Many advertisers also believe that by bidding on broad keywords, this will bring them all target traffic. A good suggestion would be to bid on long tail keywords. While these keywords provide little traffic, the conversion rate is much higher, because the visitors has already decided what it is that he or she wants.

SEO of your site is critical with or without advertising but your ads will have high quality scores if both content (landing page/site) and ads are relevant.

As for 13, Google has so much FREE AdWords information available on each of its pages, for each step of the way when you set up a campaign and/or ad group. So anyone who ignores this great resource is missing out on official updates, helpful suggestions and an opportunity to expand their knowledge and skills in AdWords advertising. So, yes. Take the time to read the tips, hints and updates to keep abreast and ahead of the game!

I can only go on what I have heard and more importantly my experiences.

I run a few *ahem* campaigns that run at 1p a click with great quality scores and ad rank. These are not high spending accounts in the slightest. So the evidence is pretty thin for me…

“Advertising spend has a bearing on quality score and hence ad rank”

This was something that I personally suspected for a while only to have my suspicions actually confirmed by one of Google’s agency management team. The actually used the analogy of quality score being ‘like a balloon’ which needed to be inflated with spend…they were making the point that they believed our quality score would suffer if we decrease spend over the festive period. The extent to which this is true is debatable but it was still incredible to hear from the mouthpiece of the GOOG.

I kid you not.