• http://www.pabloalmeida.com.br Pablo Almeida

    I agree with everything you said. I am working on major accounts since 2009 and the myths cited by the jokes you are marketing to explain what they can not analyze with accuracy. :)

  • http://www.nationalpositions.com David Jaeger

    Thanks for the great post. A quick comment about #7… Negative matching won’t actually impact quality score, as quality score is calculated on the exact match of the keyword only. See what Craig Danuloff has to say about that here:
    http://www.clickequations.com/blog/2010/11/match-types-quality-score-truth/

  • ChadB

    I have to disagree with 5.

    I was brought into a Fortune 500 company to manage an Account with about 1000 Clicks per day and a CTR of about 1.2% overall.

    The account had been running, basically unchanged for months.

    The first thing I did was delete the low-performing keywords (lower than .6% CTR and more than 700 impressions).

    After TWO DAYS here’s what happened (without changing anything else):

    From a case study I wrote:
    Client’s advertisements shown to searchers increased 96.9%
    Clicks through to the client’s website increases 35.1%
    Average Cost-Per-Click (CPC) actually decreased 25.5% while impressions and clicks dramatically increase!

    This was not a momentary blip and has continued for months.

    There is NO way this could have been caused by anything else but deleting the low-performing keywords.

  • http://www.visionefx.net Rick Vidallon

    Question for all posters here in regards to this article. Some time ago CNBC ran a story; Inside the Mind of Google. There was a US boot company who swore by Google Ad Words featured in the story. A Google spokes person interviewed for the story had stated (and I am paraphrasing)… that the quality of a website determines placement, not the amount of the bid. True or False anybody?

    Another question. If you are running an Ad Words ad for ( Best Back Scratches in the USA) and it links to a webpage having exact same or similar meta and general page content… does this increase the likelyhood of the ad being served up in Google?

  • http://www.clickequations.com Craig Danuloff

    Hi Mona: Great post.

    Regarding the ‘can negatives help’ mystery – I *think* that while they do say ‘negatives can’t help’ they are referring only to visible quality score. See my post today on the CQ blog for some background. Per that info, the ‘bad’ queries avoided via negatives would bolster average overall CTR for the keyword, as well as the account, geo, and display URL. Assuming, and I am not 100% sure of this, that the CTR of the keyword+ad copy pair is first looked at based on the average of all queries, and then later the unique query is factored in, negs would help, at least a little. Of course, unless a large % of queries were removed via negatives it’s unlikely to help very much in any case. And people should add any possible negatives anyway, just to save money – even if they don’t help quality score, so in the end it really shouldn’t matter!

    You have to give them credit for making one little metric so confusing!