After grouping ads with a wide range of keywords and copywriting ad text that seem to fit your business’s mission to a par, you might be under the impression that all the work is done. Chances are that you forgot some essential details that help ensure your ad is displayed, and top position is feasible.
With Google AdWords, ad visibility and position are based on two things: user’s maximum bids and (the almighty) quality score. A higher quality score means increased impressions that are associated with lower CPC (cost-per-click) and CPA (cost-per-action). While also noting that maximum bids and quality scores become the only deciding factor when everything else (keywords, groupings, campaigns, etc.) are in tip-top shape.
Quality scores are directly associated with relevant ad campaigns. According to Google, “quality score is an estimate of how relevant your ads, keywords, and landing page are to a person seeing your ad.” For further clarification: the relevance of ad copies, keywords within ad groups, and the relationship between the ad & landing page.
Ad copies should include an almost direct connection between text and keyword. Keywords within groups should be closely related. While advertisements should link to relevant landing pages – those that relate to a specific advertisement. For example, an ad about chairs & sofas should lead to a page with or about chairs & sofas and not a general homepage.
As one of the top search engines, you’d understand the importance of rewarding users for accuracy – providing searchers with the most relevant advertisement that suit their search queries. While helping them find what it is that they are looking for without being hampered with unnecessary, spam-like ads.
If you take a look at the most successful AdWords campaigns, you’ll notice groups with short lists of relevant keywords. The more narrowed the campaign, the better it is to create effective ad copies, track CTR (click-through-rate), lower your CPC, and manage/invest into the more successful advertisements. As a company that assists several small and large local Atlantic businesses in AdWords’ PPC marketing, a careful audit of your current program can help you take further steps in achieving amazing results.
* Other factors include the ad’s CTR (click-through-rate), geographic performance, and previous account performance.
What do you think of Google AdWords quality score? Do you think they make much of a difference? Let me know in the comment below!
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