Hi,
I've been tasked with looking into our google adwords strategy. I've been
doing some research on how the whole thing works, but I'm a bit hazy on some
aspects of it. I see there is a rather complex (and undocumented)
interplay between:
(1) bid for the phrase
(2) relevance score for the landing page wrt the ad
(3) page rank of the landing page
(4) click-through rate of the ad
Now, if I were to devise an ad-word strategy, I would perhaps generate a
special landing page for each adword ad in a campaign which would have a
much higher relevancy than the current landing page (which is our website
homepage - a kind-of watered down relevance as it deals with several
different industries). However, any special landing page I create is bound
to have a much lower page-rank than our homepage.
Can anyone suggest a suitable strategy here?
