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Google Adwords PPC Keyword Article
Archived Article
August 2008

Increase Your Adwords Quality Score by Improving Keywords, Ad Copy and Landing Pages - Part 2
By Paul Goodwyn - Copyright © 2004-2009

In Part 1 we discussed the concept of Quality Score and how keywords, ad copy and landing pages determine the calculation of your Quality Score. Today, we will look at what steps you can take to improve your Quality Score and campaign performance by managing your keywords, ad copy and landing page better.

There is no better method to improve your Quality Score than to optimise the performance of the various aspects of your campaign. Low Quality Score and high bid prices are the result of disregarding relevance and not being targeted in your campaign approach.

Keep Keywords Relevant
The more relevant your keywords are to your product or service the easier it will become for you to reach out to your potential customers.

Always use keywords that are relevant for your ad and product. Keywords must relate to your ad and landing page. To ensure your ads visibility is optimised always ensure your variations of keywords are grouped correctly. For more information on the science of keywords construction go to www.AdwordsNavigator.com.

The destination URL that you send your customers too will achieve the best results if it is specific to your customers keyword search query. Using unique keyword URL's have the potency of giving your visitors exactly what they want. This will result in loosing less visitors because they land on a page that they believe at first glance is not what they are after.

Think carefully how to organise and structure your keywords for optimum effect. Your keywords must accurately reflect your ad and landing page. Keywords should target your audience correctly, always dedicate time to reflect on using the types of search terms your prospective customers will use. Don't forget to include strong calls to action in ad copy and landing pages.

Visitor your keywords analysis page to gain a detailed understanding of your keywords Quality Score and what steps you can take to improve it. To look at your keyword analysis page for individual keywords follow the steps below.

a. Sign in to your Adwords account.
b. Click on the campaign of interest.
c. Click on a Ad Group.
d. Click the “keyword” tab above the Ad Group details table.
e. Click the magnifying glass icon beside any of your keywords.
f. Click the “Details and Recommendations” link.

When the keyword analysis page opens you will see a summary of your Quality Score and ad copy visibility by pointing your cursor over the icon.

Keep Ad Copy Targeted
To make you ad copy stand out and capture the mind of your readers you must make the ads relevant. Sounds simple, doesn't it? It is if you make your ads jump in front of visitors by including your keywords in the text of the ad. This one technique will reward you well because you are telling visitors that your ad is in fact what they are after.

Always think carefully about what makes your product or service special and highlight those aspects of your product in the ad. This will help you zero in on sincere buyers and reduce the number of insincere clicks your ad gains. Don't neglect to test variations on ad content and themes. Testing will pay huge dividends.

Keep Landing Page Relevant
Your first contact with visitors is your keyword usage then your ad copy will attract then further. Your final chance to convince users to follow through with your desired action is your landing page presentation.

Your landing page must be highly relevant to your keyword and ad copy text. Visitors are very astute and quickly decide within seconds whether you have what they want or not, and will leave without hesitation moving on to the next website offering what they need. So make sure that your ideas are clearly and concisely presented. Your products main features should be prominently shown. Your prospective buyers will move away if you don't give them what you promised.

The design and layout of your site will convert better and be more profitable if it is attractive, has an open plan layout, easy to navigate around, and has an underlying theme that attracts and compels customers to buy. The landing page must from the very first word attract and hold the attention of the visitor, slowly leading to a strong call to action.

Remember to include what you feel your visitor would want to see not all the latest flashy graphics and gadgets. Keep it simple!!! Take an example from Google's own landing page. Simple clean white background with a search box in the middle. When you arrive at Google search page there are no distractions, but rather straight to the point and practical.

Keep Landing Page Download Time To A Minimum
People do not like to wait for anything in our modern society, so the faster your landing downloads is a bonus. In the past download speed has never been a major issue with search engines, but it will be in the very near future.

As mentioned in Part 1 of this article Google will soon be considering the landing page download speed in its calculation of Quality Score. The longer a page takes to download the lower your Quality Score will be. Create simple fast loading pages and it will help raise your Quality Score and have the beneficial effect of reducing your costs per click.

The download speed of landing pages can be reduced by following the principle of simplicity. Some marketers believe that the more colour, graphics, flashy buttons, and moving arrows you place on your site the better it becomes. This is false, simple is best. Present your offering, that's why visitors came to your site in the first place. They did not come to be razzled and dazzled.

So, keep your graphics to a minimum, and if you need to have them make sure you keep the size of the file to a minimum. There are several free 3^rd party graphic software programs available that allow the user to reduce the size of large graphic files while at the same time maintaining the image quality. One free program that comes to mind is called GIFbot and can be found at www.netmechanic.com.

But, don't stop at reducing graphic file size think seriously about keeping graphics to a minimum. This will improve your visitor experience by removing distractions and help your Quality Score value when Google instigate their new policy.

Another way to speed up the downloading of your landing page is to keep the file size to a minimum. Reduce all unnecessary content to improve server delivery time. The larger the file size the slower your page takes to be displayed. Consider remove cascading style sheets, or unnecessary JavaScript.

Refine your HTML code, take out comments, and meta tag descriptions that are excessive and remove code that is not needed. WYSIWYG editors have been known to inject large amounts of unnecessary code. Take out legacy code that's not wanted. The more data you can either eliminate or push to an external file, the better your Quality Score will be.

Work on giving more for less. That is, refine your sales pitch take out duplications, text or e-Book covers. I have seen some websites that display
8-10 e-Book cover designs of the same book, talk about repetitious. Work to keep landing pages small. Look at your page layout and consider revising to reduce overall size. Remember simple not complicated. Don't make your visitors wade and struggle through non-relevant material.

All of the above items can means that landing pages can take many more seconds until your valued customers can view your offering. For example, make sure your landing pages are static. Dynamic content will slow things down as the page needs to collect data from other sources such as data bases and this can add seconds to delivery times. If you cannot do without dynamic generated content then at least use static content for your main display and then use links for those more interested visitors to download dynamic page material.

Keep away from using multiple redirects or meta refreshes. These will slow down the time for your landing page to be seen. Interstitial pages that force the visitor to wait for a page annoy the user and can seriously damage your Quality Score.

Make sure your server delivers the speed your expect. Be wary of servers that become overloaded and slow down your page delivery. Check on your server to see if this will be a problem or not. Don't be afraid to relocate to another server if they consistently fail in their promised delivery speed. There are many alternatives to choose from that are fast and dependable. There is always the choice of dedicated servers to delivery your landing page.

Do not neglect this important area of optimisation since your ad position and cost per clicks are affected by your Quality Score. Any attempt to increase your Quality Score will save you dollars and give your product or service the exposure it demands. Making Google happy will make your visitors happy which intern relates to greater sales and you will become happier.

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.

For more detailed information on learning how to cultivate visitors to buy your product/service or affiliate products, reduce costs, increase the volume of highly targeted traffic to your website, and make money marketing the way professionals do, click this link for more information http://www.AdwordsNavigator.com/

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The article above, Part 2 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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Disclaimer: The content provided in this article is not warranted or guaranteed by Adwords Navigator.com. It is intended for educational purposes in order to introduce to the reader key ideas, concepts, or product reviews. As such it is incumbent upon the reader to employ real world tactics for security and implementation of best practices. We are not liable for any negative consequences that may result from implementing any information covered in this articles.
Paul Goodwyn's Google Adwords Marketing System

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