Keeping in mind that you want to focus on conversions, you might want to know more about settings and keywords and how your cost per click gets calculated. Remember, the more distracted you get from the conversions, the more you’re liable to make mistakes. Let’s go into the Udemy instructor campaign:
One of the big factors that decides how much it costs to get a click and how high you rank on the term is your keyword score. You get to it by going to keywords and you go under status and hover over it. I’ve got a 10/10 quality score but I did not start with a 10/10 quality score. I worked up to this. You get that by giving users a good experience with your ads. That means ad users click on it. That means a landing page users don’t immediately back out of when they land on it. That means having a landing page that is relevant to what happens.
A user experience more generally on Google is the complete behavioral pattern that users show to Google. The best user experience is a click on an ad, a landing page, and no return back to the search term. That’s how Google determines it’s quality score. An effective click through create ad relevance is related to whether people actually are looking for that ad or not. That includes your advertising . It can include things like the domain it’s on and it can include how often users are clicking on the ad. There’s lots of tools Google can put into ad relevance.
The landing page experience is how often users are staying on the page and not backing out of it. . If a user clicks on an ad and backs straight out of it, Google knows they had a bad landing page experience and that also can affect your ad relevance. If people click your ad and back out of the landing page, that’s a good click through rate but it’s low ad relevance, low landing page experience. What you can see here is I’ve got a good click through rate, an ad that’s relevant, and a landing page that users are likely to spend time on. That’s how you get a good quality score in Google Adwords.
It’s better to just use one keyword that has a high quality score than to just go for a bunch of clicks, but the thing is you can only start by doing your best with what you have. You may have to work from a low quality score and work your way up. That’s keywords. The second factor with keywords is the type of match it is. If you look at the match, this is an exact match keyword. They must exactly type in Udemy, it must be spelled this way and it must be in there.
The other things you can have are broad match or phrase match but since this is one word, I just need the word Udemy in the search terms. If I have two words then the phrase must be typed out exactly. But if I have a phrase match, the phrase can be used anywhere in a larger search term. This exact phrase must be searching for Udemy. If I had it on broad match, the brackets indicate exact match. This shows a broad match keyword. People could misspell Udemy, they could have things related to Udemy. The user actually didn’t have to put the word Udemy in there it could be something similar that Google figured was relevant. It could be something like e-learning or online learning. This broad match gave Google a wide opportunity to choose different keywords. If you choose phrase match, you have to have the exact phrase in there.
These are subtle differences, but what you should know is that it’s better to hit exactly on a specific thing if you want a relevant ad. But if you want more traffic, using a more broad match term is likely to get you more traffic. I am currently getting the maximum amount I can on this exact match keyword. I am showing ads on every single impression possible. This broad match term has more traffic, but it also doesn’t have as much relevance. When someone searches for this Google is certain to show my ad first even if another advertiser is bidding higher than me. The reason is Google knows this is likely to provide the best user experience. Google would rather provide users with a good experience at a lower cost than to provide users with an experience that is not as good of an experience. What you see is that exactly. My cost per click (CPC) was higher and my average position was lower. Knowing these different types of keywords, you can make the best kinds of ads.
You’ll find frustration with messing with keywords because if you’re trying to get traffic and use an exact match keyword, most of the time you will find that you don’t get traffic from that keyword. Now that you know the types of keyword matches on here, you have the ability to create your ads with different types of keyword matching in mind.