Google AdWords Quality Score - Why You Can't Afford to Ignore It

Google AdWords is one of the most cost-effective platforms in the world to grow your business by gaining new customers online. Yet ignoring the Google AdWords Quality Score has forced many advertisers to spend through the roof. Google rewards you for being relevant to what a person is searching for.

Your Quality Score along with your maximum CPC (cost-per-click, or how much you are willing to pay when someone clicks on your ad) determines your ad’s position in the paid search results. The higher your Quality Score, the lower the CPC required by Google to trigger the showing of ads. Here are a few opinions about things you can do to possibly optimize your ads.

Relevance of Your Ad's Text

When you create keywords in ad groups that are very tightly and closely aligned, it helps ensure that your ad text will be relevant to the keywords searched. For instance, if you sell 30 different types of a particular product, create a separate ad group for each product type. It will take a lot more time and effort than creating one ad over a wide keyword universe, but your rewards will more than justify your time spent.

Your Keyword’s Click-Through Rate

When your ads are optimized by making your ad copy and body copy extremely relevant to the keywords chosen, you should notice an improvement in response, hence a higher click-through-rate (CTR). By using highly relevant, laser-targeted keywords, you’re giving Google’s users exactly what they’re looking for at the moment they need it.

Your Historical Performance

Monitor the performance of your keywords and examine the reasons why your keyword may not be achieving an optimal Quality Score. Some advertisers do not account for singular/plural separation in their ads. As a result, they are leaving a lot of money on the table. When you target your ad groups toward the singular and plural versions of your keywords separately, you are in a position to gain a definitive advantage against your competition.

The Content of Your Landing Page

It is important that the page users land on is pertinent to their search. How do you create a relevant landing page? Give the users what they’re looking for immediately upon their arrival at your site. Don’t make them dig for it or they’ll hit their browser’s back button in a hurry.

Your Website

This part is critically important. Present your customer offers on a fully functional, feature-rich, content-rich website.

Google wants to provide its users with a quality search experience. By taking the time to optimize your ad campaigns, you can create a win-win situation for everyone involved.

David Edwards is Founder and Principal of pay per click management agency Advertisedge.com, the service that understands your top goal in business is growing your gross profit.

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User comments:

livingwitlife - Posted on: 2011-09-01 14:12:43

When the ad spot is part of a search engine results page (SERP), the automated auction takes place whenever a search for the keyword that is being bid upon occurs. All bids for the keyword that target the searcher's geo-location, the day and time of the search, etc. are then compared and the winner determined. In situations where there are multiple ad spots, a common occurrence on SERPs, there can be multiple winners whose positions on the page are influenced by the amount each has bid. The ad with the highest bid generally shows up first, though additional factors such as ad quality and relevance can sometimes come into play (see Quality Score).



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