Five Ways to Improve Your PPC Quality Scores

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Five Ways to Improve Your PPC Quality Scores

Pay-per-click campaigns require careful monitoring of a variety variables. While some variables cannot be controlled, others like the quality score can be easily managed and are crucial to the success of many campaigns.

In its broadest sense, quality score is a measure for the effectiveness and relevance of an advertising campaign. It is calculated every time the keyword being bid upon matches a search query on the Internet. This gives the possibility to trigger an advertisement. Quality scores have an impact on many aspects of an advertising campaign including cost-per click (CPC), first-page bid estimates, and ad placement. If a keyword can be entered into an auction, they are partially affected.

Higher scores mean lower cost-per click

Higher quality scores mean better overall relevancy. This means that the rewards are lower cost-per click (CPC), and higher ad positions. An advertiser who has higher quality scores on keywords will often be charged less to get visitors than one with lower scores.

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Google uses the following elements to calculate quality scores:

  • Historical click-through rates
  • Relevance of the keyword in its ad group.
  • Relevance of the keyword.
  • Your account history.
  • Historical click-through rate (CTR), of the web address within the ad group.
  • Your landing page's quality.
  • Load times for landing pages.

These are five ways to improve your quality scores.

1. For each ad group, create small and focused keyword lists.Ads that are more focused can be tailored to the needs of those who search for them. Keyword dumps that contain 25, 50, or 100 keywords can make it difficult to create relevant ads. For example, if you sell a red coffee maker, the relevancy of your ads will rise if you use keyword combinations that include red + coffee +.

2. Make sure you take the time to create high-quality ads.In the ad copy, use keywords from the ad group. Proper calls-to-action can improve both the relevancy and quality traffic. Quality ads are more effective than just increasing your score. They also draw more targeted traffic which increases the likelihood of generating sales. This is an example of a high-quality ad for a red coffee brewer:

Red Coffee Brewers

Red Coffee Brewers for Sale

Get Fast and Free Shipping Get your order now

www.yourdomain.com/redbrewer

3. Drive traffic to the right pages.If your landing page does not have any connection to the product being promoted, writing quality ads and targeting precise keywords will not be of much benefit. Instead of driving visitors to the main site page, send them to specific product pages or category pages that include the product you are targeting. This will increase both the quality score and conversion.

4. Increase click-through rates (CTR)CTR can be increased by writing quality ads that include strong calls to action such as "Buy Here" or "Shop Now", and incorporating the numbers one through three. This can also lead to higher quality scores. Advertisers are still rewarded for clicks that result in sales.

5. To measure success, ensure that proper tracking is in placeThe quality of a keyword's ability to convert clicks into sales is an indicator of its effectiveness. Confirming that you have the correct conversion tracking code in place is the best way to make sure that sales are recorded. The search engines provide this information. It is possible to calculate a quality score if it isn't. Sales performance is also part of the equation.

Higher quality scores mean greater profits from PPC advertising efforts. The ideal scenario is for higher ad positions to attract visitors at lower CPCs. This will increase margins and decrease expenses. Advertisers who want to maximize the return on their investment in PPC advertising must understand the importance of quality scores and concentrate on factors that maintain those scores as high possible.

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