Quality Score
Quality Score Explained
The Quality Score is used by Google to influence the cost per click I(CPC) and the ranking of PPC ads shown on search results. This variable score is automatically calculated each time the keywords used in the ads are matched to a search query. The Quality Score can impact: - The CPC of keywords used - How high a first page bid estimation is for a particular keyword - If a keyword is deemed eligible to be included in an auction and how the ad will be ranked. How do you improve your quality score? Increase the Click Through Rate (CTR) - by raising the CTR you can significantly increase the quality score for the keywords. Always write several ads per ad group and test constantly to arrive at a better performing pay per click ad. This will have the effect of attracting a more targeted audience and will increase the chances of conversions. Negative keywords - Add negative keywords to improve your campaign or ad group. If your ad is targeting those looking for new books within the subject area of economic then negative keywords such as ‘second hand books‘, ‘used books’ and ‘art books’ for example would be good. Continue this exercise until your traffic is fully targeted on brand new economics books, resulting in high conversions and a higher quality score. Test and update - Constantly test and refine you PPC ads. Run reports, update keywords and add negatives. At web marketing company Click Consult, we can offer an expert team to help support you and your pay per click campaign.
Tags: cost per click, pay per click campaign, Quality Score, raising CTR
Find Your Negatives
On a regular basis you should run search query reports using MSN and AdWords to pull off all the queries that result in unqualified clicks or impressions and add them to your list of negatives. By doing this, you can drill down your keyword list and stop unqualified traffic from viewing the PPC ad and then ultimately failing to click. This will stop impressions from rocketing and having an adverse effect on the click through rate. In addition to this negatives will prevent people clicking ads that cost you money and lowers the conversion rates. Before a pay per click account is started you need to run a basic keyword research report to identify potential keywords that may attract irrelevant traffic to your PPC ads and causing them to click on it. This proactive way of approaching campaigns will keep unqualified traffic out and increase your Quality Scores and click through. If your keyword research on ‘holiday in Paris’ shows keywords that have a search volume for Paris movies or weddings in Paris you’ll need to add weddings and movies to the negative keyword list. Run reports in Yahoo, MSN, Google and any other free keyword search tools to weed out the negatives. All PPC companies will have an on-going list of the generic negatives that can be prominent across most accounts including terms such as comparison, sex, reviews, free, bargain, cheap and discount for example. At Click Consult we can help you to run more cost effective pay per click accounts for your internet marketing campaign.
Tags: adwords, Bad PPC approach, Internet Marketing, Negative PPC, Pay Per Click (PPC), PPC, PPC campaign, Quality Score, Yahoo and PPC
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