Small business PPC Advertisers should focus on improving this ratio. We will show 4 the most important ways to boost your Quality Score.
- Create highly specific ad groups
- Choose relevant keywords
- Create relevant ads
- Direct users to the right landing page
1.Create highly specific ad groups
To create specific ad groups, split your keywords into smaller more targeted Ad Groups. The best way to do that is to put similar products together. This enables you to create groups of similar keywords. You need to create strong relevancy for your campaigns in terms of keyword, ad copy and relevant landing page. Google strongly recommends creating highly relevant campaigns. It means keywords, ad copies and landing page should be relevant. This strategy gives a good quality score which has a direct impact on your cost per click.
2.Create a few relevant text ads for each ad group.
Use the dynamic keyword insertion tool. This tool will help you to attract more visitor by automatically putting the keywords in the headline of your text ads. It simply allows you to customize the text ad to a searcher’s search query. Dynamic keyword insertion is increasing keyword relevancy to users. Test ad texts and find the one with the highest CTR. Pause the losers and create new text ads in their place, continue to run the test.
3.Choose relevant keywords
Choose your keywords with the Keyword Tool. This tool will bring you ideas, but be sure that you are picking the keywords most relevant to your business. Keywords should be part of your text ads. To bring the right traffic to the website use the keyword matching options. There are 3 match types: broad, phrase and exact. In the most cases exact match type brings keyword with the highest Quality Score. Eliminate terms with low click through rates, low quality scores, and high costs of conversion. Low click through rates and/or high costs of conversion show that your text ad is not relevant to the destination URL. If this is the issue, check if your landing page is relevant to your keywords and ad texts.
4.Create the right landing page
Make visitors happy by giving them what they were looking for. High Quality Score is achievable when there is a one-on-one match between your landing page and the search query are. Remember, a higher Quality Score will result in a lower cost per click.
More info: http://www.youtube.com/watch?v=0X-6GxOV5Ws