Adwords Quality Score Help Part 3

The progressive conversation on relevancy:

With the onset of Quality Score, relevancy is much more scientific than most SEO packages will let you believe… if you want to approach it properly. The conversation has been going on for quite a while. I am going to focus specifically on the landing page and the collaboration that needs to occur to get this right.

Relevancy: what it used to mean, you had this bucket of keywords that you’d created during your search engine optimization training. You had the same titles and descriptions for everything on your list. Maybe you categorised them in Excel, started to map keywords, either way it used to be extremely manual. Then, the tools started to get better, standards started to raise, and relevancy became increasingly part of the conversation when it came to do quality search marketing.

We got more aggressive on bidding strategy, handling text ad methods, titles and descriptions, keyword landing page, and getting more serious about what we wanted the consumer to do.

Landing page: we have always been delivering this to deliver on consumer demand. Where you land on the page is one thing but now there are many more things to look at. You want to look at the account history, content and layout, usability and navigation and load time.

If Quality Score is well handled, it will force the tightening of relevancy to occur earlier on. We want to deliver on relevancy.

Guidance: When it comes to content, content rich strategies in search have always been wise. Use tags when necessary and be descriptive.

Usability: It should be useful, relevant, and deliver.

Navigation: Direct connection to what is sought. Make it clear how to get there. Ease of passage.

Transparency: Make sure the nature of your business is crystal clear.

Load time: this can be smooth with the right kind of collaboration. Minimize the number of redirects and come up with creative workarounds of slow servers.

Conclusion: If you are serious about relevancy, you need to take Quality Score seriously. It does I believe represent an opportunity to hang your interests on. As you go about making site modifications and dealing with all the other factors, understand what the threshold is and what your efforts should be. Know that your efforts are going to be re-evaluated by the engines over time, and will get better and better.

Summit for all your online marketing consulting

Did you like this? Share it:

Adwords Quality Score Help Part 2

The second part of our series on Adwords quality score. Here at Summit we’re not all about getting the best search engine placement possible for a budget. We’d also like to inform our clients about the why and How around online marketing strategy.

You will now get as close to Google SEO level knowledge as possible today!

Talking specifically about Google. Their Quality Score permeates everything in the account about what it affects. Your bids. Your position. Your placement targeting. Ad rank.

So we will walk through how the Quality Score factors affect everything;

* Why is Quality Score important? It affects your ad rank, where your ad appears.
* Ad rank = keyword Quality Score x maximum CPC.

So often you don’t want to change your bids, you want to see if you can raise your Quality Score rather than your bids.

First Google determines your minimum bid. The minimum you can pay to have your ad shown. And if your bid is higher than the minimum then you can show on search, but if its lower you can’t show up in search but you can show up in content network.

Minimum bid is determined by:

* Historical click through rate on Google.com – not on the content network.

* Relevance of keywords.

* Landing page (goes into the minimum bid calculation).

* Other factors.

What to do;

* Don’t get caught up in other factors.

* So viewing minimum bids: you can see them right away. Take your minimum bids and export them into Excel so you can see them more clearly.

* Quality Score factors chart: look at particular factors as a reference when you start diagnosing issues.

* The higher your minimum bid, maybe you have a landing page problem. Start playing with them and see what’s working. Go into your Adwords accounts to see more information. Load time of your landing page and other factors.

* Account organisation is the number 1 factor to get a good jump in quality score. The more granular the campaigns, the more relevant everything will be.

Did you like this? Share it: