The immortal journey continues… (from: Google Explores AdWords Folklore (27th July))
The legend of the mythical Google AdWord beast is shrouded in mystery. Some say it has the head of a lion and tail of a serpent, while others believe that to gaze upon an optimal keyphrase can turn a man to stone. Of course some say that it is a useful tool for fast and effective pay-per-click advertising through Google. Either way, the AdWords blog is on a mission to cleave rumour from the shoulders of hearsay in a new AdWords Myths post.
Myth 3 – Can My Conversion Rate Impact My Quality Score?
There are a variety of factors which can impact your quality score but conversion rate is not one of them. The fact is that your quality score is affected by factors tied to your keywords relevancy to your ad text and to the user’s search query, not to the success of your click through rate.
The end result being that you can reduce your CPC (Cost-per-click) by ensuring the relevancy of your ads, not through increasing your conversion rate. Although you would almost certainly want to do both.
Myth 4 – Can the AdWords Keyword Tool Suggest Keywords?
While the AdWords keyword Tool is extremely useful, it isn’t going to spoon feed you the right keywords or phrases for your ads. The fact is that even if it could make suggestions on keywords, how could it possibly know the goals of your industry or campaign? The keyword tool is simply there to give you insight into the area you’re looking at.
You should always ensure that you use the tool in context with your advertising goals and not allow the tool to decide your goals for you. When used appropriately, the AdWords Keyword Tool can be extremely useful in providing useful and potentially profitable alternative keyphrases which you may not have initially considered.
Myth 5 – Does it Matter if I Use Upper or Lower case in AdWords Keywords?
No, not really. In the sense of whether AdWords distinguishes between them, they couldn’t give a monkey’s. ‘MUFC’ is the same as ‘mufc’, ‘iPhone’ is the same as ‘iphone’, etc.
However, purely for the sake of simplicity and consistency AdWords do recommend that you enter all of your keywords as lowercase letter. Simple as that.
This new AdWords blog is proving to be a very useful beast and we will be moving on next week to the truth behind AdWords Auction. You can view the original article on the Inside AdWords blog.
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