Optimize Quality Score
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Written by Atila on September 10, 2008 – 6:34 pm
A campaign optimized for quality score can result in a greater return-on-investment from your PPC efforts. To optimize your PPC account, consider the overall campaign and ad group structure, keyword choice, and ad copy.
An optimal campaign and ad group structure does not directly increase quality score, but it does make it easier for you to navigate the PPC account and increase the relevance of your keywords within ad groups. Ad groups contain a group of keywords and ad copy and show when those keywords are searched. The more specific your ad groups, the more specific your ad copy can be for those ad groups. This increases keyword-to-ad copy relevancy and in turn can raise click-through rates. If you sell basketball shoes, create an ad group called Basketball Shoes, and within that ad group you should only have keywords that are directly related to the basketball shoes you sell. You can get even more specific and create ad groups for every brand of basketball shoes that are sold. The more specific the ad groups, the more specific you can make the ads contained within.
Using the example above, if you are creating ads for your Basketball Shoes ad group, make sure that each ad clearly states that you are selling basketball shoes. Mention basketball shoes as many times as possible in the ad text.
The final step is to make sure you are sending the customer to the most relevant landing page. Again, if your keyword is “basketball shoes” and your ad copy states, “We sell Basketball Shoes!” be sure that when customers click your ad they are taken directly to your basketball shoes page.
The synergy between the keyword, ad copy, and landing page within ad groups is something you can control and optimize to increase quality score.
If a keyword does not seem to be performing well for you, do not necessarily give up on it immediately. Try creating a new, more specific ad group for that keyword and other keywords like it. Write new ad copy with that keyword in the text. You might even want to go as far as creating a new page on your Web site that revolves around that term.
Another easy way to ensure your campaigns are well optimized is to look at the number of specific pages that make up your Web site. A campaign that is correctly quality-score optimized should have at least one ad group for each page within the site. For example, if your Web page is made up of ten separate pages, your PPC campaign should have at least ten different ad groups within it.
Study the structure of your site and create your campaign structure with that in mind. Suppose you have a site dedicated to shoes, and within that site you have a page for tennis shoes, basketball shoes, and running shoes. Consider creating a PPC campaign called Shoes and ad groups within it called Tennis Shoes, Basketball Shoes, and Running Shoes.
