Introducing Keyword Adequacy Quotient

Adwords’ Search Query Performance Report could be significantly improved. However, if you’re using Broad or Phrase Match Keywords, run the report in order to identify ways to improve performance, and calculate your Keyword Adequacy Quotient. Track your Keyword Adequacy Quotient over time, and you’ll find that your account performance will improve as your Score improves.

Hats Off to Adwords Developers

We’ve made several suggestions in the past for improving Adwords’ online interface and desktop editor, and Google has actually made several of the revisions. The most recent one was adding “dismiss” to alerts. I imagine that once a dozen or so similar suggestions pile up, a manager in Adwords’ development department schedules the revision for programming.  So I’m adding this post as a sort of Adwords wish list, and beginning it with two suggestions I made yesterday via an online chat with a Google chat representative.  Please feel free to add to the list whenever you have ideas for improving either the online Adwords interface or the Adwords desktop editor.

Scaling an Organization of PPC Experts

We find the business of Pay Per Click Marketing interesting from an economic standpoint, only to the extent it can be scaled. The demand for our pay per click management services is strong, but doing a proper job of managing Adwords (and particularly Yahoo and MSN) accounts is incredibly labor intensive and requires a large team of PPC Experts.

Return on our clients’ Ad Spending depends on a lot of technical, detailed, day to day decisions made within a framework for monitoring and continuously improving the performance of advertising accounts. So the key to building a successful Pay Per Click Marketing mammoth is to design the organization, at all levels, to provide exceptional client service.

The following blue print for success is written for the benefit of our PPC Experts.

Comparison Shoppers got you by the tail?

For hyper-competitive ad spaces, content network advertising can sometimes convert more efficiently than search advertising.  One reason for this is that when a qualified prospect lands on an Advertiser’s landing page, the browser back button offers more alternatives for search sourced ads than it offers for content network ads.

Keyword Quality Scores

Quality Scores should be monitored weekly at the keyword level.  Include a list of poor quality scores in each report and describe what you will do to remedy the scores (if anything).  Sometimes PPC Analysts struggle with finding recommendations for monthly reports.  However if you are performing your daily maintenance in a thorough manner, you’ll almost always find ways of improving the account by focusing on keyword quality scores.

Adwords Manager

Our system for managing Adwords is designed for use by professional Adwords Managers.  If you’re an experienced Adwords Manager, then many of the concepts we illuminate will make intuitive sense to you.  If you’re not an experienced Adwords Manager, and you find yourself lost, then drop us some questions in this Blog Post.

Framework for PPC Management

We’ve just published our framework for managing Pay Per Click Advertising. We’ve used this framework for the past several years to manage Adwords pay per click accounts (and Yahoo accounts too) and find that it is particularly helpful for our PPC Analysts.