FAQ

• Will my competitors just continuously click on my ad’ and so waste my budget?
  Some unscrupulous competitors will click on your ad’ to cost you money. However Google uses manual and automated systems to filter out as many invalid clicks as possible and you are not charged for these. For example, if someone from the same I.P. clicks on your ad’ ten times in a short space of time, you will only be charged for one not ten clicks. We encourage our clients to never click on competitors’ advertisements as in the long run, this wastes money for everyone.
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• How do I know exactly what key-phrase was searched for before someone clicked on my ad’?
  Within Google Adwords interface, click on keywords. From here, select “see search terms.” Note: there is a 48 hour delay in populating this data. This is a crucial part of the interface and must be monitored closely to ensure you only pay for high quality clicks that are likely to convert.
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• Why do my ad’s show sometimes but not others?
  This is typically because you have set your campaign to display your ad’s evenly over the course of the day. If you want your ad’ to show every single time you search for one of your target terms then you need to change delivery method to accelerated. If your ads do not show at all, this is typically because your daily budget has been reached.
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• What determines the order in which ad’s are displayed?
  Google uses the equation: Ad Rank = Quality Score X CPC Bid to determine your ad’ rank every time a search term triggers your ad to appear. By having a high quality score, you can pay less than the competition and still rank above them.
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• Why have my quality scores deteriorated?
  If key-phrases start out with high quality scores and begin to deteriorate, the reason is a low CTR for the key-phrase. Google takes the view that key-phrases with low CTRs are indicative of your ad’ not being deemed as relevant by searchers. Repairing a key-phrase with low quality score takes time so it is best to keep quality scores high by ensuring strong CTRs (no less than 1%) by bidding for higher positions and writing compelling ad’ text.