Many of us know PPC can be a great advertising tool for direct response – increasing clicks and conversions on your website. But many times, marketing teams are limited with a tight budget within their PPC accounts (i.e. you don’t have enough money on a daily basis to keep up with available search demand).
One of the most basic aspects of any online marketing effort - whether SEO, paid search, or social media - is the use and implementation of targeted keywords. On many occasions however, we tend to think of keywords incorrectly. One of the most common errors in keyword logic made by marketers new to paid search, is underestimating the usefulness in seemingly redundant keywords.
To further improve their ad opportunities, and provide customers with more useful search results, Google recently added a new metric to AdWords, called Ad Rank: a calculation based on the combination of Quality Score and the amount you bid on a given keyword.