Google will just put the keyword in your ad on inactive if you don't want to put up a minimum bid that meets the requirements, then your ad wont show when people come searching on that term. If you are willing to put up the bid, then your ad will show up.



There was a hoard of people who saw their cherished 5-cent minimum bids raise all the way to 10 and 20 cents or more. There were some who had based their sales plan completely on 5-cent click who believed it would ruin their productivity.

Not So. Should Google demand a higher bid and deactivate your terms then you have more than one option: (1) You could give Google the bid they are asking for, or (2) You can play with your ad copy and try to get the Google computers to believe that your ads are relevant and by that means lower the minimum bid required.

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:

Place the term and put into your ad in the headline.

Here is what you need to do if putting that keyword in the headline throws off the match for all your other keywords. Use "Peel and Stick". With this method you move the keyword from it's original list and make it an ad group of it's own with an ad whose headline has the keyword in it.

That will convince Google's computers that you're writing relevant ads, and you are likely to be allowed to bid a lower price. More importantly, you're all but guaranteed a higher CTR by doing this.

It's an unfortunate fact that you're not really being judged on relevance here, you're being judged on perceived relevance. Google's system won't necessarily offer you a lower minimum bid price because you've got a high CTR; the system will only do so if it sees that you're using your keyword in the ad.

So when all is said and done, the test is not in whether you're actually relevant to consumers; the test is only in what Google's computers think looks 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.