How Content Network Quality Score works for PPC Advertising
Most people who work in the PPC industry are aware of the importance of building a good quality score when running PPC campaigns. In case you didn't know any good PPC campaign relies on low CPC's, and subsequently lower CPA's, to provide you or the company you are running an advertising campaign for a better return on their investment.
The quality score the Google assigns to your keywords and ad groups plays a big part in how much you pay for each click and therefore what your overall CPA will be. The better the quality score the lower the CPA.
Quality Score on Google Search campaigns is worked out slightly differently for campaigns running on the Google Content Network. The most important factors to consider whether your ad is eligible to be displayed on particular content sites are as follows:
This ad's history, or past performance, on a particular site and sites of a similar nature
If Google sees that your ad performed well on a certain fantasy football site then this past performance would likely result in your ad being ranked highly on a similar fantasy football site.
The relevance of the keywords and ads in an ad group to the actual content network site
As you would for a 'normal' Google search only based campaign keywords should be grouped together as closely as possible. If these closely grouped keywords are similar to the content of a site on the content network then your ad is likely to be more relevant for it and will show on it in a prominent position.
The quality of the landing page
As with search based campaign landing page quality and relevancy to the keywords in the ad group is extremely important for content based campaigns as well. Make call to actions easy to complete and in a prominent position on the page.
Why not let Click Consult help you to get the best from your advertising budget on both the content network and all areas of online marketing.
