In summer of 2005, Google advertisers panicked as Google started implementing a new policy of keyword status. Every keyword in Google's system now has a minimum required bid. It can vary wildly, from two cents up to a dollar or more in some markets.

If you won't pay that minimum for a particular keyword, Google will simply put your keyword on inactive status and won't show your ad when folks search on that term. Agree to bid the required amount or higher, and your ads will show.

Many watched as their precious five-cent minimum bids got jacked up to ten and twenty cents and more. Some who based their entire selling strategy on this minimum price thought it would kill their business.

That did not happen. When your keywords are deactivated and Google requires a higher bid, you have not one, but two options: (1) Give Google what they require, or (2) Fine tune your AdWords ad copy to convince Google's computers that your ad has relevance. In that manner you can lower your minimum bid requirement.

Before you choose the first option, you had better be sure that it's necessary, and that you can afford it. If you're going to choose the second option-and we strongly recommend that you do-then the trick that works best is this:

Take the keyword and stick it into the headline of your ad.

If you can't do that without screwing up the ad and making it a mismatch for all the other keywords, then do peel and stick. Take that keyword out of your list and put it into a new ad group by itself with an ad that uses it in the headline.

In this manner you will be able to induce Google's computers into believing you have relevant ads. You will likely be given lower minimum bid prices also. An added advantage is that you are almost assured a higher CTR.

The reality is that your ads aren't really being judged on true relevance but on perceived relevance. Your great CTR won't get Google to lower your minimum bid price; only the fact that you use your keyword in the headline of your ad will get you a lower minimum bid.

Actual relevancy has nothing to do with the matter what it all comes down to, is whether the Google computers see my ads as relevant.

Still, by setting up its system this way Google is now forcing you to do with your keywords and ad groups what successful advertisers already do: break everything down into small, tight groups.

Having a list with keywords that dont appear relevant to your ads may cause Google to penalize you by turning those keywords off, or making them inactive.

About the Author

Having over ten years of experience in google adwords management , Kirt Christensen, will share his experience in managing adwords, by giving you hints he found that work (and some that don't work). {a href=" http://www.managemypayperclick.com"}http://www.managemypayperclick.com<;/a