Type any keyword on Google and hit the “Enter” key. On the search engine results page (SERP), do you spot some ads at the top and to the side? That’s Google’s very own AdWords, which is an advertising platform catering to owners of businesses who want to put up ads on Google, that placed those advertisements there.
While other search engine sites also offer something similar to AdWords, it is Google that owns a massive slice of the market share to date – and thus tons of business owners flock to Google to get their respective advertisements shown, which can easily translate to new customers and more sales.
Since Google is offering so much promising opportunity for business owners to rake in profit, the competition can be very fierce! However, staying on top is not at all that difficult an undertaking, provided that you are acquainted with how AdWords operates. And one very important aspect to know about is the AdWords Quality Score.
Basically, the AdWords Quality Score ranks your keywords and landing page from 1 to 10, with the highest being 10. The higher your score is, the better chances of your advertisement appearing on the SERP. As a bonus, the owner of the business not only gets much-needed exposure, but also gets to pay less for every click.
In a nutshell, getting high AdWords Quality Score is everything that a business owner has to strive for in order to gain more leads, customers and sales. And now comes an important question: How can one’s AdWords Quality Score be improved? Read on! The following are some very simple tips on how such can be done.
ORGANIZE INTO GROUPS
Generally speaking, the more ad groups you have, the better the AdWords Quality Score is. Other than the fact that this is something that can considerably improve your AdWords Quality Score, it can also help make it so much easier for you to have your campaign organized. And as always, slapping every ad group with the right keywords is crucial. And sometimes, too, even the smallest differences among keywords can bring significant results.
CREATE DIFFERENT LANDING PAGES
Since you have different ad groups, it makes perfect sense that you also create different landing pages for each one. Even though this may not really be the most practical and time- and money-saving step, it can increase your AdWords Quality Score, boosting your odds of gaining more customers and generating sales. Just see to it that every landing page created contains content that bring into play the keywords for every ad group.
SCRAP BAD KEYWORDS
Every keyword that you use will be given its respective AdWords Quality Score, and then AdWords will have the overall Quality Score computed, so each one is taken into account. This only means that having low-scoring keywords can have a huge impact on your campaign performance. If some of your keywords are not faring well, it’s a good idea to put them on pause to have them fixed. But if you’re not intending to get them fixed, you might as well delete them.
OPTIMIZE FOR EVERY DEVICE
Google knows that desktops are not the only devices being used by people these days, and that’s why a business owner like you who want to stay on top should consider optimizing for tablets and mobile phones, too. Many of today’s owners of businesses make the mistake of focusing only on desktop computers. If you follow suit, you are definitely risking losing potential customers who are using Google on other modern-day devices.
AdWords also take into account the performance of a campaign per region. If you are the owner of a local business, it’s very much likely for your ad to do very well locally, but it may be a completely different scenario hundreds of miles from your location. To keep your AdWords Quality Score high, it’s a good idea for you place ads targeting local customers. As for areas that do not seem to perform as well, you may lower your bids or improve online services.
CHECK LOAD TIMES
How long it takes your landing page to load is also a role player in your campaign’s overall AdWords Quality Score. Certainly, you don’t want to waste a customer’s precious time by having him or her wait for 10 or 15 seconds before your landing page shows up in its entirety. Some of the things that can make a landing page take a long time to load include slow servers, large page sizes, multiple redirects, slow redirects and meta refreshes.
APPEAL TO BOTH CUSTOMERS AND GOOGLE
Sure a really creative copy or advertisement can make a lot of heads turn towards your campaign and ultimately business. However, Google’s AdWords does not really appreciate creativeness, and this means that you can have a really nifty ad but it will amount to nothing in the eyes of AdWords. So other than being creative, see to it that your campaign also appeals to AdWords, such as by putting keywords everywhere – in title, body and even visible URL.
NUMBER 1 NOT ALWAYS BEST
Although it’s true that your advertisement showing up on the number 1 position will have lots of clicks, the matter of fact is many of those clicks can come from internet users who are not really so keen on doing business with you. On the other hand, those who click on an ad, say, on the number 4 or 5 positions are likelier to be serious in availing of your products or service, and this is something that can certainly help increase your AdWords Quality Score.
IMPROVE WEBSITE ENGAGEMENT
Last but not least, it’s also important to ensure that people who visit your landing page stay around for at least a couple of minutes to read or check out other pages on your site. An improved engagement can help improve your overall AdWords Quality Score, so make sure that you promptly deal with anything that can make potential customers go away in a snap, such as stock images, poor copy, steep prices and the likes.
Follow these tips on improving your AdWords Quality Score and your ad will surely show up on the SERP, your advertising cost will drop, and your customers and sales will increase.