If you’re running an AdWords campaign, you already know that each of your keywords is assigned a Quality Score which measures its performance. This score gives you a pretty good idea of which words are pulling their weight and which ones needs to be kicked to the curb.
The Quality Score for each keyword determines its cost to you as well as how high its ads are positioned in search rankings. This score is determined using 3 factors:
- Click-through rate
- Ad relevance
- Landing page relevance
Improving these Quality Scores ensures that all of your keywords are working hard for you. Here are 5 quick tips for getting better results from your AdWords campaigns:
Start with a good keyword list—The best way to create an effective keyword list is to check your own analytics. With data pulled from your company specifically, you will avoid ending up with non-targeted keywords that drag down your AdWords campaign and drain your budget.
This private source of information tells you which keywords people are actually using to find you, and which ones generate the most traffic and conversions. Research your best performing keywords using tools and resources that look at your company’s activity and give you the information you need to build the list that works best for you.
Group keywords—To give your keywords more relevancy, group them according to your target market, your specific products and services and variants such as plurals and misspellings. Structured organization of keywords brings you the best results for each one.
Create quality ad content—Your content is a huge determining factor for whether or not people click on your ads. So it must be relevant, targeted and engaging. And, of course, it should include your keyword.
Think of it this way—if no one clicks on the ad, then your keyword could be the most awesome keyword in the world and it won’t matter. It will be judged non-relevant and receive a low Quality Score.
Make your landing pages relevant—This means that your landing pages should fulfill the promise made in the ads that lead visitors to them. Include the target keyword and always make sure that the landing page allows visitors to perform the desired action. This reduces consumer frustration and increases conversions rates.
Know the factors—There are several types of Quality Scores, and AdWords lists all factors that affect each type. This handy chart will help you keep track of your campaigns for each keyword and each type.
Better Quality Scores will ensure that your keywords are optimized for peak performance and always working hard for you. Use these tips to stay competitive, improve your PPC campaign results and get a bigger bang for your marketing bucks.