October 2, 2014

10 Ways to Increase Your Google Quality Score for Your PPC Campaign (Guest Post)

Quality score plays a key role in the minimum cost per click in your pay per click campaigns. It also is integral in the position of your search results; if it’s too low, your ad might not even display. Since it’s such a fundamental aspect of PPC campaigns, it makes sense to optimize it as much as possible.

But what is quality score? Google defines quality score as, “the basis for measuring the quality and relevance of your ads and determining your minimum CPC bid for Google and the search network. This score is determined by your keyword’s click through rate (CTR) on Google, and the relevance of your ad text, keyword, and landing page.” This is practically the same for the other first tier PPC networks, including Yahoo Search Marketing and MSN AdCenter.

Here are 10 ways you can improve the “basis for measuring” your campaign. This article will focus on Google Adwords quality score. Adwords accounts show scores as “Great,” “OK” or “Poor,” reflecting the other options in Yahoo! Panama. Read on to learn how to be “Great!”

1: Split Your Keywords into Smaller, More Targeted Ad Groups.

Adwords comes with a built-in keyword grouper tool that will group keywords into 15 groups of 20 related words. Take advantage of this to make targeted ad groups for your campaign.

2: Create Ad Copy That’s Relevant to Each Ad Group.

The copy of the pages these PPC campaigns direct to must remain relevant to the targeted keywords used in the ad groups. Titles in the copy should be upper case and implement keywords.

3: Optimize Creatives.

Use different verbs and calls to action in each ad group. This will let you test all the ad groups for the most effective creative. This will allow you to delete the others. Weed out what works and doesn’t work and you will find an increase in the campaign click rate. Optimizing your creatives is a never ending process; even an extra 0.01% CTR is a bonus, and it’s only found through a little tweaking.

4: Experiment with Matching Options.

Use broad match, exact match, and phrase match keywords in each ad group to find out which of the three has a better quality score. Delete whichever option isn’t working out.

5: Gets Your Hands in Link Building and SEO.

Once you have your PCC campaign on its way, run a deep linking building campaign with the highest performing keywords for both volume and conversion rate. This will help your quality score and will also help your organic SEO campaign in the coming months.

6: Implement More Keywords into the Copy.

Take a moment to implement most of the successful keywords you’ve discovered thus far into the copy.

7: Split Test Landing Pages.

Set up several landing pages and test the different conversion rates. Google Analytics can make a write up on the major elements affecting your conversions. This multi variant testing and optimizing is too complex to elaborate upon in this article, but it would benefit any PPC campaign to learn how to master this step.

8: Check Your Meta Tags.

Add the keywords with the best performance and conversion to the meta tags of each page. Also, place the exact ad text from the best performing creative in the meta’s description. The best keyword should go into the title tag.

9: Implement the Essentials into Your Site.

Make sure your site has a privacy policy somewhere in the header or footer. Additional pages worth consideration are: about us; terms and conditions; newsletters; and contact us.

10: Double Check Google’s Relevancy.

The Site-Related Keywords tool provided by Google will check that the landing page is relevant to the keywords being targeted. Google should see each landing page as VERY related to the keywords implemented throughout the PPC campaign.

By following this strategy, your keywords should go from “Poor” to “Great” and your cost per click costs should drop down extensively. Make sure to delete any keywords with a poor quality score after a month of working on your PPC campaign; cutting off the excess fat will lead to a lean and successful pay per click strategy!

About the Author

Jessica Kerr is an SEO and SEM specialist from Southern California. Her area of expertise is in the education industry. She enjoys reading international news, freelance writing for a variety of different columns, and walking her dog. Contact Jessica at jessicakerr@yahoo.com.

Chain of Relevancy in PPC

Everyone knows that marketing is both art and science. Search engine marketing is especially heavy on the art because of the mysterious search engine algorithms. However, pay-per-click (PPC) advertising provides relief from the mystery because you can circumvent the algorithms and work with dollars and cents. Or at least that’s how it used to be until Google announced their quality score. They weren’t about to let it be easy for you.

What is the Chain of Relevancy?

The chain of relevancy has three links. The first link is the keyword you are bidding on. For this example we’ll say you’re bidding on the term “iPhone accessories.” 

The second link in our chain is the ad copy you write. Placing the keyword phrase in your ad title or ad copy is proven to deliver higher CTR (partly because search engines highlight the words and draw attention to your ad), but this practice also connects the first and second links in our chain of relevancy. For best results I would place my keyword in a small ad group and use the title “iPhone Accessories” or “Buy iPhone Accessories.” 

The third link is the content of the landing page designated by the destination URL. The search engine will spider the page looking at the title tag, meta tags, H1 tags, page content, etc. to ascertain what the page is about. If the search engine determines that our page is about iPhone accessories we’ve established a strong chain of relevancy that will improve our quality score.

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