When setting up your keywords, you will also need to choose what is called a "match type". Here are your options:
1) Broad Match: The default setting. Searchers can enter your keywords in any order and your ads appear. Not the best option for targeted traffic.
2) Phrase Match: Your keywords must appear in the exact order for your ads to appear. This is more targeted than Broad Match.
3) Exact Match: This is the most targeted option. The searcher must type in your key-phrase exactly for your ads to appear.
4) Negative Match: You choose words you do not want your ads to appear for when searched upon. For example, typing in the word "-free" would stop your ads from appearing if someone typed that word before your key-phrase.
So who decides which ads will appear at the top? This is called "ad rank". Ads with the highest ad rank will appear at the top. Here is the formula, at least at this time as it's always open to change.
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Ad Rank = C.P.C. (cost per click) X Quality Score
To understand this formula you'll need to know what factors go into "quality score".
Quality Score is determined by :
1) How relevant the keywords and ad copy are to the search query.
2) "The historical Click-through rate of the ad, and of the matched keyword on Google".
3) It also includes your account history, which looks at the click through rate of your keywords and ads.
4) Landing page load time. And, according to Google "other relevant factors".
One tip to improve your ad rank is to raise your cost per click, and improve your ad copy and keywords in order to up your quality score.
Ad ranking is determined slightly differently for the search network compared to the content network. For the content network it looks like this:
Ad Rank = Content Bid X Quality Score
What is the difference between the Content Network and Search Network? This is another option you will have to decide upon when setting up your account. If you choose "search sites", your ads are displayed on search results pages only. Google's search network consists of: AOL, Netscape, Earthlink, Compuserve, AT&T, Worldnet, Ask.com, Shopping.com, Froogle and of course Google itself.
If you choose for your ads to appear in the "content network", this includes community websites, online publications and other information based sites that choose to display Adwords ads. Partners in the content network include sites such as: Google's Gmail, About, Lycos, NYTimes.com, Infospace, Reed Business, HowStuffWorks, Business.com, Food Network, HGTV, MarthaStewart.com and many other content based websites.
Ads are targeted to the content of the individual pages. You will also have some control over where your ads appear and don't appear with what is called "placement targeting". You can actually pick and choose from websites you would like your ads to appear on, or not to appear on. You can opt in to both search and content networks, or just one.
At this point you're probably thinking this is a lot to learn. And you are right - it is, but there are plenty of online resources to help you such as:
Adwords Help Center
Adwords blog
Google is a powerful Internet giant and makes for a mighty advertising partner. Make sure you harness some of that muscle, and you too can become an Internet force to be reckoned with.
Source From SitePro News
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