Adwords can be a money maker if used properly or, if attempted in vain, can leave you questioning your every move. Many of us have leaped into Adwords Campaigns knowing less than the basics and not understanding the simple strategies that lead to successful Adwords Campaigns.
At FutureNow we work on increasing ROI of your business primarily through the performance of your website. PPC campaigns work in tandem as an important traffic source for many of our clients. So, while we do not work exclusively on PPC campaigns, we have a special relationship with looking at PPC campaigns in terms of conversion rate. At the end of the day we understand that the recipe to improving your performance is understanding the consumers needs and wants, no matter what traffic source they are coming from.
Everyday we are faced with a new challenge when it comes to Adwords and there is always room for improvement in every client’s account. Increasing your conversion rate is always the main goal and I am going to point out the most essential step that will have you on your way to improving those conversions through Adwords!
Quality Score is the number 1 most important part in determining how your Campaigns perform. If your quality score is good, you will spend less money per conversion. Quality score will be high if the scent between your keyword, ad and landing page is maintained.
What is quality score? According to Google: “Quality Score for Google and the search network is a dynamic metric assigned to each of your keywords. It’s calculated using a variety of factors and measures how relevant your keyword is to your ad group and to a user’s search query. The higher a keyword’s Quality Score, the lower its cost-per-clicks (CPCs) and the better its ad position”.
We are going to take this opportunity to walk you through the 3 main factors that will help you to improve your quality score which will help you to improve your conversion rates from Adwords.
AdGroups should always include keywords that share the same meaning as this will be reflected in the keyword quality score. If perhaps one keyword does not fit in that specific AdGroup create another one and build off of that. Keywords that do not belong will perform poorly.
Ex: If you’re doing a campaign about Cancun Resorts than keywords that would be appropriate are:
“Resorts in Cancun”, “Cancun Resorts”, “Best Cancun Resort”,
Where as keywords that would have a negative impact on your quality score in this AdGroup are:
“Swimming with Dolphins Cancun”, “Villa Cancun”, “Restaurants in Cancun”
The copy in the ad is what engages your visitor. Each AdGroup should have 2 different ads that are targeted and written specifically for that one AdGroup. By doing this you will help the overall quality score of all the keywords in the group. Your ads should match all the keywords in the group. If one of your keywords doesn’t match the specific ad, create a new AdGroup for that specific keyword.
4 Tips on Writing a Perfect Ad:
Your AdWords landing page is your chance to convince the customer to convert – to buy your product, fill out a form or download a resource. You need quality landing pages to optimize conversion rates because highly relevant pages will also lower your conversion costs.
The most important quality of an optimized landing page is relevance. Just as your ad copy should be relevant to your keyword, your landing page should be relevant to your Google Ad. Creating specific landing pages that speak directly to the user’s search query will have a positive impact on your Keyword/Account Quality Score, and increase your conversions.
Use some of these tips to improve your quality score to increase your return on investment. At FutureNow one of the many things we do is assess the performance of our client’s Adwords campaigns, looking for ways to improve them. Quality Score is one of the first things we look at during our analysis. Contact us if you want to improve the performance of your Adwords Account.