Perk up your keywords’ Quality Score through organizing Ad groups, monitoring search query reports and writing long-tail keywords.
Follow these simple tips to improve the Quality Score of important keywords when running a paid search marketing campaign:
Choose only relevant, solid and consistent keywords.
The key to this is in organizing ad groups for the campaign. The ideal ad group for one product is only about 15-25 keywords. In order to come up with solid keywords that do not exceed this ideal number a marketer should utilize his or her vocabulary and make the best of his or her writing skills.
Remember that it is always recommended to have a nominal but well-organized keyword list than a large but insignificant list. Do not stuff advertisements with superfluous keywords that might just clutter the overall campaign. Too many keywords in one ad group will result in unqualified clicks, low conversion rates, hence a lower Quality Score.
To organize ad groups efficiently an advertiser should start with the most relevant and simplest keyword list for the product or services being offered. This simple keyword list will eventually accommodate larger keyword ideas as the campaign continues to run. From a small but relevant keyword list, seeing what is effective and what is not, a marketer can gather new keywords to add to his or her new ad group, creating more and more performing ad groups for his or her campaign.
Related Resource from B2CWebcast: PR Hacking: How Ideas Spread And What Marketers Need to Know
Keep an eye on Search Query Reports and have a keen eye on conversion rates
Study data that is being generated through Search Query Reports. Search Query Reports show terms that are actually being typed by users on search engines. Retrieve these reports on a regular basis. Have a keen eye on which keywords bring conversions to the product, service or site being promoted via PPC advertising.
Please note that those keywords which do not get conversions are not useless at all. These underperforming keywords can be used as negative keywords for the campaign. Negative keywords help an advertisement to increase quality impression rate.
Having a way around with both performing and underperforming keywords, an advertiser can effectively customize his or her advertisement copy and landing pages. A well crafted advertisement copy and a landing page relevant to the keywords will generate higher click-through-rates resulting in a higher quality score.
Research on long-tail keywords
Long-tail keywords are keywords derived from occasional but highly specific queries that take users to a site. Long-tails consist of as many as five words in just one phrase. For example, a searcher looking for an affordable hotel in Italy will type “affordable hotel in Italy with view of the leaning tower of pisa” instead of just “hotels in Italy”.
Long-tail keywords generate less but qualified traffic for a site which can bring in more conversions than shorter keywords.
In order to gather long-tail keywords, a PPC advertiser can make use of Google Suggest. He or she can type in his or her primary keyword and list all the keyword variations suggested by Google. For example, typing “hotels in Italy” generates “hotels in Italy for kids”, “hotels in Italy by the beach” among others as Google suggestions.
Another technique to pull up long-tail keywords is through Google Related Searchers found at the bottom part of each search page results. The short keyword “hotels in Italy” for example pulls up “4 star hotel in Italy”, “cheapest hotels in Italy”, “famous hotels in Italy and so on as search related results”.
Following these three simple steps will surely improve the Quality Score of most important keywords when optimizing PPC advertisements.