Improving the quality of your AdWords may seem like a daunting challenge but what if we told you it doesn’t have to be so. Do you know the three factors used to calculate your AdWords Quality Score or how they are used to calculate your Digital Marketing bill? Do you want to learn a few tricks to improve your AdWords Score? You have questions, and we at GTL have the answers.
Factors in Quality Score
Google Chief Economist Hal Varian has identified the following criteria as being essential to your AdWords Quality Score:
- Click Through Rate (CTR)
- Landing Page Quality (LPQ)
The Click Through Rate or CTR is a rate defined by how many AdWords were clicked on within a certain period of time. The greater amount of clicks within a specific time span, the better your rate. Potential customers will not click on ads that are not relevant to them or what they are searching for, hence we have our second factor: Relevancy. Relevancy is based primarily on the search engine users. Are the ads relevant to what the users search? Will they find interest in your advertisement? Relevancy is linked to your Page Rank which means it should be a key point of focus in improving your Quality Score. The less Relevancy you have the less likely you are going to land a potential client. The Landing Page Quality is also very important because it is Google’s way of adding value to the community of business’s using its platform. Do you have a contact name and phone number? Do you offer some educational content? Google prefers that you do not have a hard, direct sales pitch directly on your Landing Page. Having such a pitch may push potential readers and customers away. Instead, they would like you to teach the visitor something new or bring some kind of insight the potential customer would otherwise not find. This would boost your Landing Page Quality which will improve your Quality Score.
Ways to Improve Quality Score
Besides the aforementioned, you can also improve your AdWords Quality Score with keyword placement. Just think about the 4 billion searches a day on Google. Do the search engines have the time or resources to check every single search? Of course not. Therefore, it is important to make their job easier by including specific keywords. These keywords should be in your URL, Header, Meta Description and the Ad itself. The top professionals may only use one keyword per Ad Group so quantity is not always quality.
Drop Cost Per Click
The calculations for how you are billed can be a little tricky to explain, but it is based on the ad’s position ranking and quality. In many ways, Google has taken ownership of the World Wide Web. This means that it views a better online environment as valuable. If you improve your AdWords Quality Score, then Google will lower your Cost Per Click. Your ads will be cheaper. You also may qualify for better ad placement, ad extensions and dynamic keyword extensions. Google rewards the best ads so working towards having a great AdWords Quality Score can help you go the distance. Follow these Business Essentials for your pay-per-click efforts and you’ll win the game of PPC. Get going today. You have the knowledge, now put your plan into action. Improving your AdWords Quality Score is an ongoing challenge so expect obstacles and find means to hurdle over them. Discuss your ideas during our free consultation and get the answers you need, today.