Hi,
Howdy, lets pretend that this article is on a Wednesday cause I’m late. Sorry!
Recently I have been doing a lot of Google Ad-Words work as we do PPC management. I’ve been trying out some new stuff to get higher quality scores and have noticed that since the new Adwords interface came into use, they have seem to be a bit tougher on Quality Score (QS). Usually 7/10 was adequate, but those 7/10′s in some cases have dropped down to 4/10. In retaliation, I set out to try and figure out a reusable technique which would allow 10/10 Quality Score, and I think I found something that works. It will seem pretty obvious to you, but its amazing how easy is to over look the basic steps involved – and how many people are not doing this.
Why is Quality Score Important?
Quality Score is what Google uses to determine if they should show their PPC results, in what order, and what cost the bids are. Basically the lower the score, the higher the bid, the lower the placement, the less frequently they will show your advert. This means that it’s no good to them, and you end up paying over the odds. Your cost per acquisition will be higher.
Ok Ok, Shut up, how do I get 10/10
OK now this is very simple, but it works. Follow these steps.
- Create your campaign, research your keywords etc, build your site.
- Ensure you have a privacy policy, copyright statement, terms & conditions.
- Choose your keyword you want to get to 10/10.
- Group that keyword in adgroup with maybe 5-10 other very similar keywords (extremely similar).
- Create a landing page called site.com/main-keyword.html
- On that landing page, include your keyword in the <title></title>, H1 Tags, and 3-5 times in the main copy of the site. As well as any alt tags on images (use full descriptions, not keyword spamming).
- Put keyword into meta description & meta keywords, mixed in with other relevant keywords.
- Create an Ad on your adgroup (plus several more), which include that keyword in your main title, and the 2 lines of copy they give you.
- Make the ad display URL as site.com/keyword
- Link it to your new landing page.
- Done, rinse and repeat for all your other keywords.
Yes this is time consuming, but it’s worth it for:
- Higher click through rate (= better QS and lower bids)
- Higher Conversions (= everything is now targeted)
- Lower Bids (= your quality score should be 10/10 – you save money)
If you don’t get 10/10, which on a couple of occasions I didn’t, you can either create a new adgroup, move the keywords which didn’t to there, then do the same process again. OR edit your landing page to increase the frequency that keyword is mentioned.
Your QS can fluctuate from the first time you set it up, so it’s worth waiting at least 24-48 hrs before making changes. I had some go from instant 10/10, to 7/10, and back to 10/10 and haven’t moved since.
Hope this helps. It helped me! Let me know how you get on, also drop a comment below.
