Adwords Quality Score Tips

HACKING ADWORDS
GETTING A (CLOSE) PERFECT QUALITY SCORE
We have told you time and again that Quality Score is important. It lowers your price
per click. It lowers your cost per action. Your advertising positions improve. In a nutshell, high Quality
Scores and general account success correlate extremely nicely.
OK, OK, you are saying, I get it! But how do I really
get
these high Quality Scores?
Let us take a close look at a real report that’s rather than spout the standard record of guidance
Extremely high Quality Scores and see how they are getting it done.
The account we are definitely going to be looking at belongs to a PowerTraffick customer, a smallish
business in the insurance industry. Despite this being one of the very most competitive verticals
in AdWords, this advertiser is killing it with his AdWords efforts. The truth is, he’s got anTypical opinion-weighted Quality Score of 8.8 — about as close to “perfect” as I Have
Seen. Just how did they do it?
THE 5 ESSENTIAL FEATURES OF A HIGH QUALITY SCORE REPORT
We used the AdWords Performance Grader to get some high level insight into what this advertiser is doing so appropriate. We identified
Five features that are essential that are leading to the super-high typical Quality Score of 8.8.
#1: ASTONISHING CLICK-THROUGH RATES
There are lots of variables that go into Google Quality Score. Nevertheless, the single most important variable is undoubtedly normalized click-through rate (CTR). And this advertiser’s Typical CTR is off the charts: Theoretically there are lots of variables
that go into Google Quality Score. But the single most significant
Variable is undoubtedly normalized click-through rate (CTR).
That small yellow line represents the curve that is typical, with CTR plotted against average
Place. This account’s click-through rates are way, way higher than average — it is got
a typical search CTR of 14.06% (2% is generally the standard for a decent PPC
click-through rate). How did they get a 14% CTR in an average
Advertising place
of 2.88?
Most of the outlier key words with CTRs of 40%, 30%, 50% and 70% are branded
Key words, which typically have quite high CTRs
—
However, the remaining key words are not
branded. The truth is, it is intriguing to notice that there are CTR key words that have
perfect Quality Scores of 10. This implies that
the high account typical CTR is
Pulling the Quality Scores for all key words in the account up
. I see this in lots of
accounts, and it is one reason why I constantly urge slating at least 15% of your
PPC
budget
toward
Key words that are branded
. However, what about the remaining key words in this
account?
#2: SUBSTANTIAL UTILIZATION OF LONG TAIL KEY WORDS
Key words that are competitive are not only difficult to rate for in organic search; they are catchy in PPC
Also, particularly in cutthroat businesses like insurance. If you’d like high CTRs you need
To be a little more picky about your key word choice. This advertiser is in the as it is possible to view
87th percentile when it comes to long tail key word use:
(c) 2015, PowerTraffick Inc. All rights reserved. PowerTraffick technologies are protected by pending US patents.
Longtail key words
are usually more efficient because they:
n
Are better and more special at pre-qualifying traffic
n
With the end of the buying funnel, so they convert at a speed that is higher
n
Are cost less and thus competitive on a per-click basis
This advertiser is using mainly longtail key words — over 80% of the key words contain
Only 1%, and three words or more are one-word terms. This is probably a large part of why the
Quality Score and typical CTR are not really so low.
Key words that are competitive
Are not only difficult to rate
for in organic search;
They are catchy in PPC
Also, particularly in
Businesses that are cutthroat
like insurance.
(c) 2015, PowerTraffick Inc. All rights reserved. PowerTraffick technologies are protected by pending US patents.
#3: ON-GOING ADVERTISEMENT TEXT OPTIMIZATION
Along with selecting the best key words, enhancing your CTR is about advertising optimization,
Using methods like dynamic keyword insertion, A/B testing and, more typically,
Advertising
copywriting techniques
that certainly distinguish your offering from competitors.
One method to ensure your ads are highly targeted is to compose more of them. Little
Company AdWords accounts often have too few text advertising. Adding more advertising gives you
more chances to show to searchers that you have got just what they are seeking.
This advertiser has nearly 100 active text advertising, which is very high for an account of this
size. (The average, signified by the yellow bar, is more like 50.)
#4: TONS OF COMMITTED ACCOUNT ACTION
If any single lever is a better predictor than Quality Score of AdWords success, it is
account
Action
. Small business accounts neglect for the easy reason the PPC supervisor
Does not do enough work. They maintain they are in there doing work every week:
Adding more advertising
gives you more
Chances to
prove to searchers that
You have got just what
They are seeking.
(c) 2015, PowerTraffick Inc. All rights reserved. PowerTraffick technologies are protected by pending US patents.
However, the data tells another story. Inside my expertise:
n
1 in 5 AdWords account supervisors do nothing at all
within a month.
n
Only 10% of advertisers do optimization work
every week
over a 90-day interval.
This company is doing a better job of making progress and consistently logging in:
It’s possible for you to tell by the
90-day history that this
advertiser consistently
works to optimize the
Report. This really is the essential
to high Quality Scores
and on-going results.
Looking at the change history logs of this report, we can note that a lot has been done by the owner
in the previous 30 days:
n
Composed 10 text advertising that were new
n
Added 164 key words
n
Created 4 new advertising groups
This was not only a one time burst of action — you can tell by the 90-day history that
This advertiser works to optimize the account. This is actually the key to high Quality
Scores and results that are on-going.
#5: PERFECT ADHERENCE TO BEST PRACTICES
Topping everything away, this company is following 100% of our top PPC practices that are finest:
(c) 2015, PowerTraffick Inc. All rights reserved. PowerTraffick technologies are protected by pending US patents.
These eight best practices (things like using advertising extensions and altered extensive match) are
Checkboxes that are quite simple to tick off, but they are ignored by many SMB accounts. The truth is, just half
of small businesses have
conversion tracking
turned on!
This company gets the thumbs up for all eight best practices. As a bonus, they are also
using lots of negative keywords (significant for price reduction) and subsequent
landing
page
optimization best practices (landing pages can change QS as well).
THE EVIDENCE IS IN THE PPC PUDDING
OK, therefore, this report seems amazing on paper. Which are the real advantages the company is
seeing from such high Quality Scores?
This kind of advertiser was formerly spending around $1,000/month on PPC and
Is spending about half. The cost per click of the firm is about half the
Sector average, with an average CPA of about $12. Quite impressive, right?
In case your Quality Scores are not this high (chances are they are not), you can readily find out why.
Mark your account for free
and see where you are falling short in these fives places. Subsequently
get to work.
(c) 2015, PowerTraffick Inc. All rights reserved. PowerTraffick technologies are protected by pending US patents.
ABOUT PowerTraffick
PowerTraffick Inc.
Supplies search promotion services and applications to small and
Moderate-sized companies that need better results from paid search. PowerTraffick’s
Simple-to-use PPC Advisor applications eases more successful PPC efforts by
Supplying a customized workflow, the 20-Minute PPC Work Week, to help advertisers
increase relevance across Google, Bing, and Yahoo and get skilled-level leads to a
fraction of the time. Whether you’re are an experienced or new to search promotion
PPC supervisor, services and PowerTraffick’s PPC management applications can supply
the boost you should grow your organization and drive better result