Auto Media Blog

I recently received a few emails with questions about our brief Google Adwords post.  One of those questions was;

"What is the content network?" and another email asked "Why does it matter if ads were broken down into different groups?, I thought it was how much I bid that decides where my ads show". 

I will answer the later of the two questions 1st.  

WHERE YOUR ADS SHOW ON GOOGLE IS NOT SOLELY BASED ON HOW MUCH YOU BID.. It is the QUALITY SCORE

What is the Google Quality Score? 

Simply Put, It is a formula that determines:

• How much you pay per click
• What placement your ad gets (The top or the 3rd page...)
• The searches your ads are shown in

Here is how it works in a nutshell.  Your Google Ads, the actual ads you built, must reflect the keywords you have chosen in some capacity.  You should build multiple ads that incorporate as many of your keywords as you can while making sure the ads make sense and get people to buy what your selling.

For example if your keywords are Mercedes, Mercedes Lease, Mercedes Orange County, Mercedes C-Class than your ads should look something like this:

08 Mercedes C-Class $429
08 Mercedes E 350 4Matic $598 Save 
On Mercedes in Orange County
www.Mercedes-OrangeCounty.Com

In the above ad, we use as many of the keywords as we can and get the result below:

*Tip- Use a Price to catch people's eye

Quality Score

The "Great" keyword score is only one part of the equation.  The other parts?

1. The text on the landing page or target page should be relevant to the ad.
2. The domain name, yes the domain name is judged to see if any of your keywords make up the domain, as you can see above they do.

You are probably saying, "So what happens if I bid more than someone whose ad is better than mine?"

The answer; An ad with a high quality score will get higher placement, and will PAY LESS per click then you.  That is why Quality Score coupled with a properly built Adwords campaign can save your dealership big $$$.

As for "Why does it matter if ads are broken down into seperate groups", Well, it is very hard to have multiple keywords that fit into one ad or a series of well performing ads and If your dealership or adwords "professional" (we use that term loosely) managing your account uses highly targeted keywords that tie out to your actual ad text then below is a picture of what you can expect;

7.14% Click Thru Rate!!!

The final piece of the puzzle... AVOID THE CONTENT NETWORK

Why?

Simple, your ads get high click through rates when your ads are shown to a targeted audience and people click on them when interested.  When they are on the content network they are shown on "Google Partner Sites", these sites maybe car enthisiants blogs, or what have you.  These sites often are NOT as highly targeted as matching your ad to someone's search query on Google.  So shut off the content network to pay less and have a successful campaign.

What is Click Thru Rate or CTR as it is commonly reffered to; It is quite simply what percentage of people click on your ads out of the total times it was viewed.  Auto Dealerships managed by a Adwords Professional typically score 1.5% and up, dealerships who manage it themselves often score less than 1/2 of 1%  or .50% CTR

Have More Questions?  Email me at jeffrey@automediacorp.com