In the last blog post, we talked about how keywords work. Assuming that our imaginary company Plumbing Pipers. Co has built up a strong keyword list for each ad group, a mix of broad match, phrase match and a few exact match keywords. Next, this company is going to need some strong text ads so that users searching for the services will see our ad as the most prominent and helpful one.

Let’s say that I’m facing some water leakage issues at home. I needed plumber services as soon as possible. I search for ‘water leak repairing service’, which is highly similar to one of the keywords ‘water leak repair’. The advertisement might pop up on the Google Search results, depending on a few factors that determine the ad rank:

What about the components of the Quality Score?

Max CPC

Let’s say that you bid on a keyword that almost no one searches for, as an example ‘Plumbing Pipers. Co Leaking Pipe Repairing Services At Bandar Sunway Contact Number’. People usually search with very short terms, so the longer the search term, the lower the average monthly search volume. The price for this keyword is likely to be low.

Perhaps your default bidding price is RM1.00. If another company bids on this same keyword but at only RM0.10, your bidding price is higher and so your ad has a higher score for this. What’s more, you don’t have to pay RM1.00 for this keyword! Since the second highest bidder only bid RM0.10, your actual bidding price for that keyword is only RM0.01 higher, so you only pay RM0.11 for each click on your ad from that keyword.

So far, the quality score and max CPC have been covered and are helping Plumbing Pipers. Co to push their ads high up on the page. However, some text ads are so much more attractive than others, taking up more space on the Google search network than the others. Some ads have their phone numbers on it, with the types of services provided and even sitelinks so that you can click right in to the most relevant webpage. These are all thanks to ad extensions, which we will explore in the upcoming post.

All these information & procedures might sound tedious to go through, and so here comes the shameless self-promotion. I do work in this sector afterall, and so if you want to know more about how Google AdWords can help you or perhaps if you are thinking of signing up for AdWords services, our company provides this service where we plan, run and optimize your campaigns for you so that your potential clients can find your business whenever they are looking for you! You can sign up at this link so that we can provide you with more information or help guide you through the process.

You can read back on other posts related to Google AdWords here:

• The Structures of Google AdWords
• How Keywords Work in Search Advertising
• Making Text Ads More Prominent
• Dynamic Keywords & Ad Extensions
• Using The Keyword Planner