In my last post, I’ve shown you how to create your first AdWords campaign. In the example campaign I created, there were like 30 inactive keywords. Now let’s see how to activate them without raising our bids too much.
Google AdWords Quality Score
One of the factors that affects heavily your ads’ pricing is the Quality Score (or QS). The higher your Quality Score, the lower you need to bid. To see the QS of each keyword you’ve bid on, go into the Campaign Management tab. Click on your campaign and the on the ad group. From the dropdown menu, select Show Quality Score.
Your will then see the QS for each of your keywords. The QS can be Great, OK or Poor. There several factors that affect the QS. Let’s see some of them:
Ad Relevancy
To gain a higher QS, your ad’s content must be relevant to your keyword list. To get a better QS, try to use your main keyword(s) into your ad’s title and content.
Landing Page Relevancy
The landing page is the page where your visitor is sent when they click on your ad. The more this page is relevant to your keywords and ad content, the higher your QS will be.
Landing Page PageRank
Google evaluates the value of page by its PageRank (PR). The PR is a value from 0 to 10 that is attributed to a particular web page. There are a number of factors that affect the PR like the quality of incoming links, unique content, etc. I won’t go into this today though.
The Click Through Rate (CTR)
The more your ads are clicked, the higher your Quality Score will be. If you have a good CTR, it means that your ads appeal to visitors and the more clicks you get, the more Google love you get. That’s why it’s important to always tweak, test and tweak your ads some more. Always have two or three ads per ad group. Delete the ad that performs less and create a new one. Always try to beat your best performing ad.
Other Landing Page Factors
There are other factors that affect your QS: the presence of ads on the landing page, having a privacy policy statement page and a contact page, having outbound links, etc.
Amit at SuperAffiliateMindset.com has some great tips about AdWords’ Quality Score.
Bidding On Keywords And Avoid Going Broke
On a strategic point of view, there are numerous ways to increase your ad performance and lower your costs. GoogleLady has posted 49 Google AdWords Tips which were commented at SuperAffiliateMindset.com.
If you are really serious about advertising your online business, I highly recommend Perry Marshall’s Definitive Guide to Google AdWords™. This is a really long read but totally worth it. You’ll save by avoiding common mistakes and performing more rapidly at the AdWords game.
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