This is a good question, as published on the Google Help pages:
I have a small advertising budget. Will the big guys always be able to outrank me by paying more for the same keyword?
In a nutshell, the answer is No. You can outsmart the competition with highly targeted keywords and ad text in your campaigns, thereby optimising your all important “Quality Score”. This requires you think very carefully about a tight relationship between the following four critical factors:
- the keywords assigned to your campaign
- the text you use in your ad copy
- the words you use in your “landing page”
- the click-through rate (CTR) of your keywords
A lot of this comes down to a well thought out ad campaign; how well you understand your target audience.
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