Increase Your Google Quality Score
Ever since Google introduced the Google Quality Score variable into their Adwords system Advertisers and PPC Account Managers have struggled with their accounts performing efficiently. When Google introduced the 'Quality Score' system it forced Adwords users to optimize their accounts so that its ads were most relevant to a users search. Thus, relevant ads increase the Click-Through-Rate (CTR) and more clicks increases the "bling" for Google. Supposedly, this is a win-win for both parties.

What does this all mean? While Google enjoys tormenting us and keeping us guessing constantly, there is a little tip to improving your keyword's quality score.

Add the keyword into your ad. While this seems like common sense, more than not it is rarely done and has not been seen in any online discussions.

Here is an example:

Keyword 'Watermelons' and the ad has that keyword:

Buy Watermelons
Cheap Watermelons. Better melons
for your money. Many watermelon sizes.

If you bid 0.10 on it, that ad will get better position than an ad with low relevancy and same bid (ie an ad that didn't have the keyword included) such as:

Do you want melons?
We have a wide selection of melons.
Get your melons today.

There are two reasons for doing this. The first reason being that if you have the keyword in the ad text, then the ad is seen as more relevant to the keyword you are bidding on (One factor of the QS).

The second reason, is that with the keyword in the ad, a user is more likely to click on your ad, so Google says, thus increasing the all important CTR-also a QS factor.

This is only one small piece of the QS puzzle but using this tip in your ad groups will help raise your quality score and lower your minimum bid, while lowering your Cost per Click and without your ads losing any position.

While Yahoo and MSN do not have this quality score based system this tip will help the effectiveness of your account. The second reason I stated applies to Yahoo and MSN, a user is more likely to click on your ad if they feel it is relevant, ie has the keyword in it. I would also look for Yahoo and MSN to add a variable such as the quality score to their own systems in time.
Evan | permalink | +marktd |