, then another advertiser is paying for the number five position. I’m not going to go through all the details again of how Google ranks the ads, because I already in different place about that, but quality score is a huge part of that.
The quality score basically consists of three things. One is the relevancy of the page that you are sending people to. And that makes approximately 20% of your quality score. Of course that number is an estimate. Nobody except the secret Google crew who knows that. Another thing that makes about 20% of your quality score is your on page SEO. So that means basically you title, the meta keywords, the meta description, the H1 tags, pictures and so on. That again accounts for about 20% of the quality score.
The single most important factor when it comes to how Google evaluates your quality score is your click through rate. If you have an ad that gets lots of clicks, then Google will give you a lot better quality score.
And in some cases it might actually be cheaper to write an ad that gets more clicks with lower conversions than it is to write an ad that gets less clicks and a higher conversion rate. Simply because you might pay way less for each click with a high click through rate than you pay for each click below click through rate.
So you should always start out with a high cost per click price. Because you want to be positioned high in the search engines so that your keyword of choice triggers your ad in a top position in Google. This way, you will have high click through rate, and thus also a better quality score.
If you are on a limited budget, then what you want to do is simply to limit the daily budget of that particular campaigns to an amount that you can afford. But you still want to have a high cost per click. You still want to show up in the top position in Google. Because at this point in time you simply want to get a great quality score. That’s what it’s all about. Because this quality score can make a huge difference in the cost of your ad. Yes, it’s only a couple of cents per click, but those cents quickly can add up to hundreds or even thousands of dollars for a single keyword.
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