If you’re an adwords manager or a business owner running your own account, you’ve probably already set your major KPIs and goals to be tracked such as conversions, sales, return on investment, return on ad spend and cost per conversion. But before going into your macro goals, you need to understand and master one of the major factors that affects your KPI and goals performance.
The major factor we’re talking about is the Quality Score of the keywords used in your adwords campaign.
Quality Score is Google’s rating of the quality and relevance of both your keywords and PPC ads attached to those keywords. It is used to determine your cost per click (CPC) and multiplied by your maximum bid to determine your ad rank in the ad auction process.
Your Quality Score depends on multiple factors, including:
- Your click-through rate (CTR)
- The relevance of each keyword to its ad group
- Landing page quality and relevance
- The relevance of your ad text
- Your historical AdWords account performance
Generally, the higher your Quality Score, the lower your cost per conversion. This is because Google charges lower cpc as a way of giving back to you for meeting the requirements of your potential customers. Bringing down your cost per click and cost per conversion overall will mean you can scale your campaigns to gain more conversions without spending a vast amount of money.
So, how can you increase your Quality Score? Below are some tactics you can implement to achieve this.
1. Careful Selection of Keywords – Keyword research plays a significant role in your quality score. This research will help you to discover new keywords in your niche. It is important to carefully select them though, making sure to only pick those that are are highly relevant to your business.
2. Single Keyword Ad Groups (SKAG) – Basically, with this strategy your ad group contains one keyword with different match type variations. With SKAG, you can tailor specific ad copies that are highly relevant to the keyword that you are using.
3. Modifying Ad Copies Based on the Search Terms Report – Once your campaign has enough data, you will be able to check what queries are triggering your keywords and ad copies to show in search engine results page. Using this insight, you will be able to modify your ad copies to make sure that you are showing a highly relevant ad to your possible customers.
4. Landing Page Optimisation – Your landing page is one of the biggest factors influencing whether your users will convert. Thus optimising your landing page is highly recommended. You can create content based on your campaign goals and use some of the most effective keywords in your content. User experience must be considered as well by fast load time, proper use of products and services categories (for multi page sites), etc.
5. Utilising Negative Keywords – Negative keywords filter out irrelevant and low qualified traffic which messes up your click through rate and your account’s data, which can make it harder to optimise the campaigns. This also reduces wasted budget overall.
In summary, quality score reflects how relevant Google deems your adwords campaigns are and how well they’re meeting the needs of your searchers. Selection of keywords, use of tight keywords within an ad group, constant modification of your ad copies, good user experience in your landing page, and filtering out irrelevant traffic can really help increase and improve your quality score and overall help you meet your business goals.
Keep an eye out for our next post on recent changes made by Google to Adwords, how this affects quality score and what you can do to leverage this.