You’ve probably, at some point , seen “Below first page bid” in the status column of your keywords. Given the CPC bid limit of $1 for Google Grants accounts, sometimes it’s frustrating for you to receive traffic, let alone clicks, on some of your valuable, but often more general keywords.Ad Rank takes into account your Quality Score and your bid when determining where your ad will show on Google Search, the status of “Below first page bid” means that your ads aren’t ranking as highly as they could on Google Search, which translates into less traffic to your site for a given keyword. One way to conquer “Below first page bid” status is through increasing Quality Score, which you can do in a variety of ways that we’ll explain today.Diagnosis 1: Chosen keyword is too general. Add Negative Keywords to eliminate irrelevant impressions and improve your clickthrough rate. You can generate ideas for negative keywords by using the Search Term Report . Use the Keyword Tool to find more specific keywords. These are typically more relevant to the user’s query and have a higher clickthrough rate than a more general keyword. Experiment with different keyword match types by limiting matching on your keywords to a smaller set of user queries. On average, phrase match and exact match keywords can outperform broad match ones by limiting when your ads show to more relevant variations of your keywords. Diagnosis 2: Keyword Quality Score is low. Quality Score :Prevent poorly performing ads with low clickthrough rate from showing by pausing them. Experiment with new ads that contain your keyword in them so that searchers know that you’re relevant to what they are looking for. Try using keyword insertion ads to accomplish this more efficiently. Reorganize your campaigns into tightly themed ad groups . Creating different ad groups focused on a specific theme helps to ensure that your ad text is as relevant as possible to your keywords, which is important for Quality Score. For example, ad text which refers to donations shouldn’t be associated with keywords about volunteering. Do this within the AdWords interface or using AdWords Editor . Change the display URL of the ad to something more specific, using a more descriptive URL for each of your ad groups. Add negative keywords and utilize keyword match types to make sure that your ads show on only the most relevant searches. Diagnosis 3: Competition is high. Location target away! You can create a basic campaign, then customize it for each location that you target so that users in your target audience can see how relevant your ads are to them.Create ads that have your keywords in them - use keyword insertion ads to dynamically generate relevant ads. Boost clicks and clickthrough rate with the Ad Extensions which are the best fit for the goals of each campaign! For example, Ad Sitelinks extensions can give you more real estate on Search and give users the option of a variety of different landing pages; Location Extensions will show your organization’s geographic location in the ad text to help you focus on local searches.
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