If you are running a Google Adwords pay per click campaign, the PPC Quality Score is one factor that affects how much you pay, and where your ad is placed in the search results. It is much the same for other search engine campaigns such as Yahoo’s Search Marketing and MSN’s AdCenter.
PPC Quality Score Defined
According to Google, a quality score “is the basis for measuring the quality and relevance of your ads and determining your minimum CPC bid for Google and the search network.
This score is determined by your keyword’s click through rate (CTR) on Google, and the relevance of your ad text, keyword, and landing page.”
Your PPC Quality Score will be classified as poor, okay, or great and you can see these ratings listed through your Google Adwords account. At the bottom end, you will pay a minimal rate for keywords, at the top end you will pay more.
But is it really worthwhile to pay for those poor performing keywords? You will probably get a better return on investment by utilising a fewer number of good keywords.
How To Raise Your Quality Score
Start by concentrating on smaller, more targeted keyword groups. Each group should have a specific, common denominator, such as the recurring use of one main keyword. Then you can create ad copy that is viable for all.
The ads should include this main keyword in the title, somewhere in the body, and the URL that is displayed (not necessarily the same as the actual URL). You may want to develop several ads for each group and use split testing to determine which one is most effective.
Ensure that your PPC campaign is based on narrowed restrictions, or exact matches for your best keyword phrases. If it is too broad, you will not see the best return or the optimum number of conversions. With an exact match, you can be assured that visitor traffic will be targeted and more likely to convert to a sale.
Another way to increase the quality score is to run a link-building campaign in addition to the pay per click campaign. This has the added benefit of aiding organic SEO.
Of course, to be most effective, your website should be scrutinised for adherence to basic SEO practices. Ensure your web pages always include the most important keywords, as should meta tags for each page. In fact, the exact text from your best performing ads works even better.
Landing pages are important, and should be split-tested to maximise the Adwords campaign. Link all pages with easy navigation and add any that might be useful, such as “About Us”, or “Contact Us”.
Utilise Google’s Site Related Keywords tool. The results will inform you of whether or not Google thinks your landing pages are relevant to your targeted keywords.
As you can see, your PPC Quality Score is a vital factor in its success. With the right keywords and the appropriate controls in place, as well as a high quality product and great copywriting, your Adwords PPC campaign could bring in enough conversions to more than pay for itself.