The Adwords Quality Score
24/06/2008
Recently I have received many questions about the Adwords Quality Score. I have wanted to write an article that explains the most important aspects of the quality score and which segments you have the most control over so I can use it as a resource with startups I work with.
First, lets discuss the segments that you control when building an Adwords campaign.
- Keywords – Like keyword research in SEO, paid search keywords are vital to reaching the correct audience. Competition can also be tough for highly searched words, so a long-tail strategy can also be useful to keep cost down. Regardless if they are high volume keywords or long-tail, they need to be relevant to your offering.
- Ads – One of the most important tasks in paid search is ad copy. These ads are displayed in the search engine results pages (SERPS) and are the only source of information that searchers have when deciding where to click. As you will read below, Google uses click through rate has a major gauge in the quality of your ads.
- Landing Page – This is the page that searchers will land on when they click your ad. You (should) build and control this page. Google will look at this page to determine if it is relevant to your keyword and ad.
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Last week I calculated the return on investment (ROI) of a large CPC campaign over multiple engines for a startup I am currently working on. I realized that I dont check the ROI often enough, and none of my colleagues at other startups seem to either. When your startup is profitable and you have been using the same marketing mediums over a course of half a year, you might get a little “lazy” on optimizing your marketing through ROI.
