Ad quality is a factor in Ad Rank, meaning that higher quality ads will be more competitive in the AdWords auction and achieve better rankings. This leads us to “Quality Score.” Google’s AdWords calculates a “Quality Score” for each keyword every time it matches a user’s search query. A keyword’s Quality Score can change depending on the search network, search query, and location. This means that if your keyword does well in some searches or on certain network sites but not in others, its Quality Score will be higher in those instances. One thing is clear— the higher the Quality Score of your keyword, the better your ad placement will be and the lower your costs.
The following 5 tips will help you improve your Quality Score.
1. Ongoing Keyword Organization
Effective organization of your keyword database is essential for successful PPC results and will significantly increase your likelihood of attaining high keyword Quality Scores.
2. Determine Keyword Quality
When evaluating the quality of your keywords, be careful with your optimization efforts, as this will help you achieve the best results. Also, make sure to review your Quality Score analysis, focusing on factors like ad relevance, estimated CTR, and the landing page experience. These three elements are used in the AdWords ad auction, but the Quality Score itself is not. If these components are not working well, it’s time to make improvements.
3. Keyword Optimized Landing Pages
Landing pages need to contain content that includes your targeted keywords for every ad group in order to increase relevance. In addition, a highly relevant landing page can also increase conversions. If your target audience reads your ad, is compelled to click through, ending up on a landing page that satisfies their expectations, you’re going to have visitors that are happy about what you have to offer, encouraging them to become customers.
4. Optimize Ad Copy
Coming up with ad copy that is customized to fit your keywords will boost the relevancy of your keywords on each of the ads you create. This will not only help increase your Quality Score it will also help boost the click-through rate. It’s also important to work your keywords into the ad copy which can be done using a dynamic keyword insertion (inserts keywords automatically) or manually. The biggest benefit of optimizing ad copy is that your ads will be more relevant which leads to improved click through rates, which raises the keyword quality score, saving you money as well.
5. Reduce Landing Page Load Times
The amount of time it takes to load your landing page is an important consideration when it comes to calculating Quality Score. Take time to look at the load times on all of your landing pages and figure out what can be done to reduce it if it’s an issue. There are handy page speed and Webmaster tools available online that you can use to test the speed of your landing pages including https://developers.google.com/speed/pagespeed/insights/.
The tips listed here will help you streamline your ad campaigns, improve your Quality Score, and help you become more competitive. You’ll also enjoy higher ad placement, increased click-through rates and reduced minimum keywords bids, meaning lower campaign costs – all results that are well worth the effort.
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