It’s the thing that makes Adwords tick, the thing that gets juices flowing at all of the big marketing conferences. To say that Quality Score grabs most of the headlines when it comes to PPC chat would be an understatement; it’s something that every person who is looking to get a foothold in the industry needs to learn.
Of course, there’s learning what Quality Score is and how you can use it to your advantage. Those that can do the latter, like Assertive Media, gain the plaudits along with higher ad positions and lower costs. Ultimately, that’s going to be the end goal of PPC advertising (along with conversions, of course).
Bearing this in mind, today’s task is to look at three ways to boost the Quality Score of keywords on your account. Let’s take a look at some of the main ways in-detail.
The importance of relevant ad copy
As you’ll soon see, improving your Quality Score certainly isn’t an exact science. The changes are usually simple, and this first falls into this category.
While changing ad copy might seem like a mundane task, it’s essential to keep on top of things. It would be best to make sure that each of your ads has a copy that relates to your keywords. For example, if you are advertising “to benefit your CTR.
Use smaller but targeted ad groups.
One of the most common mistakes in PPC advertising is throwing all of your keywords into one ad group. Sure, this is the fastest way to do things, but it’s one of the worst things you can do in terms of efficiency.
It would be best if you were looking to split your ad groups as targeted as possible. This links to the previous point; by being really granular with your ad groups, you can also make sure that every ad serving the group contains the relevant keywords.
Things become much more targeted by doing the above, and you can start to optimize and eradicate any poor performing keywords (or maybe even ad groups) if you notice certain trends.
Make sure your landing pages are in order.
Something else that is going to impact your Quality Score emphatically is your landing pages. Again, this might be one of those so-called boring tasks but get this wrong, and you’ll soon see a lot of low numbers in the Quality Score column.
Again, it’s all about relevancy. It’s all about making sure that each landing page corresponds to the relevant ad. This is something that so many accounts get wrong; they point the destination URL to the homepage and then wonder why their ad isn’t performing. Give the user what they are looking for, and watch your Quality Score soar as a result.
