3 Tips to Save Money on PPC by Improving Your Google AdWords Quality Scores
If you are running your own Google AdWords campaign, there is a chance you are losing money. Did you know that Google rewards advertisers for great quality scores and penalizes them for poor quality scores? Did you even know there is such thing as a quality score in Google AdWords?
Quality score is a metric by Google, which determines how effective your Google campaign is by analyzing your keywords, ads, and website copy. It uses an algorithm (a computer program) to determine this, so it’s not foolproof but it still impacts how much money you spend on your campaign. The range is between 1 and 10, but here is what you need to know. The lower your quality score is, the more you will pay for each visitor. If your score is below Google’s benchmark, you will be charged a premium for the click however, the good news is that if you bring the score up above the benchmark (8 or higher), you pay less per click.
Here is how quality scoring is measured. If you are bidding on a keyword that does not appear in your ad (or on the website the ad sends visitors to) that will result in a low quality score. Why does Google care? First, they want to make sure that they serve their visitors. If your ad does not serve their visitors well, they want to highlight other advertisers who have better results for the searching public. Secondly, I am sure money has something to do with it. If your campaign is not optimized, it won’t make you money and you won’t run it for a long time. On the other hand, if for every dollar you spend on Google, you get $5 in return, you will want to spend money with Google for as long as you can; and they will love you even more. So how can you improve your quality scores? Here are three ways you can start:
- Create Multiple Ad Groups: If you are bidding on lots of keywords and they are all the same Ad Group then it could impact your quality scores negatively. A best practice is to group your keywords together in ad groups, where you can create ads relevant to the specific keywords by theme.
- Test Multiple Ads: As you look at your quality score, you may notice something called low ad relevance. This means that the keywords are not relevant to your ads, so you need to create multiple ads that utilize the keywords you are bidding on. If the ads are not related, then it means you should also create new ad groups to separate the ads and keywords by theme.
- Use Landing Pages: One of the biggest mistakes you can make is to send all of your paid search visitors to your websites home page. I may have just saved someone a lot of money with this tip alone. Your home page cannot be relevant for every keyword you are bidding on and therefore, your ad copy will not be highly relevant to the copy on your home page in most cases. In marketing, we say “test everything.” There is a chance that you can get a good conversion rate however, there is also a better chance that you can craft very specific ad copy to match themed keywords and ads used in your Pay Per Click campaign, therefore giving you a higher quality score. A tool that I really like for creating and testing landing pages is LeadPages.
I’ve personally been managing pay per click search since before Google AdWords even existed (anyone remember a company called GoTo.com?). If you are running a campaign and feel that you need professional help, I have an amazing team and we would be happy to discuss how we can help you.