How to Improve Your Google AdWords Quality Score

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How to Improve Your Google AdWords Quality Score

The quality score Google assigns to keywords in your AdWords account can have a dramatic impact on the performance of your campaigns.
Low quality scores not only correlate to a high average cost per click (CPC). If the quality score is low enough it can prevent your ads from being shown all together. So, how do you increase your quality scores? It’s easier said than done. However after working with dozens of Google AdWords campaigns over the past few years, I have come up with a few basic tips. 1. Organize Keywords into Small, Relevant Groups One of the most common mistakes I’ve seen among pay per click (PPC) accounts are campaigns that have massive lists of unrelated keywords grouped together. To improve your Google quality score, the keywords need to be organized by related terms. For example, if your business sells Britney Spears memorabilia, then you should NOT have keywords such as “Britney Spears posters” and “Britney Spears t-shirts” in the same ad group. Instead, split them up into different groups. The first could include “Britney Spears posters” and related terms like “framed posters of Britney.” Then, the second group could include “Britney Spears t-shirts,” “cheap Britney t-shirts,” etc. 2. Develop Tailored Ad Copy To improve your quality score, make sure the ads in your AdWords account are relevant to the keywords in which they are grouped. It is also good idea to include the actual keywords in the ad text. 3. Increase Click Through Rates Some experts claim the historical click through rate (CTR) of your keywords can make up nearly 60% of the quality score. Therefore, to improve your quality score you should attempt to increase your CTRs. 4. Test and Optimize Your Campaigns To improve your CTRs and increase your AdWords quality score you should complete ongoing tests and optimizations. Draft new ad variations, perform A/B tests with your landing pages, and review your keyword lists regularly. As your CTRs go up, your quality scores will improve as well! 5. Remove Poorly Performing Keywords If you have keywords that are getting impressions, but not getting clicks, then you may want to remove them from your Google PPC account. Like I mentioned earlier, CTRs have a significant impact on your quality score and a few bad keywords can drag down the rest of your campaign. 6. Don’t Forget About Negative Keywords Make sure that you have a healthy list of negative keywords in your account. These essentially tell Google not to show your ad if the keyword is included in the users search query. Unfortunately, many people overlook negative keywords. Going back to my Britney Spears memorabilia example, let’s say you have an ad group with misspellings of her name such as “Brittany posters.” You may want to add “snow” to your negative keyword list so that a search user looking for posters of actress Brittany Snow will not see your ads. If you did not include “snow” as a negative keyword, then you might be getting thousands of impressions but relatively few clicks. This would decrease your CTRs, and your quality scores. 7. Optimize Your Landing Page Google also considers your landing page when assigning a quality score to the keywords in your account. To increase your quality score, make sure that you direct users to a page that is relevant to both their search query, and the ad variation clicked. Include keywords in the text, and in the meta tags on your page. Additionally, make sure you are not sending all of your traffic to your home page. This will ruin your quality score. Instead, build out a series of landing pages that go along with your different ad groups. You should also make sure that there is a link to your privacy policy on each landing page, and that there are not any issues causing your site to load slowly. Although load time does not usually have much of an effect on your quality score, if there is a broken piece of code that is causing the page to load extremely slowly, or not at all, then this will negatively impact your quality score. 8. Think About Quality Score BEFORE you Run Any Ads Google takes the past performance of your account into consideration when assigning a quality score to your keywords. Therefore, it is important you think about your potential quality scores before turning a search engine marketing campaign live. If you start running ads without relevant ad groups, or targeted ad variations and landing pages, etc. then it can have a lasting impact on your account.

– See more at: http://www.e-storm.com/blog/2011/06/how-to-improve-your-google-adwords-quality-score/#sthash.rNUS3rP5.dpuf


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