Mr. Greyhat | Adventures into the world of Search Marketing with Pay Per Click (PPC) and Search Engine Optimization (SEO)

Here’s a simple technique that some people are unaware of, but it can be useful. This is particularly important for gambling PPC accounts, as they run the vast majority of their spend on Yahoo due to restrictive bidding within Google.

If you have a strong performing brand term, the click through rate should be between 25% to 50%. This will ensure a quality score of five. If for example, your main converting term is “casino online”, you can make a significant reduction on your top term by transferring the keyword into the brand term group. Because the quality score is on an ad group level, your CPC will be temporarily slashed for the advert.

The expensive term will slowly drag down the brand term quality score, so it’s important to load the brand term ad group with plenty of duplicate ads so you can cycle them making the CPC slash work for a longer period.

This is an excellent strategy for high converting, low volume terms that have extremely competitive cpcs.

This entry was posted on Tuesday, February 5th, 2008 at 5:39 pm and is filed under general ramblings. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.