News of some more changes Quality Score changes on their way: Inside AdWords Blog
What does this mean for you?
High Quality & Relevance will be even more important than before. You need to check your Quality Score ratings & maybe deleted any Keywords that don’t get at least 7/10. (maybe even higher). High Quality means you can leapfrog over Ads paying more money than you! Quality is key to a really great ROI.
How do you get those Quality Scores higher for the keywords that remain (or for those that you need to bid on, but that aren’t yet performing)?
Basic SEO can help a lot… do you have:
- plain english URLs that relate to the keyword (you’re not sending people to the homepage are you?)
- unique title & description tags that match the keywords
- H1 & H2 tags that match the keywords in the AdGroup AND ideally match the promise made in the Ad itself
- the right keyword density (around 3%)
- professional design
- inbound & outbound links – with relevant anchor text
- links to more content from the Landing Page… not a one-page ‘are you in or out?’ page. provide great content!
& of course in the account itself:
- just a few, closely related keywords in each AdGroup
- at least 2 Ads that include those keywords for each group
- only use keywords directly related to your business – at least until you have great CTR numbers & a history with Google
PS – Using AdWords Editor can give you a quick way to get a feel for the Quality Score numbers for all keywords at a glance. Just import your account & look at the min bid column. It hasn’t changed to the new ‘fist page minimum’ bid yet & can still be used as a guide to just how ‘poor’, ‘ok’ or ‘great’ your keywords are.
