Quality Score is based on the relevance to users search query and user experience in your website or landing page. As per Google bid price policy, the higher your quality score is, the lower you pay for your clicks and the higher you can get in position in PPC ads.

Below are the ways to improve the quality score

• Increase your click-through rates. Always try testing your ads to improve click through rates. Always keep the ad settings to rotate while you are testing ads. This will allow the search engines not to show well-performing ad over the other, but instead they will rotate ads 50/50. As a result you will know the better performing ad which increases click-through rate, which means a higher quality score.

• One way to achieve a higher click-though rate is to have fewer keywords in each ad group. This will allow your text ad to display the actual keyword in your ad group, which results to be more relevant to the target user. This will help you to increase your click through rates.  It’s never late to organize your ad groups to improve your quality score. It’s okay to only have 5 or 10 keywords in each ad group. Adwords Editor will help us in this process to cluster the keywords easily and faster.

• Delete or pause non-performing keywords and ads. By doing this, your quality score improves as your account have only high CTR keywords and ads, all your non-performing ads & keywords are not active.

• Always check your keywords. As quality score depends on how well your keywords relate to your ads, and how your keywords and ads relate to your landing pages. Always try to use your keyword on your landing page.

• Landing page load times do matter. As quality score was implemented to have a great user experience.  Having a slow landing page load time can influence your quality scores. It’s very important to load your landing page within 3 seconds in all browsers, personal computers and Mac systems.

All your keywords in Google will have a quality score associated to them. If you have a quality score fewer than 7 then it’s time to change or test your ads to improve your quality score.  Always try to change keywords in to a different ad group or try changing ad messaging.

These changes will take time to get effect in your account. Might take couple of weeks to build history & improve the quality score.

Contributed By Ajesh B

• Landing Page Optimization – Tips For Effective PPC Campaigns (0)
• Quality Score myth buster (1)
• How Dynamic Keyword Insertion (DKI) can help your PPC campaigns (3)

In the PPC world, a Quality Score is a measure which tells you the relevance of your keyword to the users search query. Specifically, Quality Score is a score given to a particular keyword taking historical data of the keyword’s Click Through Rate, quality of the landing pages, relevance of the ad with the keyword and several other factors.

Why Quality Score is important for a PPC professional? Not because it gives a rating on a scale of ten but as a score which reduces your CPC when your Quality Score moves up, which affects your First Page Bid Estimates and your Ad Position.

Today I would be breaking 5 myths about Quality Score.

1. Restructuring your account does not cause you to lose your Historical Quality Score data. We will not lose the historical performance of keywords, ads and landing pages, all these data is preserved, so feel free to restructure your account to optimize for higher conversion goals.
2. Quality Score does not suffer when your ads are paused or shown infrequently. Quality Score is determined by the performance of a keyword in combination with its ads. So pausing an ad or showing it infrequently does not affect, as these ads are not accruing any performance data. Showing your ads seasonally wouldn’t reduce your Quality Score.
3. A higher bid will not improve your Quality score. A higher bid will increase your Ad position but will not increase your Quality Score, as it is determined by a number of factors like CTR, Ad Relevancy and others.
4. Changing a keyword from broad to exact will not improve its Quality Score. For example a keyword like schools in broad match will show ads for variations of it like B schools, Animation schools etc. Even though your ad might show up in these instances, its performance will have no impact on Quality Score. The keyword’s Quality Score would only be affected by how your ad performed on the search term schools since it exactly matches the keyword. So changing a broad match to exact match will not affect its Quality Score.
5. Ad conversion rate does not affect your Quality Score. Setting an easy conversion event on your landing page to artificially boost conversion rates will not have any effect on Quality Scores of a keyword. So let the landing pages have the required set of fields to collect all the details of the prospective customer.

On the whole it becomes mandatory for a PPC professional to always look into Quality Score as a measure of how his keywords, ads and landing pages are working as whole but not as individual entities and make corrections to increase relevancy between these.

Contributed By Chetan Prakash

• Improving Performance of PPC Campaigns (0)
• How to Improve Quality Score (0)
• How Dynamic Keyword Insertion (DKI) can help your PPC campaigns (3)

Dynamic Keyword Insertion (DKI) allows you to insert any one of your keywords into your advertisement text. You need to use the following syntax in your ads {KeyWord:default term}. The default term is used by Google AdWords when the keyword is not allowed to be inserted (For example, if it exceeds the character limit).

Certain facts about Dynamic Keyword Insertion

• Note that Google AdWords adds keyword, but not necessarily the search term. If you are using Broad Match, the advertisement may not be very relevant.Google actually inserts the keyword that is triggered by the user’s query. For instance, if the keyword in your account is “tour package” and the query is “tour package Thailand” and you’ve elected dynamic keyword insertion in your Advertisement Title, the advertisement title will be “tour package”
• Dynamic Keyword Insertion does not improve your Quality Score. As Google evaluates the advertisement copy and keyword to the search query in real time, it uses the actual advertisement (after DKI) being seen by the searcher to determine the Quality Score. Dynamic Keyword Insertion does not improve your quality score directly; however, it indirectly helps your quality score by increasing your keywords’ Click Through Rate.
• While your keywords may be approved for your advertisement group, it is possible they are inappropriate for insertion into your advertisement text. When this happens, the keyword is conditionally approved, with a restriction from insertion into your ad. That is, the keyword can trigger and show your advertisement to users, but it will not actually appear in your advertisement text.
• If the searched keyword contains than 25 characters, in some cases, the Google AdWords title may exceed the 25-character limit. The advertisement title can extend past the 25-character limit and Google AdWords will accept it as long as the default text remains 25 characters, or less.
• Be careful while using DKI for ads that target content network. You cannot monitor and manage ads on content sites closely. Search ads appear based on a keyword search, while Content ads are placed on a page by taking an overall theme of all the keywords in an Advertisement Group. It entirely depends on Google which keyword to insert for which site and by doing so you can show irrelevant ads.

Although there are a few problems while using the DKI system, its saves a lot of time spent in creating ads for each keyword and helps boost the CTR.

Contributed by Manisha Singh

• How to Improve Quality Score (0)
• Quality Score myth buster (1)
• How a Keyword Quality Score can help you in scaling up your Google AdWord campaign (0)