Getting A High Quality Score With PPC

October 22, 2008 at 10:40 am Leave a comment

Pay per click is not exactly SEO but it can be very beneficial to know how to use it properly. A savvy marketer/webmaster should at least understand both “free” and paid search marketing. Over the past few months we have taken a look at some excellent SEO tips and tricks and today I would like to a few great PPC tips that will save you money on clicks and (hopefully) increase your CTR (click thru rate).

What is QS (Quality Score)?

As stated in the search engine watch SEM glossary :”A score assigned by search engines that is calculated by measuring an ad’s clickthrough rate, analyzing the relevance of the landing page, and considering other factors used to determine the quality of a site and reward those of higher quality with top placement and lower bid requirements. Some factors that make up a quality score are historical keyword performance, the quality of an ad’s landing page, and other undisclosed attributes. All of the major search engines now use some form of quality score in their search ad algorithm.”

In a nut shell, it’s all about being relevant. If your ad and landing page are relevant you will(should) get a better click thru rate and then you will be rewarded by higher advert positioning.

How To Get A High Quality Score.

At the beginning of your PPC campaign it is all about one thing – relevance. How relevant your ad is and how relevant your landing page is( the page where the person goes to after they click on your ad). You see it time and time again – you are looking for something to buy. Let’s say for example you are looking for a dog collar.

You go to Google and type in dog collar. On the right hand side (where the ads are displayed) you will see all types of ads ranging from dog food to puppy clothes. These are highly irrelevant to what the person is search for. Many of the pages that have dog collar on the will take you to the main page of their website and you actually have to find where their dog collar section is. This is not good advertising practice. I know that if I am looking for a dog collar and click on an advert telling me that I can find one there to buy and it takes me elsewhere, I probably will lose interest fast and leave. This is why it is extremely important to keep your keywords and ad groups as tightly knit as possible.

What does that mean?

Let’s say we are selling dog collars. I will do some quick search engine keyword research and come up with a few keywords (note: you should be far more thorough with your keyword research, but for this example I am just going to do this quickly) Using the Google Keyword Tool I typed in dog collar and got the top 10 traffic keywords:

dog collar
dog collars
dog training collar
dogs collars
dog training collars
dog bark collar
leather dog collar
dog collars leashes
dog collars leather
dogs collar

OK so now we need to group these keywords and make sure that they are as relevant as possible. I will group them like this:

Dog Collar
dog collar
dog collars
dogs collars
dogs collar

Dog Training Collar

dog training collar
dog training collars

Leather Dog Collar
leather dog collar
dog collars leather

dog bark collar

dog collars leashes

As you can see I have grouped these perfectly so that each group contains almost identical keywords. Now it is time to write ads for the various groups.

TIP: A really nice little trick is to try and make sure you put your keyword in the title of your ad AS WELL as in the body somewhere.

Keep in mind that you only have alimited amount of space for your ads.

Just as an example, for the keyword group Dog Collar my ad might look something like this:

Awesome Dog Collars
Pick The Perfect Dog Collar
From Our Huge Selection Now!
http://www.awesomedogcollars.com

Can you see how I have put the keywords in twice?

Now that the keyword and ad has been taken care of, you need to make sure that when someone clicks on this they are not taken to the dog food section of your website.

Keeping everything relevant will definately help hugely with your quality score. Do a little research in your niche and you will be surprised at how bad some of the advertising is.

Advertisements

Entry filed under: Marketing, Pay Per Click. Tags: , .

Google Webmaster Chat SEO – On Page Optimization Tips

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

Trackback this post  |  Subscribe to the comments via RSS Feed


Add to Technorati Favorites blogarama - the blog directory
SEO Blogs - BlogCatalog Blog Directory

%d bloggers like this: