Have you ever tried to get the number one spot on a pay per click search engine? Google makes it fairly difficult to reach the number one spot for highly popular keywords. No more can you simply say I want the number one spot on the sponsored ads, here is my money. Your ad rank is dependent on both your maximum bid and your ad quality.

Your ad quality is related to your click through ratio. The is the number of clicks you got out of however many times your ad was shown. It is important to get a high click through ratio so your ads will rank better than your competitors. In order to do this your ads will need to stand out in the crowd. Try doing a search on some of your keywords and looking at your competitors ads. Try to come up with an ad that you would click over theirs. This is not rocket science we are just trying to get more clicks than the competitors.

Another problem that can cause your click through ratio to fall is using the content network. This is when your ads are being displayed on related sites. I prefer not to use the content network in my campaigns because the conversions are far lower than the search network's. There has also been some skepticism on more click fraud coming from the content network than the search network.

Try not to include keywords in your campaign that are not 100% relevant to your site. Cutting out the non-relevant keywords can boost your click through rate drastically. Once you get your click through ratios stabilized then you can worry more about bidding strategies.

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