Optimising For Quality Score in Adwords
For those of you that run Google PPC campaigns using Adwords
, you are probably aware of Quality Score (QS), but may not be aware of it importance, or how you should often form your campaigns around it.
What is QS?
QS is a calculation given to keywords in your Adwords account, and is based on relevance. Because Google is keen to serve up useful ads to searchers, it rewards ads and keywords that are highly relevant, and receive a high Click Through Rate (CTR).
How is QS calculated?
The main factor in calculating quality score is CTR; if that is good in your account, then it usually follows that your QS will be high.
Why is QS important?
Higher QS leads to higher rankings for your ads, plus lower ad costs. This clearly makes it a crucial aspect of managing Adwords campaigns.
Are there any other factors in calculating QS?
Another factor that influences quality score is the level of match up between the keyword being found, the title of your ad, and the text on the landing page. If there is a good match up between all three of these locations, then there will be a boost for quality score. When searchers see the keyword they searched in the ad title and on the landing page, they are more likely to click on the ad, and stay and convert on your site.
How should I structure my Adwords account to optimise for QS?
One area where Adwords users often go wrong when structuring their account is to have Ad Groups with dozens of unrelated keywords. The best way to structure your Ad Groups is to keep them small (10-20 keywords) and focused on a single topic. Doing this means you can ensure a good match up between keyword, ad and landing page, which leads to good QS, which lowers bids and raises rankings.
How do I find out my Quality Score?
The best way to find outthe quality score of your keywords is to go into the Adgroup you want to find out about, then click on the "columns" button just above the graph., and tick the Quality Score Box. The Quality Score for each of the keywords in that Ad Group will now show.
What about landing pages?
Consider making a seperate landing page for each Ad Group; this will give you the best relevance possible. Try to avoid sending visitors to your home page, as you will probably be optimising it for SEO, rather than PPC. Indivdually tailored landing pages encouragae repeat visitors and conversions.
What about Dynamic Keyword Insertion?
DKI is a tool whereby you ask Google to insert the ad title dynamically, on the fly, so it matches the searcher's query, gving good quality score. DKI is a useful tool, but is to be used with caution - you can find that DKI is putting all sorts of weird requests from Google in your ads, meaning that you are attracting people that are not interested in your site, which means wasted money.
Overall, QS is one of the key factors you should bear in mind when structuring and running Adwords accounts, as optimising for it can lead to significantly lower PPC costs, and better ad performance.
Optimising For Quality Score in Adwords
By: Kevin Morley
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