How Do I Improve My PPC Quality Score
When you run a pay-per-click (PPC) campaign, you’ll be using the services of the major search engines. That means you’ll be running your ads on Google, and you’ll be playing by Google’s rules. Google has several metrics they use to determine the cost per click, and one of those metrics is called a Quality Score. The higher your PPC Quality Score, the less Google will charge you for each ad click. The end result? A higher ROI for your PPC campaign.
Your Quality Score is a combination of several different factors, all of which are supposed to measure how well your ad can meet the needs of your prospects. These factors are the relevance of your ad copy to your selected keywords, the relevance of your landing page to the selected keywords, the quality of your landing page, the click-through rate, and the performance of your PPC campaign (your AdWords account) in the past. No one really knows the importance Google gives to each factor, but the general consensus is that click-through rate is most important.
What all this means is that you can improve your PPC Quality Score by focusing in three key areas. The first area is ad copy. The more effective your ad copy is, the higher click through rate you’ll get and your Quality Score will rise. Researchers suggest making your ad copy more specific to your targeted audience in order to increase its effectiveness.
While you’re improving your ad copy, refine your keyword research. Analyse the traffic that is coming in to discover new relevant keywords and search for long-tail keyword phrases that prospects are using when they search for the original keywords.
As your keep researching your keywords, try to find ways to break the keywords down into more focused groups. The tighter your keyword grouping is, the more effective it will be.
One way to improve your PPC campaign that very few people consider is to get your campaign to exclude irrelevant keywords. The more of them that remain in your PPC campaign, the less effective it will be. Irrelevant keywords are also known as negative keywords, and by adding them into your campaign you can get rid of dead end search terms that are wasting your budget.
Once you’ve refined your keywords, and honed your ad copy, the final step is to optimize your landing pages. Make sure that the landing pages directly relate to your ad copy. Fortunately, Google has made this easy. All you have to do is go to the Google Adwords Tool, type the URL into the “website” search box, and Google will provide a list of keywords that it says are most relevant.
Improving your PPC Quality Score is not easy. It takes a lot of time and continuous monitoring. However, the nice thing about working with Google AdWords is that it maintains a database of your previous campaign’s Quality Scores. The more optimized campaigns you run, the higher your account’s quality score will be, and that translates to a higher ROI.