Google has definitely raised the bar in the last year or so where expectation from their advertisers is
concerned.
It is important to remember that Google’s priority customers are their searchers. The advertisers are important
too but they are Google’s secondary concern.
If you bear this in mind as you build your campaigns, you will already be ahead of the pack. Align yourself
with the searchers. Ask yourself, “Would this benefit the Google searcher?”
Google has shut down 50,000 advertisers accounts over the last months.
They are on a campaign to improve relevancy, quality and transparency.
In this article, I will focus on quality.
What defines quality in your Google campaign? Google is looking for tightly themed adgroups. They examine the
relationship between keywords and ads, and ads and landing pages.
Google’s quality score determines if a keyword is eligible to enter the ad auction. It affects how high your ad
will be ranked.
Quality score affects your cost per click as seen below:
A Quality score of 10 will earn you a 30.0% discount on CPC (cost per click)
A Quality score of 9 will earn you a 22.2% discount on CPC
A Quality score of 8 will earn you a 12.5% discount on CPC
A Quality score of 6 will cost you a 16.7% increase in CPC
A Quality score of 5 will cost you a 40.0% increase in CPC
A Quality score of 4 will cost you a 75.0% increase in CPC
A Quality score of 3 will cost you a 133.3% increase in CPC
A Quality score of 2 will cost you a 250.0% increase in CPC
A Quality score of 1 will cost you a 600.0% increase in CPC
If Google gives your landing page a high quality score, you will be safe to advertise without fear of slap
or worse yet, suspension.
The factors that contribute to a 10/10 Quality score are:
1. Tightly targeted ad groups for search (1 keyword per adgroup in phrase, exact and in some cases broad match
types). Content varies from this, for example, 4-8 themed keywords per adgroup.
2. 2 ads per adgroup. Always test and tweak the lower performing ad to improve CTR (click through rate)
3.Use SEO (search engine optimization) strategies on your landing page
4. Have back links on your landing page
5. Be sure to include in your footers, privacy statement, about us, contact us, sitemap, terms and conditions,
income disclaimers and/or proof of income and affidavits.
6. Relevance between keywords and ad, keywords and landing page and ad and landing page.
7. Landing page must have UNIQUE content. This is no longer a game for “me too marketers”. Have a unique offer,
make it your own. Preferably use a different landing page for each ad group. If you have one page for all your
keywords, you will probably have a lower conversion rate and a higher cost per click.
8. Make sure Google thinks you are relevant!
9. Do not use bridge pages.
Google will only become more strict on relevancy, quality and transparency as they continue to improve the
experience of their searchers. Do not try and outsmart Google. Play by their rules and stay in the race to win!
Mel, this is a great article… Without a doubt, Google is on a mission to keep their searchers happy! Yes, abiding by their rules, is the only way to go. Thank you very much for sharing this valuable information.
All the best,
Mavis
Incredibly pertinent information…Genuine Thanks!
Don’t mean to gush…but this was some very helpful information. Appreciate the research you put into the posting. I’ll be back.
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Hi Mel, Wow what a great article. I am so eager to learn all about Google, and you give such great information.
Helene
Awesome information Melanie. Keep up the good work. This was a very big help.
-Rich
I have bookmarked this as a guide to my Adwords campaigns.
What was the happiest moment of your life? The saddest?
Melanie,
Where did you find the information relating CPC to Quality Score?
Joe
Where did you find the information relating CPC to Quality Score?
Joe
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thanks for your usefull post,i allready bookmarked your blog and will come back for read future post
keep share