Google grades all of your keywords in 3 ways - Poor, OK and Great...depending on your quality score will determine how much they require you to pay for that keyword. It doesn't matter if you are the only person bidding on that keyword if your score is Poor then you will have a higher minimum bid then necessary.
#1 Keyword Selection
Your keywords need to be relevant to the product you are promoting. Instead of stuffing your ad group with 1000 keywords (where 50% of them are probably not relevant) choose a fewer amount of targeted keywords. Google also has "Site related keywords" tool within your AdWords account. Do you think you are going to improve your Quality Score if you use the words that Google thinks are relevant? You can even use the tool to look at your competitors sites and see their related keywords. Make sure you are using Negative Terms in your ads. For example if you are selling a piece audio converting software you don't want your ad to show up when people search for "Free Audio Converting" software. I prefer to use "Exact Match" or "Bracketing" vs Broad keyword match because you get targeted traffic. Monitor your keywords over time and delete the ones that are not getting clicked on.
# 2 Write Quality Ad
Use the Headline to Grab the readers attention and it doesn't hurt to include the keyword in that headline. I have personally seen my highest click through rates when I either include "How to", a question Mark or Numbers in the headline. The second line of the ad should show a Benefit according to "Google" rules. If you are selling the audio converting software your benefit might be "Convert files 40% faster". The call to action should be very clear to the customers. Google does not want you trick the visitor into thinking something else is "on the other side" of the click ie "Free Trial of Software" - people know that they are going to get a free trial to test out your software. Google does take into consideration the relevancy of your URL and they actually suggest that you capitalize the 1st letter of each word in your display url. If Google is suggesting you do something why do 95% of advertisers ignore that tip? My display URL might be "AudioConvertingSoftware.com/Freetrial" - you can see I have several keywords in my display URL and will receive high quality score from Google.
#3 Landing Page
Google actually goes out and physically looks at landing pages. I know that might surprise people considering they have 1000's of pages to review everyday but it is true. Your landing page needs to be relevant to what you are selling so if you put Britney Spears in your ad then you better be selling some type of Britney Spears gear.
Include keywords in your Title Tag of your landing page and DO NOT keyword stuff your title tag - "Buy Audio Converting Software, we have best Audio Converting software, convert your audios" - that looks and smells like Spam to Google. Make sure to fix your Meta Tags and Description as well to include relevant words for the landing page. Do not include more then 20-25 keywords in your keyword tag as Google make see this as keyword stuffing.
Make sure your H1 tag includes keywords and it relevant to the rest of the site. A couple of other easy tips to include your landing pages is do not include pop-ups and always include a Privacy Policy and Contact Us pages. Google wants to make sure the site looks and and smells like a real site.
We will provide more AdWords tips to improve your Google Quality Score in future articles.
Author Clint Steiner
- improve your Adwords Quality Scores by dramatically improving your landing pages. Our tool will help you build 1000's of landing pages instantly that are very relevant to the keyword. By personalizing your marketing you will improve quality score and increase your conversion.
Article Source: http://EzineArticles.com/?expert=Clint_Steiner
Thursday, June 12, 2008
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