Google Quality Score Workshop: How to Raise Your Quality Score and Increase the Impact of Your Paid Search Ad Campaigns
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In this Google Quality Score workshop, learn how to raise your Quality Score so that you can pay less for higher ad positions. Topics include improving your click through rate, ensuring the relevancy of your ad copy, keywords and landing pages and building quality history.
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Google Quality Score Workshop: How to Raise Your Quality Score and Increase the Impact of Your Paid Search Ad Campaigns
- 1. Google Quality Score Workshop: Don’t Set It & Forget It How to Raise Your Google Quality Score and Increase the Impact of Your Paid Search Ad Campaigns Presented by KeywordFirst & hosted by The Social Media Monthly June 23, 2015
- 2. Why Does Quality Score Matter? Higher Scores Win Higher Rankings •Quality Score is Google’s ad relevancy metric •High Quality Score: Google deems your ad highly relevant to searchers •Higher your ad scores, higher your ad ranks in search auctions •Higher your ad ranks, more likely clicks convert to sales
- 3. What Makes a Quality Score? 5 of 7 Factors You Can Influence Click Through Rate (CTR) Ad Copy Relevancy Keyword Relevancy Landing Page Relevancy Historical Performance
- 4. What Makes a Quality Score? Factor 1: Click Through Rate (CTR) •Most weighted by Google as a user-influenced attribute •Theory: High CTR = positive user experience, so high CTR deserves high score
- 5. What Makes a Quality Score? Factor 2: Ad Copy Relevancy •Closely related, relevant ad copy improves Quality Score •Using actual keyword within ad copy improves Quality Score
- 6. What Makes a Quality Score? Factor 3: Keyword Relevancy •Generated by good campaign structure •When keywords are closely related, scores improve
- 7. What Makes a Quality Score? Factor 4: Landing Page Relevancy •Clean, crisp look & feel = higher score •Relevant copy = higher score
- 8. What Makes a Quality Score? Factor 5: Historical Performance •How long your keywords perform improves score •How well your keywords perform over time improves score
- 9. How Can You Raise Your Quality Score? 3 Powerful Ways to Influence Quality Score Improve CTR Improve Landing Pages Build Quality History
- 10. How Can You Raise Your Quality Score? Improve CTR •Keyword Negatives •Match Type Breakout •Sitelinks and Other Extensions •Targeting
- 11. How Can You Raise Your Quality Score? Improve Landing Pages •Google crawls landing pages to assess relevance to keywords •Choose most relevant landing page for ads at granular level •Adjust landing page content on a regular basis •Create specific landing pages aligned with keywords
- 12. How Can You Raise Your Quality Score? Build Quality History •Structure campaigns the right way, every time •Manage campaigns on a regular basis •If you can’t operate a campaign with the necessary discipline, consider holding the launch until you can
- 13. Summing Up 1.Paid Search is not “Set it & forget it” media 2.Any Paid Search campaign requires regular attention to succeed 3.Raising Google Quality Score is one path to successful Paid Search 4.There are 5 of 7 factors in Quality Score you can influence: o Click Through Rate (CTR) o Ad Copy Relevancy o Keyword Relevancy o Landing Page Relevancy o Historical Performance 5.There are 3 powerful ways to influence Quality Score: o Improve CTR o Improve Landing Pages o Build Quality History
- 14. Thank You! Resources: Raise Quality Score article on The Social Media Monthly http://bit.ly/1Pwm5PE See Quality Score posts on our FirstWord blog http://keywordfirst.com/blog/ Contact: Kurt Anagnostopoulos http://keywordfirst.com/about-us/our-team/ Co-Founder, KeywordFirst Kurt@KeywordFirst.com
Notes de l'éditeur
- Every Google keyword is its own auction. The order of the ads displayed is determined by the bids placed and the advertisers’ Quality Scores. Quality Score has a big impact on where your ads are shown and how much you pay for them because Google wants to ensure that they’re providing the most relevant results possible.
- Google’s formula for determining Quality Score is top secret, but there are a number of factors that you can influence when creating your campaigns. The number-one way to increase your Quality Score is click-through rate (CTR) – the number of people who click on your ad vs search.
- The more specific the ad copy, the more relevant it is to the end user. Your most important keywords should be included word for word in ad copy specifically related to them. For example, if you’re bidding on the term ASICS AP 3000 running shoes, putting that exact term in the copy will make your ad more relevant than one that just says ASICS running shoes.
- Campaign structure – making sure your keywords are in like groups and separated out -- is really important. This is something that you have complete control over. Learn more about campaign structure at http://bit.ly/1JH98MY.
- If an ad drives a potential customer to a page with the specific product/model they searched for (vs an overall brand or general product page), then the ad was extremely relevant.
- This is something that you have partial control over and can help build with good campaign structure, relevant keywords, specific landing pages, etc. Advertisers who’ve been advertising for a long time have an advantage.
- Quality Score directly impacts ad position and cost per click (CPC). Some advertisers pay less per click but have a higher position because of their Quality Score. If you improve your Quality Score, your clicks will be cheaper, and your positions will be higher.
- Keyword Negatives The best way to improve your CTR is to continually add keyword negatives to make sure you’re only showing up on relevant searches. Run Search Query Reports weekly to identify opportunities and look to eliminate irrelevant high-impression terms that can drive it down. Match Type Breakout Since exact match ads have a higher CTR than broad match ads, separate all of your keywords and match types by campaign or ad group to capitalize on the better performing exact match groups. Sitelinks and Other Extensions KeywordFirst sees a 15% increase in CTR on ads with sitelinks. Using sitelinks and other extensions add credibility, allow you to take up more real estate and have a positive impact on your CTR, which decreases cost and increases your position. Targeting Determine the relevant targets for your campaign (day of the week, geography, time of day, etc.) and utilize the tools available to better direct your ads to the right audience.
- If you have a specific page dedicated to a product for which you’re buying keywords, drive users to that page to help improve CTR. Be strategic with how you create and/or adjust the copy on your landing pages because you don’t want to increase your Quality Score at the expense of SEO or site user experience.
- The longer campaigns run, the more history you’ll have, which will help to increase your Quality Score as long as you’re using best practices.
- Paid search needs to be actively managed to create a positive campaign history, increase your CTR, decrease your CPC and increase your positions.