The quality score is everything in pay-per-click (PPC) ads. If the score is too low, we won’t be able to get the best placements in the sponsored search results, and we’ll wind up paying so much more for our clicks than other advertisers that it will be nearly impossible to turn a profit on our campaigns.
Here are some tips for improving PPC ad quality score.
Themed and tightly coupled ad groups:
One of the biggest mistake marketers make is to create a single ad group and stuff it with hundreds of different targeted keywords. PPC Ad groups with multiple keywords tend to have irrelevant keyword + ad group + landing page combinations and the PPC engine hates it. So we should create ad groups that focus on one main keyword with only a few other tightly-related keywords included to capture additional traffic. This also makes the ad creation easier.
Customized Landing Pages for each ad group:
It’s a good idea to create a specific landing page for each keyword group. This can be a lot of extra work, but not only will doing so help us in improving quality score for the campaign, it will also help to make our landing page content more relevant and interesting to the people who click through links to our site.
Incorporate ad text into landing pages-
As we’re building these ad group-specific landing pages, be sure to incorporate both the keywords we’re targeting and the specific language used in ad text into our page content. The reason it’s so important to add these repetitive elements to our landing pages is that they’ll make our visitors feel more secure and comfortable upon arriving on our site. Clicking on any link is a risk – even if it’s just risking wasted time – but seeing the specific elements that drew these visitors to our site in the first place repeated on the pages they’ve landed on will help to reassure them that they’ve landed in the right place.
Place misspelled keywords in separate ad groups-
Targeting misspelled keywords into PPC ad can be a powerful strategy, but incorporating them into the ad groups that contain our correctly spelled keywords can lower both our content relevancy and overall quality scores. If we decide to use misspelled keywords, be sure they’re separated out into their own ad groups so that we can create targeted ad text and landing page content that won’t.
Dynamic Keyword Insertion (DKI) Ads-
Quality score is all about relevancy, and what could possibly make our ads more relevant than using a special code to dynamically insert the keywords our visitors searched directly into our ads. This code is called dynamic keyword insertion, and it’s a great way to both increase our ad click-through rates and improves overall ad group quality score.
Now Question is What Is Dynamic Keyword Insertion?
“Depending on a user’s searched keyword, AdWords automatically places our triggered ad group keyword into the ad text. This makes our ad more relevant and useful for users while making it easier for to create multiple unique ads for a large amount of account keyword”
Dynamic keyword insertion is a more advanced feature, and it may take some time to learn how to incorporate this code into ads and manage the different outputs that can be achieved. However, if we’re struggling to get our quality scores high enough to be seen in the SERPs, it’s worth taking a look at.
Split test advertisements-
A/B testing is a helpful tool that can be used in SEO and traffic generation. But with PPC, it’s one of the only things that can conclusively stop from wasting money on bad clicks. Within PPC account, the most important thing to test is different versions of our text ads. For each ad group we should always have two ad options running, experimenting with different headlines, body text messages and display URLs. Just be sure to set the ads to rotate evenly – otherwise, our split tests won’t give us any conclusive data to work with.
Improve site load times-
Google has made no secret about the fact that it loves fast-loading websites, although it isn’t as widely known that overall site speed can influence quality scores within its Adwords PPC engine, just as much as it can affect your placement in the traditional SERPs. So,it’s mandatory that we should have good speed website for a successful PPC campaign. Speed up landing pages, and you’ll quickly see an improvement in your PPC quality scores.
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