Improving Your Google Quality Score

CONTINUED CONVERSATIONS IMPROVING YOUR GOOGLE QUALITY SCOR E The Google Quality Score is an estimation of how relevant your landing page, keywords, and ads are to the keyword you're targeting as well as the people viewing your content, where your ad will be located on the page, and how much Google is going to charge you for your ad location. Here, we take a close look at Quality Scores and discuss how to improve yours. HIGHS AND LOWS: QUALITY SCORE BASICS QUALITY SCORES DETERMINE: AD If your site links show. If Dynamic Keyword Insertion (DKI) works for you. Your first page bid. If your ad appears in the "shaded" location above the organic listings. If you are in a good position. If you appear on specific display network sites (and what your positions are on those sites). (7-10) (1-5) HIGH QUALITY SCORES LOW QUALITY SCORES High quality scores (7-10) result when Google thinks your landing page, keywords, and ads are useful to viewers and highly relevant to the keywords you're purchasing. High quality scores lower your click costs and rank higher. Low quality scores (1-5) happen when those same sources are deemed nontargeted or irrelevant to viewers. Advertisers with low quality scores раy more. QUALITY SCORES ARE DETERMINED BY YOUR: Click-through rate (CTR) How often your ad was clicked as compared to how much it was shown. Display URLS past CTR How often your display URL was clicked. ww. Account history Cumulative ad and keyword CTR for your account. The more high quality history, the more you prove your worth to Google over time. Relative CTR Where your CTR ranks against the competition. Landing-page quality Relevancy, targeted nature, and ease of navigating your page. If you're selling men's shoes, Google expects to see men's shoes on your landing page. Keyword/ad relevance An Relevancy of your keyword to ads. Is the keyword you're buying in your ad copy? Keyword/search relevance Relevancy of your keyword to searches. Geographic performance Account success in targeted regions. Targeted devices Measured success of different targeted devices (laptops, mobile devices, tablets, etc.). Different devices bring different results. Ad/site Performance Measured success of your ad on targeted sites. While multiple factors are involved in calculating your score, the most prevalent boil down to the basics: keywords, ads, and landing-page relevancy. CHOOSE YOUR (KEY) WORDS WISELY! Keywords are essential to your quality score. They should be specific and relevant terms that entice your targeted audience(s) to reach your site. HERE ARE SOME EFFECTIVE WAYS TO USE KEYWORDS TO YOUR BENEFIT: STYLE ECO 5-20 Chic KEYWORD CHOICE GROUP SIMILAR KEYWORDS TOGETHER SELECT THE RIGHT AMOUNT 2 or 3 word keywords are usually most effective. Be sure to use phrases that relate directly to your ad theme and landing page. The more relevant and direct, the better. Group keywords together into specific themes based on products, services, or other categories. Then you can create specific ads for each grouping. 5-20 keywords per ad group is most optimal. TARGET LOCKED Much like your keywords, your ads should be highly targeted, relevant, and compelling. Better ads mean better click-through rates, which raise your overall quality score and ultimately save you money. WHEN WRITING YOUR ADS, CONSIDER YOUR AUDIENCE AND DEMOGRAPHIC. ASK YOURSELF THE FOLLOWING QUESTIONS: What would cause someone to sit down and search for this keyword? What are other advertisers telling them about this subject? How can I relay this differently? Why should someone click and work/buy with me instead of my competitors? What are some concerns this person is likely to have? What separates me from my competitors? Be specific; tie your keywords and ads together closely, and your quality score likely will raise. CONTINUED CONVERSATION: LANDING-PAGE MUSTS Your landing-page experience evaluates how good Google thinks a user's experience will be once on your landing page. It is based on 3 factors: a RELEVANT AND ORIGINAL TRANSPARENCY EASE OF NAVIGATION TARGETED CONTENT A positive landing-page experience builds customer trust and ensures an eventual return. There should be a “continued conversation" from your keywords and ads to your landing page. HERE ARE SOME GUIDELINES TO HELP IMPROVE YOUR LANDING-PAGE EXPERIENCE AND QUALITY SCORE: a Make your landing page directly relevant to your ad text and keywords. i Provide consumers with useful information on your landing page regarding your ads. Offer as many useful features as possible that are unique to your page. Add opinions from real people who have used your product/service. Make finding your contact information as easy as possible. Distinguish ads (sponsored links) from all other site content. Be open and clear about your business' information, and directly state what you do. Reduce customer search time as much as possible. Ensure quick and easy purchasing and use of any product/service advertised. Make sure relevant product or service information is easy to find. The bottom line is that improving your quality score is a multi-point process. The more targeted and relevant your keywords, ads, and landing page are to each other and to viewers, the higher your score likely will be. SOURCES: SEARCH ENGINE LAND I PERRY MARSHALL & ASSOCIATES I GOOGLE ADWORDS INFORMATION DAA