The top tips for increasing your quality score on google adwords
If you’re not able to afford using a pay per click agency when you first get in to ppc make sure you’re bidding on the right keywords. If you pick keywords that either aren’t relevant or don’t have buyer intent they could prove expensive mistake to your business in that wont result in a sale. The best way to do this is use the google keyword tool to find new key phrases. Then assess the competition in the tool bar on the left and see if they’re attainable or if the cost per click is too high for your budget.
Understand the different match types
The best thing about ppc campaign management is the match types that allow you to be more targeted. Before diving in to adwords I’ve looked at many an account and like most people they haven’t organised their match types and the keywords are mostly set to broad match.
Exact match is showing your keyword inside of square brackets and your advert will only show if someone types that exact term in such as [running trainers].
Phrase match is when a user types in a phrase such as “red running trainers” and you have specified for the advert to show for the keyword “running trainers” meaning that any additional words your advert will still show.
Broad match is showing your adverts for any of the keywords that you’ve bid on in any order. This is also known as the lazy way of running an adwords campaign as it is untargeted and often means your advert will show hundreds of times generating a very low click through rate which is the number of times your advert is shown divided by the number of times people click through.
Negative keywords are a good way to improve your relevancy as you can add negative keywords to your phrase and broad matched keywords for what you don’t want your advert to show for which will increase your quality score and click through rate and result in a lower cost per click. If you do any kind of search especially in competitive sectors you can see a mile off adverts that are showing because they haven’t negative matched keywords and are clearly not relevant for what the user typed in to google.
Test your ad’s
People have been testing adverts for years and even testing different prices for the same product to see what results they get. The great thing about ppc is you can try 3 different adverts and see which one users like the best by setting the adverts on rotate evenly. Some tips are to try different URL’s to include sub directories such as www.website.com/summer-sale, add different types of punctuation such as full stops, exclamation marks etc. Trst the same words however using capitalisation.
Make sure your landing pages are set up for conversion
Sell your USP’s, if you have free or next day delivery say so
Always use calls to action above the fold to increase conversion
Ensure you have a form integrated in every page
Display a unique telephone number to enable tracking of website leads from PPC
