SEO/Google Adwords Question

marciayudkin · **SEO/Google Adwords Question -** 04-29-2006, 06:26 AM

I have a client who wrote me the following:

Quote:

The text in a google ad affects the price of the keywords that are used with the ad. I have tested this and I know for sure that the keywords on a landing page have an effect on the price of the keywords used with the ad - the more (within a reasonable limit) keywords that are relevant and the more often these same keywords are repeated (within an even more reasonable limit) affects the price of the keywords for an ad.

Is this accurate?

I am not an SEO expert by any means. I suspect that his observation about the relationship between keywords and the price of the keywords is accurate but not for the reasons that he thinks, and my understanding of this is so hazy that I am at a loss to agree or disagree reasonably.

Can any of you help me out here? This client is (it seems to me) disproportionately concerned with keywords but I don't know how to steer him away from this so he can concentrate on more productive issues with his site.

Thanks,
Marcia Yudkin

Ken Strong · 04-29-2006, 04:41 PM

The client's quote confuses me -- first he's talking about the text in the ad itself, then he's talking about the text on the landing page.

My understanding is that using keywords in the ad text affects how high the ad is placed, which in turn affects the cost (you can get higher placement at less cost).

I know Google checks to make sure that the text of the URL in the ad matches the actual URL, but as far as I know they don't spider the text on the site as a factor in ad placement or cost.

Ken S.

marciayudkin · 04-29-2006, 05:55 PM

Ken,

Yes, he seems to believe that Google judges "relevance" according to how well the keywords in the Google ad match the keywords on the landing page, and I don't think that's a major factor in the price of the ad, but I can't explain clearly why not.

Can anyone else help with this?

Thanks,
Marcia Yudkin

Ken Strong · 04-29-2006, 06:08 PM

Marcia,

Looks like your client is right after all:

Quote:

21 Dec 05: Google announced that it will also include metrics based on the relevance and quality of landing pages in the quality score, which affects ranking and CPC of sponsored links...

More here:

http://www.accuracast.com/seo-weekly/landing-pages.php

Fuseo · 04-30-2006, 01:24 AM

Yes it is true.

Check out https://adwords.google.com/select/siteguidelines.html

Matt

drkilstein · 04-30-2006, 09:45 AM

Your client is 100% correct. Google will actually lower a bid based on relevance or significantly raise a bid raised on lack of relevance.

You may want to use the peal and stick technique to bring the people to highly targeted pages.

The costs will go way down.

marciayudkin · 04-30-2006, 01:34 PM

Thank you, Ken, Matt & Harlan.

Marcia Yudkin

John Ritz · 04-30-2006, 04:32 PM

Quote:

You may want to use the peal and stick technique to bring the people to highly targeted pages.

The costs will go way down.

That is great advice! And so logical...

Thanks, Harlan, and also Marcia, for bringing this up. I'm going to go review all my adwords ads, but with a focus on this issue this time.

Bailey · 04-30-2006, 06:01 PM

Quote:

Originally Posted by drkilstein

You may want to use the peal and stick technique to bring the people to highly targeted pages.

The costs will go way down.

What's the "peal and stick technique"? I've never heard of it, would love to hear more.

Bailey

Stephen Davies · 04-30-2006, 06:11 PM

Quote:

Originally Posted by Bailey

Quote:

Originally Posted by drkilstein

You may want to use the peal and stick technique to bring the people to highly targeted pages.

The costs will go way down.

What's the "peal and stick technique"? I've never heard of it, would love to hear more.

Bailey

I was going to ask the same question, but didn't have the cahuna's to show my ignorance...

Well, now I am willing to show a bit of testosterone, so what "is" the "peal and stick technique"?

-- inquiring minds would like to know.