As mentioned in a previous post, quality score allows an even greater level of efficiency in bidding on terms. As with organic search, google’s goal is to produce ads that are as relevant to the customer’s search query as possible. As such, they are constantly tweaking their paid search algorithm in order to place ads in an order that will be most appealing to google users while still maintaining a balance with marketing costs. As your quality score improves, your bid rate drops. This leaves a great opportunity to optimize your campaigns.
In addition to saving money on marketing costs, the components that improve quality score also make marketing campaigns more effective. Let’s explore these components:
*CTR: A higher CTR on google leads to a higher quality score in addition to more traffic for your site. CTR will increase when ads are relevant and targeted to the query. Choosing highly specific, targeted keywords will also improve your ROI, because customers will be more likely to be ready to make a transaction if they are choosing these specific terms. Google and those using google to search will also reward you if all elements of your ad including landing page and copy are as relevant as possible.
*Ad Copy: In addition to creating ads that would be highly relevant to the query, you can also use terms with a strong call to action such as “book now”, “order now”, or “pay less.” Couple words with a strong call to action with ‘strong’ words in general. These words might include: guaranteed, new, safe, save, easy or free. An example might be: “Save up to 25% on XYZ product. Order now for free shipping!” Choose words that are relevant to your ad or your high CTR may correspond with a costly high bounce back rate!
*Landing Page Quality: Landing page quality is also important, particularly in determining a minimum CPC. Furthermore, a good landing page will decrease your bounce back rate and increase the likelihood of conversion on your website. As with any marketing campaign, it is very important to consider the full experience of the customer during creation. The more enjoyable the experience from the initial research phase to the actual purchase is, the more likely that experience is to end with your site!
*Historical keyword performance: Google places an emphasis on the performance history of your ad campaign. Obviously, it will take some time to build this history, but, by making ads as optimized to the aforementioned elements above as possible, you will soon earn a positive record with google. Keep in mind that google holds more recent history at a higher value than overall history. This encourages continuous tweaking, testing, and other ad improvements in order to always have better ads for the customer.
0 Responses to “Good Quality Score is Good Marketing”