Friday, 30 March - 21:21 Category: Pay per Click, Links

Which Are The Best Performing Google Adverts?

SYNOPSIS: Determine the highest performing Google Adwords adverts for any given keywords by adding random characters to the end of the search. Sound weird? Read why it works...

This blog entry is a bit of a mindbender so please stick with me. Google Adwords guru, Perry Marshall, has identified a mechanism for determining which adverts amongst your competitors perform the best. Here's a brief explanation of how it works...

As you probably know Google rewards relevance when it comes to both its natural and paid listings. Therefore, the more relevant that the ad to the keyword which is being typed in, the higher quality school attributed to it and consequently the better ranking the advert will receive.

Now if we take a very generic keyword like "mortgages" there will be huge numbers of advertises all vying for position. Some of those adverts will perform better than others but because the bid price is a contributing factor to the advert's rank it doesn't automatically follow that the top adverts are the best performers. (Some advertisers may be paying a fortune to stay in the top three even though a competitor's advert at half that cost can be above them because of its high quality score.) So, how do you determine out of all these adverts which are the most effective?

The answer is to put in a series of random letters and numbers after the keywords. Now your keyword may look something like "mortgages 123abc321". This works because no advertiser will be optimising their advert against a series of random letters and numbers so it forces Google to show only those adverts which are highly relevant and have a top quality score.

And the point of this, I hear you ask?

Well now that you're looking at the most productive adverts for that keyword you can 'go to school on them'. You can learn exactly what it is about the advert's copy which makes it so effective and use that as a platform to write your own.

(Incidentally, if you don't see any advertisers then it tells you that it's going to be really difficult to bid on that keyword because of quality score issues.)

If you want to check out Perry's website you can find it at www.perrymarshall.com.

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Posted By:Jed Wylie on Fri, Mar 30th 2007, 21:21