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.
By: Deploy Dental
Pay Per Click advertising (PPC) is without a doubt the fastest way to drive traffic to your website, and is especially effective when running a targeted campaign for a specific service offered. However, those with limited marketing dollars are often understandably concerned about spending too much per click. In this article, we’ll take an in depth look at the most effective way to drive down this cost, which is to improve your AdWords Quality Score. If you have not already done so, we highly recommend a thorough reading of our previous articles on PPC to ensure other aspects of your campaign are all properly configured.
Quality Score Components
Quality Score measures the cumulative keyword relevancy across several aspects of your campaign. While the exact algorithm is a proprietary secret known only to Google, we do know the factors that comprise it. First, whenever a keyword is searched and triggers your ad, Google measures the relevancy of that word against (1) your advertisement, (2) the keywords you targeted, and (3) your website or landing page. Next, that result is calculated against the historical click through rate (CTR) experienced by that targeted keyword AND the historical CTR of your individual AdWords account. The end result is called Quality Score; measured on a scale of 1-10.
The importance of this number becomes evident once you see that Quality Score is part of a much simpler equation that determines Ad Rank.
Quality Score X Bid Price = Ad Rank
Every time a potential client searches a term that triggers your ad, the Quality Score is instantaneously calculated and then multiplied with the bid price to determine Ad Rank. The ads with the greatest Ad Rank are the ones that will appear (or appear in the higher positions). With a direct relationship between the two variables, you can easily increase bid price to win bids and get more clicks. However, since this will obviously increase costs, you would be much better served to increase Quality Score; resulting in higher average ad positions at a lower overall cost.
Improving Quality Score
If you feel a bit overwhelmed by any of the previous descriptions of Quality Score then don’t panic, because it’s much more important to simply realize how you can improve each of components rather than understanding how they necessarily relate to each other.
Perhaps the most basic step to improve your Quality Score is to simply evaluate your targeted keywords to ensure they are as relevant as possible to your campaign. You should do this by viewing the statistics on what exact search terms were entered when people clicked on your ad. If there seems to be a wide variety of perhaps erroneous terms not related to your campaign, consider altering your keyword match options to “phrase match.” This will result in less overall clicks, but will ensure that your ad is only served to more relevant searches. Additionally, you should include as many “negative match” keywords as you can think of. These would by any terms that are not conducive to a relevant or desirable visitor.
Group Similar Keywords
Another way to increase Quality Score is to create unique Ad Groups for related keywords. When unrelated keywords are grouped together, the ads you created within that Ad Group may be irrelevant to the wider variety of topics. When this is the case, you run the risk of irrelevant ad being served to potential clients, decreasing your Quality Score and effectiveness of your campaign.
For example, if you are a dentist targeting teeth whitening, all teeth whitening keywords should go in one ad group. This way all the ads within that group can be tailored for that specific subject. Likewise, if you are running a special for new patients, place those keywords in their own Ad Group and create them their own set of ads. If these two topics were grouped together, a teeth whitening ad could be served to a potential client who was searching for a new patient special.
This is not all, look for more in part two.