Improving AdWords Quality Score (Part Two)

by Guest on August 10, 2012

in Digital Marketing

A Guest blog from Deploy Dental. The opinions expressed are from Deply Dental not Dr. Larry Emmott. However I believe it is valuable for dentists to get various takes on technology issues in order to make good technology choices.

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By: Deploy Dental

Read part one to learn about Quality Score Ad Rank and other basic ideas to improve your PPC investment.

Improve Ad Text

One of the most crucial ways you should be improving Quality Score, while also optimizing ad performance, is by continually improving the text of your ads through intermittent changes.  These changes are not random, but a strategic split test to determine what words or phrases are most attractive to your potential clients and that result in a higher Quality Score

Within an Ad Group you can view each ad variation that was created when you first set up your campaign, along with all the vital performance statistics.  There will almost assuredly be one or two top performers (those with the highest Quality Score  will almost always also have the highest number of clicks, Clickthrough rate, and lowest cost-per-click).  These are the benchmarks against which all future ads will be measured.  Edit the poorest performing ads by clicking on the ad text (when the pencil icon appears), and then copy the exact wording and punctuation of your top performing ads.  Finally, make one or two slight changes to test for improvement.

Once these new ad variations have had time to collect enough data (typically a few days to a week) log back into your account to view the results.  Repeat the process of keeping the best performers while deleting the poorest.  This method of split testing is a very efficient and continuous way to improve the Quality Score and performance of your ads.

Optimize Your Website / Create a Landing Page

Finally, Quality Score can be increased by manipulating the website itself.  The idea behind this step is that each ad should first be sending its traffic to the most relevant page on the site, and then you can work to further increase the relevancy of these pages (optimization).  For example, if you are a dentist targeting a specific procedure like teeth whitening, then it would be most relevant to send visitors to a teeth whitening page.  This may require adding new specialized pages to your site (called landing pages), but it will have duel benefits of decreasing the cost of your ads as well as increasing the conversion of visitors, since they will be more likely to contact you once they find the specific information they were searching for.

Optimizing these landing pages (and your entire site) will improve how Google views the relevancy when determining Quality Score, and will additionally help improve your website’s organic (non-paid) search engine rankings.  Include descriptive and informative text that incorporates your targeted keywords, but that is not so repetitive that it can be construed as spam.  Also, add your targeted keywords into the title tag and meta description and keyword tags.

Final Thoughts

With any marketing tool as complex as AdWords there is a substantial risk for inefficient, wasteful spending.  It is therefore crucial that any individual or firm in charge of your marketing be diligent in reducing every possible cost of your PPC campaign, especially in regards to small businesses.  By adhering to the concepts described in this article any business manager should now have the knowledge to accomplish this in what is perhaps the most efficient way possible, which is through improving your AdWords Quality Score.

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