Breaking Through The Quality Score Wall | Creating a Successful PPC Campaign

Given that your Quality Score effects how high your bid needs to be in order to have your ad appear, having a good Quality Score can be key to having a successful PPC Campaign.  Quality Score is Google’s way of of measuring how relevant your ad is to people searching on the web.  It is an analytical combination of your text ad content, your landing page content and load speed, and a variety of other factors.  The following 5 strategies should help improve your quality score.

The More Specific The AdGroup, The Better The Quality Score

Making sure your keywords are as tightly grouped as possible, will get you much better quality scores.  If you have more than 5 keywords in any of your given AdGroups, you probably have too many.  Trying splitting your keywords into smaller, more specific AdGroups, and you will see a jump in your keyword Quality Score.

Be Selective About Which Keywords You Use

While you might think a specific keyword is a great idea for your campaign, that might not necessarily be the case.  If a keyword has a high number of impressions, but a low click through rate, it might be a case of people searching for that keyword in an unrelated context.  Do some more research, and make sure the keywords your are trying to rank on are actually related to the services your website offers.

Create A Brand New Campaign or AdGroup For Low Quality Score Keywords

If you have a keyword within an AdGroup that just isn’t performing as well, try creating a new campaign or AdGroup specifically for that keyword.  That way you can target the landing page and ad copy for that specific keyword, to improve the performance.  Additionally, this will improve the quality score of the AdGroup it used to be a part of.

Create Unique Landing Pages For Each Specific AdGroup

If you are directing all your PPC campaign traffic to your homepage, you need to stop, immediately.  Create a unique landing page for each of your campaigns, and make sure to include copy that is specific to your AdGroup.  When people are searching for your keywords, you want to make sure that the page they land on is relevant to what they’re searching, not just a homepage which they have to scan through and find links to the relevant pages on your website.

Write The Best Ad Copy You Can For Each AdGroup

Each AdGroup should have it’s own unique ad copy.  Make sure you include the keywords in your text ad, both in the headline and in the ad copy itself.  You should always keep 2 different ads running for each AdGroup, and be constantly updating the copy to find what works best.  You want your ads to match all the keywords in each AdGroup as closely as possible.


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Make Sure To Use Excel Spreadsheets

There are a number of handy tools and plugins you can use to make managing your Google AdWords account much, much easier.  With these plugins, you can extract keywords and research, organize it, analyze it, and put it back into your AdWords campaigns once you’ve sorted through what you want to do with it.

  • Google AdWords API Extension – with this tool, any keyword research you’ve been doing will be exported directly into an excel spreadsheet, which can later be modified, edited, and loaded into your campaigns.  Hands down this is the most popular excel related plugin, and will make your research a whole lot easier.
  • Market Samurai – So, maybe this one isn’t exactly an excel plugin, but it can be used for a very similar purpose.  This plugin, using both the AdWords API and SERP scraping tools will help you keep all your data organized and in a single location.  It’s mostly used to do keyword research, but it has a fantastic informational layout.  So, if you aren’t a huge fan of excel, this might be a useful alternative.
  • Gazel – This company, which does some amazing Internet marketing, has created a fantastic, easy to use plugin to ensure that all your data is automatically correctly formatted as an excel table.  It also offers metrics for comparison, and allows you to refresh reports so you don’t have to constantly be running massive amounts of data through your system.
  • DigDB – This plugin takes all the information you’ve dumped into a spreadsheet, and organizes it for you.  It’s a very versatile tool, allowing you to organize by phrases or allowing you to extract specific sets of data.  Most people use this plugin in conjunction with one that extracts the data into excel, to organize what they’ve extracted.
  • Tatvic –  A relatively newer plugin, it not only allows you to import information and research into excel, but also allows you to do audits, and plan your PPC optimization strategies.

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