How to Improve Quality Score


Before you run any campaign you should always first do extensive research on your keywords. Generate a list of highly relevant keywords which describe exactly what your site has to offer. Once you have chosen your keywords, split them into closely themed adgroups even if this means some adgroups contain only one word. This will mean ad text is more relevant to the keywords and the landing page chosen will be more relevant to the search intent of the visitor. This will lead to increased click through rates and hence higher quality score. Make sure separate adgroups do not contain keywords which will be competing against each other. Negative keywords are a great way to reduce overlap between campaigns and also to remove irrelevant searches.

Ad copy
Create ad group specific copy include top performing keywords in your ads. Consider dynamic keyword insertion (DKI) , this will allow Google to draw the search term into the ad.

With an the DKI below:

{Keyword: Hotel} in Dublin
Rooms available from €50pn
in {Keyword: Dublin Hotel} during August

We can get ads such as:

Luxury Hotel in Dublin
Rooms available from €50pn
in Luxury Hotel during August

Luxurious Hotel in Dublin
Rooms available from €50pn
in Luxurious Hotel during August

5 Star Hotel in Dublin
Rooms available from €50pn
in 5 Star Hotel during August

Spa Hotel in Dublin
Rooms available from €50pn
in Spa Hotel during August

Use ad text to engage and draw users to your site. Don’t Bait users with a call to action and Switch the goal once on site. This creates a bad user experience. Continuously test new ads as even with good CTR’s their can always be improvement. With a successful ad try making small changes at a time, such as differing titles etc. Always have two ads running.

Landing Pages
Always select the most relevant Landing Pages for each specific Adgroups. Once a landing page is selected then place keywords from the adgroups on to it. A page with relevant keywords is seen as more relevant to the end user and so the adgroups will be given a higher quality score. Be careful not to overdo it though, only chose 5-10 of your best performing keywords and do not allow a keyword density of over 10% of total text to your selected terms. As always with PPC run frequent split tests to determine the most successful landing page. An example might be for hotels, should you lead the visitor straight to the booking page or to a landing page giving a general overview of the amenities which leads to the booking page. In my experience i have found informing the visitor before they arrive at the booking page to be more profitable. Sitelinks are a tool Google has supplied us with which allows the user to select for themselves which landing page is most relevant. This has shown increases of up to 66% in CTR. However sitelinks will only appear for ads in the first position on the search results page. Remember ads have altered relevance per device. Therefore with the upgrade to enhanced campaigns a mobile optimised site is essential to keep the quality score high. Check your site if it has a slow loading time this will affect your quality score as it creates a bad user experience!

Biggest isn’t always best. Research has shown in certain cases ads in the third position perform best. Find a bid strategy that works and constantly monitor. With new competitors entering the market, campaigns being paused, budget increases and quality score changes the auction is never static. Choose a metric, be it an ad position, click through rate or a cost per click and consciously optimise towards it.

With PPC marketing, as historical data builds up so too does your quality score. Google likes to reward loyalty but also as a website ages it’s user base grows, it gains followers, the brand gets recognition and trust which all contribute to encourage visitors to visit the site.

Constantly Monitor your campaigns and don’t allow bad performance. If an adgroup begins to slip take quick actions to correct it!


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