What is Quality Score?
Quality score is the core of quantifying the relevance and quality of your advertisements. It is also the basis of identifying your minimum Cost Per Click (CPC) bid on Google’s network. Your keyword Click Through Rate (CTR) and the pertinence of your landing page, ad text, and keywords contribute to your quality score. The quality score influences the minimum CPC and search results ranking as well.
Other high-tier Pay Per Click (PPC) networks, such as MSN ADCenter and Yahoo! Search Marketing also follow these guidelines.
Google started to display information about keyword quality for Adwords accounts. Google rates your quality score at three different levels: Poor, OK, or Great. Detailed rankings would be more preferable, but this gives users an inkling into the figures for their PPC bids.
Imagine that a new client needs advice to decrease minimum CPC and subsequently increase Return On Investment. Said client already enjoys a positive ROI with Adwords due to the profit margin on their products, yet sees that performance is not as good due to their rating on Google’s Quality Score. Their relatively low-key campaign has comparatively a high average minimum CPC through three ad groups, with each group comprising 100 keywords. Upon examination of the account, approximately 90% of all their keywords have a ‘Poor’ quality score.
Increase Quality Score.
Divide Keywords into more Specific Ad Groups
Employ the standard Adwords Editor keyword grouper. Cluster keywords into 15 groups, comprising 20 associated keywords each. Assuming that the client sell ‘White Hats,’ the clusters could be:
what is a white hat
buy white hats
buy white hats online
exchange white hats
Develop Appropriate Ad Copy per Group
Make an ad creative per group of keywords with ‘White Hats’ as the common grouping denominator.
Get The Newest White Hats
Best Prices in Europe!
Use the uppercase on most words. Incorporate the keyword in the ad copy, title, and displayed URL. All ads must contain ‘White Hats’ in the form showcased in the above example. In addition, there is no need to copy the displayed URL from the actual one.
Optimize the Creatives
Create different ads per keyword group integrating different verbs and phrases. Disable ad-serving optimization to test each ad precisely. Select the creative with the best performance and cancel all others. Improve CTR by utilizing variants of the successful creative. The better advertisements will increase the campaign’s overall CTR.
Keep in mind that optimizing creatives is a continuous process.
Experiment using Matching Options
Assume that the client uses broad matches for the campaign’s keywords. Add ‘exact match’ and ‘phrase match’ keywords for every ad group. Select the match that results in better quality score and decreased minimum CPC. Erase the other matching options. In most cases, the exact match brings the most favorable results.
SEO and Link Building
Manually run a deep-link building project using keywords with the highest performance, in terms of conversion rate and volume. This will improve quality score while helping the forthcoming organic SEO campaign. Submit a Google sitemap, code the site semantically, and rectify navigation issues.
Incorporate keywords into the copy on every page.
Test Landing Pages Separately
Initiate multi-variant testing to analyze landing pages and conversion rates. Landing page testing and conversion rate optimization is an extremely broad topic to tackle in this article. Google Analytics contains a helpful post on the basic elements affecting conversion. Landing pages can also be tested with heat maps.
Add the keywords with highest performance to each page’s meta tags. Employ the exact text (from the creative with best performance) in the meta description. Use the most descriptive, best performance keyword for the title tag.
Ensure Relevance in Google
The Site-Related Keywords feature helps Google identify your landing page’s relation to the target keywords.
·Higher Quality Score
·Drastically Lower Minimum CPC Prices
·Higher Campaign CTR
·Increased Rates of Conversion
·Lower Client Budget
·Increased Client Sales
An increased Quality Score and optimized Adwords PPC campaign is integral to reduced spending and better sales figures. Aside from the aforementioned ‘basics,’ many factors, both apparent and obscure, have the potential to improve quality scores greatly. Most PPC advertising networks utilize comparable ranking methods for QS. The above topics can also be applied to other parallel networks.
This article can help companies working on early PPC campaigns, and increase return on investment through a higher quality score.