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Google Adwords PPC Keyword Articles
Archived Article
July 2008

Increase Your Adwords Quality Score by Improving Keywords, Ad Copy and Landing Pages - Part 1
By Paul Goodwyn - Copyright © 2004-2009

Google's present dominance as the number one search engine has not always been the situation. There were bigger and better search engines that dominated the search engine market place back in the 90's.

When Google first entered the search engine war it quickly rose to dominance by producing a better model that the other search engines were force to compete with. Google's emphasis on relevance of search results is the overriding factor that allowed them to become the major force they are today.

The desire to provide a positive user search experience has enabled Google to supply the user with almost exactly what they are looking for. This is more easily seen in the sponsored links search results. One of the factors that contribute towards this great user experience is the principle of Quality Score.

The concept of Quality Score was brought in by Google Adwords in 2005. It is a variable that is assigned to individual keywords, and along with other factors it is calculated and allows Google to gage how relevant your keyword is to your ad text, landing page, the time it takes for your landing page to load, and to a users search string.

Quality Score significantly determines where your ads are displayed and how much you will have to bid to be displayed at various positions. In general, the higher your Quality Score is, the higher up your ads will be displayed in search results, and the lower your bid amount will need to be to get there.

This means if your Quality Score is greater than a competitors Quality Score you can bid less for a particular keyword and still see your ad displayed higher in the search results list than your competitor. For a competitors ad to be displayed higher than yours they will have to bid more.

The Quality Score concept ensures that a person searching will only be shown the most relevant of ads. Google are in the process of improving Quality Score even further over the coming months. The main idea is to make it more accurate by calculating the Quality Score value at the time a user makes a search enquiry.

By calculating a keyword to ad/landing page match to a user search enquiry in real time will make the “user to product match” more accurate. In this way Google will gather the most “up to date” keyword performance information at the time of a query which can have dramatic effects on marketers in most niches, but most certainly those operating within saturated markets.

So, is replacing the old static keyword Quality Score system going to hurt some advertisers. Undoubtedly it will in the short term, it is a new Google Slap in another form, but for marketers that have kept their sales campaigns relevant there should not be any dramatic repercussions. Ads that are relevant will be displayed and ads that are not will less in demand.

This is great information for anyone searching within the Google environment they will be shown ads that are closer to their needs. Unlike the old days where an innocent search enquiry for a hot Bread shop could end up showing pornographic material. It is also great information for advertisers, as any relevancy improvements a marketer makes to a campaign will lead to a better quality of traffic, similarly, a more accurate Quality Score will result in more qualified leads.

The bottom line is that advertisers can achieve a highly targeted stream of traffic instead of displaying your ad to anyone and everyone. This hopefully will result in more qualified clicks by sincere buyers leading to an increased return on investment.

Keep in mind that there are always winners and losers when Google starts slapping it's users, so it's worth mentioning that the impact of these changes will vary from one marketer to another. Some may not notice a change to their ad serving, while others will observe noticeable differences. The only way to avoid any losses to your bottom line is to continually optimise your keywords, ad copy and landing pages to prevent your Quality Score becoming low.

The following example will clarify the concept of Quality Score that is calculate at the time of a users enquiry, that is, “Per Query Quality Score”.
If a marketer is using Adwords to promote an e-Book on the topic of “Sailing”, and it is found that ads using the keyword “Ocean Sailing” perform better than ads using the keyword “Sailing”, and that keywords and ads perform better in the UK than they do in Australia, and the keywords and ads trigger better in a particular search network than another, now all the above information will be taken into account when calculating Quality Score.

In the past, the marketer's Quality Scores were pre-determined and static leading to either active or inactive keywords. The keywords “Sailing” or “Ocean Sailing” either worked for all search enquiries or not. With the new “per query Quality Score” the marketers keywords value is calculated on the basis of the specific search term, the geographic location, and the search location, along with other relevant factors.

In the above example, the marketer will see his keywords and ads perform better for the keyword “Ocean Sailing” in the UK for particular search network sites. When keywords and ads are encouraged to perform better where they trigger will hopefully produce a win/win situation for all.

Paul Goodwyn is the Founder and CEO of Adwords Navigator PPC Marketing, offering Google Adwords pay per click advertising, management, account set up, affiliate training, professional marketing consultancy services, keyword and ad copy research and analysis strategies.

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The article above, Part 1 of 2, will allow an Adwords account manager to establish and run an Adwords campaign in a way that will enhance keyword, ad copy and landing page Quality Score. You will learn how to make simple necessary changes that will make your PPC campaigns more relevant to Google and more significantly to your prospective buyers. By following even a few of the concepts given in Parts 1 & 2 you will increase highly targeted traffic to your product or service. Paul Goodwyn is a well know marketing Professional who has also written the world's number one acclaimed E-Book on optimizing Adwords, "The Adwords Navigator Manual". For more information please go to AdwordsNavigator.com
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Paul Goodwyn's Google Adwords Marketing System

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