However, the AdWords system has some exceptions that may apply to all of the preferences listed above. The exceptions to the preference rules shown above may occur when:
Campaign daily budget can affect each of the scenarios above. If a keyword is in a budget-restricted campaign -- meaning that the campaign's budget isn't high enough to accrue all possible traffic -- the keyword won't always be able to trigger an ad even if it otherwise could. This helps prevent the campaign from exceeding its budget.
For example, let's look at how a budget-restricted campaign would affect keyword use when multiple keywords are the same but have different match types:
Suppose you have the exact-match keyword "plumber" in Campaign 1 and the broad-match keyword "plumber" in Campaign 2. All else being equal, the exact-matched keyword would trigger an ad for the search query "plumber".
If Campaign 1 were budget-restricted, however, then the exact-matched keyword would sometimes be unable to trigger an ad. This would allow the broad-matched keyword in Campaign 2 to trigger an ad instead.
Learn how to
figure out the daily budget needed for a campaign to capture all possible traffic.
There is a cheaper keyword with a higher Quality Score and Ad Rank
On rare occasions, the system will prefer to use a keyword that is cheaper (i.e., it has a lower bid), has a higher Quality Score, and has a higher Ad Rank. Here's an example:
Query: plumber tool
Keyword from ad group 1: plumber tools (maximum CPC bid = $0.10, Quality Score = 30, Ad Rank = 3.0)
Keyword from ad group 2: plumber tool (maximum CPC bid = $0.15, Quality Score = 4, Ad Rank = 0.6)
Ordinarily, the keyword from ad group 2 would be preferred because it matches the query more closely than the keyword from ad group 1. However, the keyword from ad group 1 is cheaper, has a higher a Quality Score, and has a higher Ad Rank. Therefore, the system will prefer showing the keyword from ad group 1 in this instance.
In rare cases, the keyword with the highest Ad Rank might seem to be less relevant to a particular search query than other eligible keywords. Because higher relevance is generally correlated with a higher Ad Rank, this will happen infrequently. To check for it, run a
Search Query Performance report. If you see an instance in which the less relevant keyword triggers an ad, add that search query as a
negative keyword to that keyword's ad group.
An ad group contains a YouTube Promoted Video
YouTube Promoted Videos are preferred over text ads on YouTube. Here's an example:
Query conducted on YouTube: plumber tool
Keyword from ad group 1: plumber tool (and is associated with a text ad)
Keyword from ad group 2: plumber tools (and is associated with a YouTube Promoted Video)
Ordinarily, the keyword from ad group 1 would be preferred because it matches the query more closely than the keyword from ad group 2. However, the keyword from ad group 2 is associated with a YouTube Promoted Video, and the query was conducted on YouTube. Therefore, the system will prefer showing the keyword from ad group 2 in this instance.
Posted by Omar Selman - Google AdWords MENA
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