Tips For Improving Your Quality Score
In the last post, we discussed the factors that impact your Quality Scores, from CTR to keyword, ad copy, and ad group-specific items. With that knowledge in mind, you can start taking concrete steps to improve your Quality Scores, beginning with the tips below.
1) Pause High-Impression, Low-CTR Keywords.
When first launching a search marketing campaign, or when working to improve the Quality Scoreof an existing campaign, you have to aggressively improve your click-through rate (CTR). The best way to do so is by pausing high-impression, low-CTR terms. And, in the initial phases of a campaign, don’t be dainty about it: if keeping your CTR high means pausing 80% of your keywords, do it.
2) Include Keywords in Your Ad Copy.
Including keywords in your ad copy, or using dynamic keyword insertion, is a very effective way to make your ads more prominent on pages that also include organic results and many other sponsored links. Because it also demonstrates the relevance of your ads to a user’s search, it’s a great way of improving your Quality Score. Use keywords in your ad copy whenever you can.
3) Keep Ad Groups Small and Specific.
To make it easier to include keywords in your ad copy, use small, tightly focused ad groups. If an ad group only contains a small number of keywords — as little as three or four — it is much easier to link the ads in an ad group to its keywords. If your ad groups include dozens of keywords and ad creatives, it is impossible for every ad to be related to your keyword set.
4) Use Negative Keywords.
Choosing a small number of keywords is one way to keep your ad groups focused. Including negative keywords is another. You want your ads to appear only to people who are looking for what you have to offer. Use negative keywords to assure that your ads aren’t triggered by searches on irrelevant synonyms of your terms.
5) Include (Machine-Readable) Keywords on Your Landing Pages.
It isn’t only important to include keywords on your landing pages: it’s important that Google is able to read the text on your page. If the most important text on your pages is embedded in images or Flash animation, it isn’t machine-readable. Of course, it’s easier to create attractive landing pages with images than it is with text, but you should be aware of the trade-off. More images and Flash mean less machine-readable text, and therefore a negative impact on your Quality Scores and your SEO.
6) Closely Align Your Keywords, Ad Copy and Landing Pages.
As you’ve probably noticed, many of the keyword, ad copy and ad group-specific items above have to do with the alignment between those three items. Include keywords in your ad copy and landing pages, and Google will credit you with creating relevant content.
The tips above are some of the most important DOs when it comes to Quality Score. Next , we’ll review a series of DON’Ts.