My monthly Paid Search Column at Searchengineland in case you missed it: Last year about this time we identified what we thought was a bug in Google's ad serving algorithm. We noticed that as we lowered bids on high traffic general terms that didn't convert well, much more specific keyword ads started being served in their place. This had three annoying consequences:
- The more specific KW had a higher bid, hence we end up paying more for the traffic than it's worth to us;
- The landing page is less targeted, so we're taking bad traffic and landing it on the wrong page, making it even less valuable traffic; and
- Because of the poor quality traffic pouring in on what had been a high quality term, we bid that term down meaning we also get less of the high quality traffic that the term normally draws.
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