PPC Tweaks

[Karamazov]

Hi guys,

I have several PPC campains that get poor QS and have few impressions. I wanted to ask you if having a large keyword list lowers your QS and having fewer keywords is better.

What I do is put a lot of keywords and wait a couple of days to see how it goes. My point is to leave the good ones and get rid of the ones that are not getting impressions/click.

My question is how large your keyword list is? Since my ads lead to an affiliate link I cannot work on page seo what do you propose to make the QS higher?

Thanks!

P.S. As you have already guessed - it's adwords

[Mike Morgan.]

There are three important factors that Google takes into account when evaluating quality score .

These are :

1. CTR

2. Landing page

3. Relevance .

So , by improving the performance of the three adwords components above , you can easily increase quality score .

Mike

[Karamazov]

The thing is that I cannot touch the landing page.
What else can I do to higher my QS?

[kevinBane]

Are you running on Search or Content?

The number of keywords you have doesn't mean anything. If you can afford to test thousands, test thousands, if you can't afford that you can start with less. The number of keywords you test is completely up to you and has no bearing on your QS.

If you are direct linking, or for whatever reason you cannot change your landing page, then the best thing you can work on is your ad. You want a HIGH click thru rate, it's that simple. You should already be split testing your ads, but if you're not then today is the day to start.

So if one of your keywords is "tweaks", then try to get "tweaks" in the headline and the description of your ad and make the ad as relevant as possible to your target audience. You want someone that just did a search on "tweaks", or someone that's reading a blog on "tweaks", to read your ad and go "Hey that sounds EXACTLY like what I was looking for!" and click. CTR is king and is worth 62.5% of your total quality score.

Since I haven't posted enough I can't post a link, but you should go to Youtube and do a search on "introduction to the google ad auction" and watch it. That should explain a lot.

Hope that helps.

[Mike Morgan.]

Originally Posted by Karamazov

The thing is that I cannot touch the landing page.
What else can I do to higher my QS?

You can still improve your quality score by :

1. Increasing quality score ;

2. Improving the relevance of your keywords with an ad copy , with the search query keyword and landing page .

Mike

[dburk]

Hi Karamazov,


You need to test large numbers of keywords so you can find as many of the profitable ones as possible. If you have a large list of keywords it can be a problem, not with how many keywords you are using, but with your campaign structure.

The key factor effecting all aspects of Quality Scores is relevance. To maximize the relevance for each keyword you MUST include one keyword per ad group. So if you have a large list of keywords you should have an equally large number of ad groups.

Each keyword, ad group and campaign will have it's own individual Quality Score and impact on each other when grouped together. If you have poor QS keywords in the same ad group with great QS, you bring the QS for the ad group down to the average of all keywords in that group. By separating the keywords into discreet ad groups you get maximum performance from each ad group and can optimize the ad text for the specific keyword.

There are many more tactics in optimizing account structure, but this should be enough to answer you specific questions.

[Karamazov]

Originally Posted by dburk

Hi Karamazov,


You need to test large numbers of keywords so you can find as many of the profitable ones as possible. If you have a large list of keywords it can be a problem, not with how many keywords you are using, but with your campaign structure.

The key factor effecting all aspects of Quality Scores is relevance. To maximize the relevance for each keyword you MUST include one keyword per ad group. So if you have a large list of keywords you should have an equally large number of ad groups.

Each keyword, ad group and campaign will have it's own individual Quality Score and impact on each other when grouped together. If you have poor QS keywords in the same ad group with great QS, you bring the QS for the ad group down to the average of all keywords in that group. By separating the keywords into discreet ad groups you get maximum performance from each ad group and can optimize the ad text for the specific keyword.

There are many more tactics in optimizing account structure, but this should be enough to answer you specific questions.

Wow dburk,
That's gold! Thanks for the advice!