Google AdWords is an advertising service provided by Google that allows businesses of every scale to display their ads on Google and its other advertising network.
This AdWords program allows businesses to set up a budget for the ad campaigns and only pay when people click on those ads.
1. Target specific keywords – Don’t do broad match. If you go after very specific keywords by doing exact match what will happen is that ads will only show up for that specific keyword or phrase.
When you go broad you are going to be shown to a lot of people who might not be interested in your business and as a result, you will have a lot of people who are not clicking on your ads which will have you pay more than necessary.
2. Negative Keywords – For example, suppose you are a retailer of brand new mobile phones, and a lot of people are using google to buy used or second-hand mobile phones. Because the customers are looking to buy used mobile phones are irrelevant to your business and if these customers click on your ads you are going to be wasting your money per click and your quality score is going to go down.
You don’t want your ads shown to them. What you could do is simply add in “used” as the negative keyword and you are good to go.
3. Keyword Grouping – What I mean by Keyword Grouping is, this is a list of semantically related keywords that are distributed in the pages in such a way to generate paid or organic traffic.
For example, let us say you have two simple search queries, “cake delivery” and “deliver cake online’. These are similar to each other so we could put a list of similar keywords together in one group. By grouping, we can create relevant ad tags for each group.
When you put all of your keywords in one campaign and you have the same ad texts for all of these keywords, this will cause your ad text to be not relevant towards each keyword, a lot of people are not going to be clicking on them and this is going to make your click-through rate to go down and your cost per click to go up.
Because Google works in such a way that if you have a higher click-through rate your cost per click is going to be low and vice versa and the better you click-through rate the better your quality score is going to be.
4. Optimizing the Ad Text – Unless your ads are compelling and well-written, your CTR (click-through-rate) will suffer – and that will affect your Quality Score, ad rankings, cost per click, and cost per conversion rate.
Creating well-written Ad Words ads offers some benefits:
- Improved Click-Through Rate
- Better Quality Scores
- Lower CPA (Cost Per Action)
The most important things to keep in mind when writing ad text are making sure your ad is highly relevant to your product or service you are offering, to the consumers’ intent and your PPC landing page.
5. Optimizing your landing page – Landing page optimization refers to the process of enhancing or improving each element on your landing page to increase conversions.
If your landing page is great, and when people click through on your ads and go to your landing page and buy stuff there your quality score is going to go up.
Likewise, if your landing page is not that great and people are not clicking through, google is going to decrease your quality score
Some of the basic changes you can make to enhance or optimize your landing page are having a great strong headline that is relevant to your keywords and ad text, having a clear, clean, and attractive font and design that looks professional, and easy to understand, and concise communication structure that explains what you offer and a click-able button with a clear call-to-action.
So, these are some of the basic tips for Improving and Optimizing your Google AdWords Quality Score. I will make more such in-depth blogs about these topics individually in the coming times.
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