Do you do cost-per-click marketing with Google AdWords? If so, you’re probably aware that each keyword in your ad group is assigned a quality score. Ranging from 1 to 10 (with 10 being the best), your quality score indicates how relevant your keywords are. To determine quality scores, Google uses the following factors, among others:
- Relevance of keyword to ads in its ad group
- Relevance of keyword to matched ad to the search query
- Historical click-thru rate (CTR) of keyword and matched ad in Google searches
- Historical CTR of display URLs in ad group
- Account history
- Landing page quality
- Your account’s performance in the region in which the ad will be displayed
Having a high quality score is important because it determines the cost and exposure of your campaign. To make sure your CPC ad has the highest quality score possible, we at CyberMark suggest the following tips:
Select keywords with care.
For best results, the keywords in your CPC ads should match your site goals. Keywords that aren’t relevant enough to the rest of your content will result in a low quality score.
Choose keywords that match your ad group’s theme as well as your landing page.
Use direct language in your ad.
The goals of your ad is to compel customers to take a specific action and to make your business stand out. Make sure your ad reads as straightforward as possible and contains a strong, clear and to-the-point call-to-action.
Cater to the right group.
In order to reach your target audience, structure your ad groups effectively. Give each product line, service or brand its own campaign. As separate campaigns, they will be easier to monitor and adjust accordingly. Also, choose appropriate locations and languages for your business. Only list your ad in the regions you’re trying to target.
Improve your click-thru rate.
A key factor in determining quality scores, the CTR is impacted by how relevant your PPC ad is, meaning the more effectively targeted your ad is, the more likely it is to get more clicks by potential customers. Make your CPC ad more relevant by using specific keywords and targeted placements as well as negative keywords that will filter out unwanted impressions and help you reach your target audiences.
Place ads carefully.
Where your ads are displayed in the Google Display Network can determine the success of your ad – at least in part. To find placements that are most relevant to the products and/or services you offer, try using Google AdWord’s placement tool and listing URLs, describing topics, browsing topics and selecting demographics.
Optimize your CPC landing page for conversions.
A good CPC landing page informs would-be customers of all the basic information they need to buy your product. Choose a landing page layout that is attractive and easy-to-navigate to help boost your conversations. For best results, put important information such as phone numbers in the top-left section of the page (where readers are most likely to see it), and make the requested action of the ad, whether buying a product, signing up for a service or giving to charity, as simple as possible; customers should be able to get what they want in three clicks or fewer.
At CyberMark, we can help you create and implement targeted, relevant pay-per-click ads. Our CPC advertising service includes choosing the right keywords, placements, content and more to make sure your ad is effective. To find out more about our CPC ad services, please contact us for more information.
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