www.digitalnetagency.com %24 CONTINUED CONVERSATIONS IMPROVING YOUR GOOGLE QUALITY SCOR E The Google Quality Score is an estimation of how relevant your landing page, keywords, and ads are to the keyword you're targeting as well as the people viewing your content, where your ad will be located on the page, and how much Google is going to charge you for your ad location. Here, we take a close look at Quality Scores and discuss how to improve yours. HIGHS AND LOWS: QUALITY SCORE BASICS QUALITY SCORES DETERMINE: AD If your site links show. If Dynamic Keyword Insertion (DKI) works for you. Your first page bid. If your ad appears in the "shaded" location above the organic listings. If you are in a good position. If you appear on specific display network sites (and what your positions are on those sites). (7-10) (1-5) HIGH QUALITY SCORES LOW QUALITY SCORES High quality scores (7-10) result when Google thinks your landing page, keywords, and ads are useful to viewers and highly relevant to the keywords you're purchasing. High quality scores lower your click costs and rank higher. Low quality scores (1-5) happen when those same sources are deemed nontargeted or irrelevant to viewers. Advertisers with low quality scores раy more. QUALITY SCORES ARE DETERMINED BY YOUR: Click-through rate (CTR) How often your ad was clicked as compared to how much it was shown. Display URLS past CTR How often your display URL was clicked. ww. Account history Cumulative ad and keyword CTR for your account. The more high quality history, the more you prove your worth to Google over time. Relative CTR Where your CTR ranks against the competition. Landing-page quality Relevancy, targeted nature, and ease of navigating your page. If you're selling men's shoes, Google expects to see men's shoes on your landing page. Keyword/ad relevance An Relevancy of your keyword to ads. Is the keyword you're buying in your ad copy? Keyword/search relevance Relevancy of your keyword to searches. Geographic performance Account success in targeted regions. Targeted devices Measured success of different targeted devices (laptops, mobile devices, tablets, etc.). Different devices bring different results. Ad/site Performance Measured success of your ad on targeted sites. While multiple factors are involved in calculating your score, the most prevalent boil down to the basics: keywords, ads, and landing-page relevancy. CHOOSE YOUR (KEY) WORDS WISELY! Keywords are essential to your quality score. They should be specific and relevant terms that entice your targeted audience(s) to reach your site. HERE ARE SOME EFFECTIVE WAYS TO USE KEYWORDS TO YOUR BENEFIT: STYLE ECO 5-20 Chic KEYWORD CHOICE GROUP SIMILAR KEYWORDS TOGETHER SELECT THE RIGHT AMOUNT 2 or 3 word keywords are usually most effective. Be sure to use phrases that relate directly to your ad theme and landing page. The more relevant and direct, the better. Group keywords together into specific themes based on products, services, or other categories. Then you can create specific ads for each grouping. 5-20 keywords per ad group is most optimal. TARGET LOCKED Much like your keywords, your ads should be highly targeted, relevant, and compelling. Better ads mean better click-through rates, which raise your overall quality score and ultimately save you money. WHEN WRITING YOUR ADS, CONSIDER YOUR AUDIENCE AND DEMOGRAPHIC. ASK YOURSELF THE FOLLOWING QUESTIONS: What would cause someone to sit down and search for this keyword? What are other advertisers telling them about this subject? How can I relay this differently? Why should someone click and work/buy with me instead of my competitors? What are some concerns this person is likely to have? What separates me from my competitors? Be specific; tie your keywords and ads together closely, and your quality score likely will raise. CONTINUED CONVERSATION: LANDING-PAGE MUSTS Your landing-page experience evaluates how good Google thinks a user's experience will be once on your landing page. It is based on 3 factors: a RELEVANT AND ORIGINAL TRANSPARENCY EASE OF NAVIGATION TARGETED CONTENT A positive landing-page experience builds customer trust and ensures an eventual return. There should be a “continued conversation" from your keywords and ads to your landing page. HERE ARE SOME GUIDELINES TO HELP IMPROVE YOUR LANDING-PAGE EXPERIENCE AND QUALITY SCORE: a Make your landing page directly relevant to your ad text and keywords. i Provide consumers with useful information on your landing page regarding your ads. Offer as many useful features as possible that are unique to your page. Add opinions from real people who have used your product/service. Make finding your contact information as easy as possible. Distinguish ads (sponsored links) from all other site content. Be open and clear about your business' information, and directly state what you do. Reduce customer search time as much as possible. Ensure quick and easy purchasing and use of any product/service advertised. Make sure relevant product or service information is easy to find. The bottom line is that improving your quality score is a multi-point process. The more targeted and relevant your keywords, ads, and landing page are to each other and to viewers, the higher your score likely will be. SOURCES: SEARCH ENGINE LAND I PERRY MARSHALL & ASSOCIATES I GOOGLE ADWORDS INFORMATION DAA www.digitalnetagency.com %24