If you do pay-per-click advertising with Google AdWords, you've probably noticed that each keyword in your ad group has a quality score. Designated by a number between 1 and 10 (with 10 being the best), your quality score indicates the relevance of your keywords. Google uses the following factors, among others, to calculate quality scores:
- Historical click-thru rate (CTR) of keyword and matched ad in Google searches
- Historical CTR of display URLs in ad group
- Account history
- Landing page quality
- Relevance of keyword to ads in its ad group
- Relevance of keyword to matched ad to the search query
- Your account's performance in the region in which the ad will be displayed
As your quality score determines the cost and exposure of your campaign, it's important to have as high of a quality score as possible. To maximize the quality score of your PPC ad, try the following tips:
Increase your CTR.
One of the most important factors in determining quality scores, the CTR is affected by the relevance of your PPC ad. Essentially, the more effectively targeted your ad is, the more likely it is to get more clicks by potential customers. Improve the quality of your ad by using specific keywords and targeted placements as well as negative keywords that will filter out unwanted impressions.
Target the right group.
To reach your target audience, make sure your ad groups are structured effectively. Each product line, service or brand should have its own campaign. That way, you can easily monitor the success of each campaign and adjust accordingly. Also, select the appropriate locations and languages for your business. Only list your ad in the regions relevant to your business.
Choose keywords carefully.
In order to reach more customers, the keywords used in your PPC ads should match your site goals. Select keywords that directly relate to your ad group's theme as well as your landing page. Keywords that aren't relevant enough to the rest of your content will result in a low quality score.
Place your ads carefully.
The success of your PPC ad depends, in part, on where your ads are displayed in the Google Display Network. To find placements that are most relevant to the products and/or services you offer, try listing URLs, describing topics, browsing topics and selecting demographics.
Make sure the content of your ad is direct and simple to understand.
Your ad should compel customers to action and make your business stand out. Revise your ad to read as straightforward as possible and make sure your call-to-action is strong, clear and to the point.
Optimize your PPC landing page for conversions.
The key to a good PPC landing page is to provide possible customers with all the basic information they need to want to buy your product. A layout that is attractive and easy-to-navigate will help your conversations significantly. For best results, place important information such as phone numbers in the top-left section of the page where users are most likely to see it and make the transaction process as simple as possible; customers should be able to get what they want in three clicks or fewer.
At CyberMark, we can help you design, create and monitor truly effective pay-per-click ads to give your business a boost. Contact us today for more information.
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