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What is quality score in google adwords

This ppt will show you important points to keep in mind while creating campaigns on google adwords, like quality score,keyword match types etc.

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What is quality score in google adwords

  2. 2. WHAT IS QUALITY SCORE? Quality Score is Google's rating of the quality and relevance of both your keywords and PPC ads. It is used to determine your cost per click(CPC) and multiplied by your maximum bid to determine your ad rank in the ad auction process. Higher ad rankings Lower costs. No one outside of Google knows exactly how much each factor “weighs” in the Quality Score algorithm, but we do know that click-through rate is the most important component. When more people who see your ad click it, that’s a strong indication to Google that your ads are relevant and helpful to users. Accordingly, Google rewards you with:
  3. 3. The higher you bid on relevant keywords google will acknowledge you based on the cpc’s and reward in terms of discount and place you on top in search results
  4. 4. Remember that google gives score to your ads out of 10 depending on the quality of your ad. If you find score greater than or equal to 5 they are great and can be improved further. But anything <5 will not be good quality score at all and would not be shown in the search results. You need to change your ad accordingly if you get a score which is less than 5
  5. 5. PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically. Search engine advertising is one of the most popular forms of PPC. It allows advertisers to bid for ad placement in a search engine's sponsored links when someone searches on a keyword that is related to their business offering. For example, if we bid on the keyword “PPC software,” our ad might show up in the very top spot on the Google results page. What is PPC?
  6. 6. Every time your ad is clicked, sending a visitor to your website, you have to pay the search engine a small fee. When PPC is working correctly, the fee is trivial, because the visit is worth more than what you pay for it. In other words, if we pay $3 for a click, but the click results in a $300 sale, then we’ve made a hefty profit. A lot goes into building a winning PPC campaign: from researching and selecting the right keywords, to organizing those keywords into well- organized campaigns and ad groups, to setting up PPC landing pages that are optimized for conversions. Search engines reward advertisers who can create relevant, intelligently targeted pay-per-click campaigns by charging them less for ad clicks. If your ads and landing pages are useful and satisfying to users, Google charges you less per click, leading to higher profits for your business. So if you want to start using PPC, it’s important to learn how to do it right.
  7. 7. Remember that your ad quality score depends on the following factor and you should have all the options checked in order to get a good quality score Your Click Through Rate(CTR) The relevance of each keyword to its ad group Landing page quality and relevance The relevance of your ad text Your historical AdWords account performance Lets see what these means in detail.
  8. 8. 1) Click Through Rate (CTR) A metric that measures the number of clicks advertisers receive on their ads per number of impressions. Achieving a high click-through rate is essential to your PPC success, because it directly affects both your Quality Score and how much you pay every time someone clicks your search ad Generally, you can view your click- thru rate within the dashboard of your PPC account. A high CTR means that a high percentage of people who see your ad click it. High click-through rates lead to high Quality Scores. High Quality Scores allow you to improve or maintain ad position for lower costs.
  9. 9. When Higher Click-Through Rates Are Actually Bad For Business ? If a keyword isn't pertinent to your business or isn't going to generate sales, leads, branding gains, etc. then a high click- through rate for that term is actually bad for business. The reasoning for this is fairly clear: • You're paying for every click. • A lot of clicks generate a lot of ad spend. • Some times you're generating clicks on keywords that are priced too high, and won't turn a profit even if they convert. • Irrelevant terms and clicks are just spending money without bringing in additional business. So you don't always want higher click- through rates: what you want are high CTRs on keywords that are: • Relevant - Have to do with your ad text, your landing page, and your offering. • Affordable - Keywords that aren't going to be profit- prohibitive. So, in a nut shell, a good CTR means first targeting the right words, then getting as many people as you can to click on those ads.
  10. 10. 2) The relevance of each keyword to its ad group Your keywords are the most important part of your ads, these are the keywords that users will use to search. Carefully plan all your keywords first with the help of google adwords planner Look for where more traffic you will get and for how much budget After carefully doing the planning then add relevant keywords to your ads. For every ad group you should give relevant keywords. If the ad group is food then give food relevant keywords.If ad group is dessert give dessert relevant keywords.Dont use dessert keywords for food ad group or vice versa
