Google AdWords - neue AdWords Kalkulationsbasis
Die meisten AdWords Werber beschäftigen sich ausführlich mit den Anleitungen in der Google AdWords Hilfe, wenn Sie zum ersten Mal mit ihrer AdWords Kampagne starten. Sobald sie die Basisdinge im Griff haben, kommen sie jedoch selten zurück, um sich zu informieren. Doch wie ist das, wenn sich weit dem letzten Besuch wesentliche Elemente gändert haben? Zum Beispiel in den letzten 6 Monaten?
Hier ist ein gutes Beispiel:
In den vergangenen Monaten gab es eine Menge neuer Regeln betreffend das key concept of Quality Score. Würden Sie heute vorbei schauen, so könnten Sie sich mit einer völlig neuen Sektion, Ad Quality and Performance auseinandersetzen und beurteilen, welchen Einfluß das auf Ihre Kampagne hat. Am Dienstag, den 18. 12. 06 veröffentlichte Google ausführliche Erklärungen zum Qualitiy Score - der Kalkulationsbasis, die zur Berechnung des Minimum Gebotes eines Werbers verwendet wird.
Google on Tuesday issued a clarification and extensive explanations regarding its Quality Score - used to calculate an advertiser’s minimum bid.
The previously vague guidelines now instruct advertisers on how they can improve their quality scores, writes MediaPost. Google incorporated quality scores last year based on prior ad performance and this summer refined its methodology by taking into account landing-page quality.
A new Ad Quality and Performance section in the Help Center offers a Quality and Performance Overview; Quality and Performance Factors; Troubleshooting; and Improving Ad Performance.
“The guidelines …aren’t hard-and-fast rules, nor are they exhaustive. However, they do reflect the site quality principles we’ll incorporate into factors such as ad approval status and Quality Score. So, following these guidelines, when appropriate, will improve the performance of your AdWords advertising,” Google writes.
Separately, Google banned AdSense publishers from displaying images near their text ad units - because, it said, consumers were clicking on the ads by mistake, thinking they were associated with the images.
Here’s an overview of what you’ll find:
Quality and Performance Overview section includes 11 topics meant to define quality and performance, and to help understand AdWords system behaviors.
Within the Quality and Performance Factors section, you’ll find links to more than 25 topics on Quality Score, quality-based minimum bids, landing page quality, ad position, and clickthrough rate (CTR).
The Troubleshooting section offers more than 15 helpful links that can assist you in troubleshooting your keywords, ads, landing pages and minimum bids.
Lastly, the Improving Ad Performance section offers 20 or so topics on choosing successful keywords, creating targeted ads, and optimizing y our account.
Yep, that’s a lot of information. We hope you’ll spend some quality time (pun intended!) in the Help Center one day soon — and just explore. You’ll almost certainly find some information you haven’t seen before, which just might help you improve your advertising effectiveness.
