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How To Improve Quality Score?
Wed, 12/16/2009 - 18:47
in
Every internet advertising agency that manages PPC campaigns will be aware of Quality Score (QS) and the affects it can have on a campaign. But if you are managing your own account you may be wondering how you can improve it.
If you are unfamiliar with Quality Score, it is basically a measure of relevance and user experience used in pay per click advertising. A high score can help you pay less for clicks.
Never stop trying to improve your click through rate. The better your CTR the more relevant your ad is to the search query, as a result this could have a positive impact on your QS. In Google Adwords set your ads to be shown more evenly over time. This way you can properly test, which one is performing best. When I make changes to ads I generally keep them small and gradually change them starting from the top down. This way I can gauge what impact the changes had.
Make sure your landing page is relevant. Look closely at the titles, headings and copy on the page and make sure they correspond to your ad group keywords and ads. By making the ads relevant to the search query and the landing pages relevant to your campaign in general you improve user experience, relevance and hopefully your quality score. Google also takes into account load time so make sure its fast.
Keep your Adgroups tight and look closely at the QS of each of your keywords. Make sure your keywords can be found in some form on your landing page. As I implied above relevance is the key.
If you spot poor performing keywords and ads don't be afraid to pause, if you want to improve your quality score. Of course you have to use your own judgement and make sure you have enough data to support your assumption, but by pausing dire performers you can increase your relevance.
My top tip for improving quality score is to keep your ad groups small. By only having a handful of keywords in your ad groups you can greatly increase ad and landing page relevance.
BDR is a full service internet advertising agency, if you would like to know more about our PPC management service you can call Louise on 0208-429-6738 for more information.
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