  11. 11. 3) Landing page quality and relevance Landing page is basically the page where the user will be redirected when he/she clicks on your ads. Landing page should be : Responsive(Mobile friendly, in short all platform friendly.) It should be attractive and not boring and have relevant content It should contain some sort of form where users can provide their details so that they can enquire further about your services and also a lead will be generated this way
  12. 12. 4) The relevance of your ad text Your ads for every ad group should have relevant information. For ex : If you are creating ad for php courses than you should use text related to that ad only like php courses 10% discount and not anything else like java course etc In short be careful to use the relevant text for your ads so that users will be able to find the information correctly.
  13. 13. What are Negative Keywords ? Google AdWords supports something called "negative keywords." This means that within Ad Groups, you can designate not only the terms you want to bid on, but also the variations of terms you don't want to be included in the basket of clicks that you'll pay for.
  14. 14. What are Keyword Match Types ? When bidding on a keyword in your PPC campaigns, you need to choose a keyword match type, which tells Google how aggressively or restrictively you want it to match your advertisements to keyword searches. There are four different keyword match types to choose from when advertising with Google AdWords. Broad Match Type Modified Broad Match Type Exact Match Type Phrase Match Type
  15. 15. Adwords Broad Match Type Broad match is the default match type and the one that reaches the widest audience. When using broad match, your ad is eligible to appear whenever a user’s search query includes any word in your key phrase, in any order. For example, if you use broad match on "luxury car," your ad might be displayed if a user types "luxury cars," "fast cars," or "luxury apartments." Google may also match your ad to queries using synonyms – for example, your ad might display when someone searches for “expensive vehicles,” which doesn’t include any of the terms in your keyword. Because broad matched ads are set up to reach the widest possible audience, searchers might see and click your ad when querying irrelevant topics, and these costs can add up surprisingly fast. Again, since broad match is the default match type, it’s important to be very careful. Broad match keywords are a great way to drive lots of clicks, but advertisers need to keep a close eye on their search query reports to ensure that they’re not paying for irrelevant traffic that doesn’t convert. For example, look at these Google ads triggered by a search on “piano benches”:
  16. 16. Adwords Modified Broad Match Type Modified broad match can be viewed as a sort of middle ground between broad match and the more restrictive match types. It allows you to reach a similarly wide audience, but better control who sees your ad by “locking” individual words in a key phrase using the “+” parameter. When you add the plus sign in front of a term in your keyword, you’re telling Google that the search query must include that term. For instance, let’s say you enabled modified broad match in AdWords for the keyword “gel batteries.” If you append the “+” parameter to the word “gel,” Google can only match your ads to queries that include the word gel. If you append it to the word “batteries,” search queries must include that word before you ad can enter the auction.
  17. 17. Adwords Phrase Match Type Phrase match offers some of the versatility of broad match, but like modified broad match, introduces a higher level of control. Your ad will only appear when a user queries your key phrase using your keywords in the exact order you enter them, but there might be other words either before or after that phrase. For example, if your key phrase was "pet supplies," your ad could appear when a user searched for "pet supplies," "discount pet supplies," or "pet supplies wholesale," but not for searches like "pet food," "pet bird supplies," or "art supplies." Since the query can contain text before or after your keywords, there is some flexibility, but you are leaving a lot of potential traffic on the table.
  18. 18. Adwords Exact Match Type Exact match is the most specific and restrictive of the keyword match types. With this match type, users can only see your ad when they type your exact keyword phrase by itself. For example, if your keyword phrase was "black cocktail dress," your ad is only eligible to show up when a user searches for "black cocktail dress" (those words in that exact order) and not for "cocktail dress," "black dress" or "expensive black cocktail dress." On the plus side, users who click on your ad when searching for that exact phrase are more likely to be interested in your product or service, so using exact match can reduce unwanted costs and keep conversion rates high. On the down side, you will have less traffic as a result of your restrictions, because these more specific search queries have lower search volume, and you won’t get as many overall impressions.
  19. 19. Choose relevant information everywhere Choose your preferred keyword match type Do detailed and proper keyword planning beforehand. Overall Points to remember