Using KeywordSpy to Improve Ad Campaign Quality Score
Quality Score is a very important factor when creating an ad
. Do we really need to improve this factor? How can we improve our AdWords Quality Score? Knowing more about Quality Score would help us in improving our ad's position and lowering our click prices. Here are the tips, tricks and tweaks in getting a good Quality Score.
Section 1: Quality Score Basics
The concept is pretty simple. It's the application of this concept to your ad that makes it a little bit challenging. Quality Score is one of the most important concepts of Google AdWords which is why we need to care so much about it. Google AdWords is an auction based model. Before, you can easily get the top position by bidding more than the other advertisers. Change came in when Google introduced the concept of Quality Score back in 2005, which made many advertisers unhappy. By implementing Quality Score, advertisers with smaller budgets got a good opportunity to raise their ad to the top by doing some hard work.
Quality Score affects Ad Rank (position). We know that, Ad Rank (position) can be computed by a simple mathematical equation which is keyword bid X quality score. This tells us that getting higher Quality Score will lower our Cost Per Clicks and give us a better Ad Position.
Google regularly updates how quality score is calculated. Before it was static but now it is a dynamic variable, meaning it is calculated every time a keyword has the potential to trigger your ad. Here are some of the most important factors that you need to know to increase your Quality Score:
Historical Click Through Rate (CTR)
Account History
Relevance of keyword to your ad text
Quality of your landing page
Why Is Quality Score Important?
Many of us would ask ourselves this question. Let's take into consideration a simple TV ad; we don't want to place any ad without knowing how much it will cost and how long our airtime would be right? This is similar to our online ads. We want to know how much our budget will be and at what position it will be at. Quality Score will denote these factors.
Ignoring Quality Score can cause your campaign to die and you don't want this to happen. Google wants all advertisers to accept Quality Score, but does not force their advertisers to follow this. You can ignore Quality Score and Google won't even close your account, they simply will raise your minimum bids or force you to pay more for that specific position. Actually, this can be fixed and you really have control over this situation.
Section 2: Improving Your Quality Score
There are two types of Quality Score that we need to improve. We have the Search Network Quality Score and the Content Network Quality Score. These two factors are both dynamic metrics assigned to each of your ads. The only difference is how they are calculated. Search Network Quality Score is calculated using different factors including the relevancy of your keywords to your ad group, to a user's query or search. For this type of Quality Score; the higher score will give you a lower Cost Per Click and better Ad Position. Content Quality score, on the other hand, is calculated using many factors, such as, if your ad is relevant to a particular page in the content network. The higher score will result to the ad being shown in the content page and the Ad Position will also increase.
Improving Quality Score for the Search Network
Click-Through-Rate (CTR) of the ad or keyword is the most important factor in improving this Quality Score. This means that if you increase your bids, you would definitely improve the position of your ad. There is also another to improve your Quality Score which is by searching for negative keywords and adding them to the campaign's negative list. Here is where a powerful keyword research tool comes in handy. KeywordSpy is a keyword research tool that can help user search for the right keywords for ad campaigns. Not only does it give effective keywords for ads, it also gives the negative keywords list. This means that you don't have to crack your head trying to come up with a negative keywords list anymore. With the help of KeywordSpy, all you have to do is enter the keyword to be used on your ad, click search and it will revert all the relevant information you will need when coming up with the best, most effective ad. The search will return information on PPC keywords, related keywords, similar keywords, negative keywords, and many more. Note that this is only one of the many powerful features of Keywordspy.
Improving Quality Score for the Content Network
Improving this Quality Score is a bit different from that of the Search Network Quality Score. KeywordSpy does not only help us in improving our Search Network Quality Score but our Content Network Quality Score as well. To do this, one can simply search for competitor's ad copy from KeywordSpy search box (choose the Ad Copy radio button) and it will give results that can be included in the Ad Copy complete with other helpful analytics for your assessment.
KeywordSpy is the best keyword research tool available. It's packed with a lot of features that you can use to improve your ad ranking and decrease your bids. Visit the KeywordSpy website and check out the video tutorials to learn more about the product. You may also start by signing up for a Free Trial which gives limited results but a lifetime access of the KeywordSpy Research account.
Using KeywordSpy to Improve Ad Campaign Quality Score
By: Peterzmijewski
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