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Want To See Your PPC Score Going Up? These 2 SEM Tips May Be Just What You Need

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The rising competition has forced us to evaluate the performance of a campaign,  and one of the factors being considered is Quality Score.

Quality Score

Lets start with the definition. Quality Score is an estimate of how relevant your ads, keywords, and landing pages are to a person seeing your ad.

In simpler terms, whether user gets what he/she searched for or not. Starting right from the keyword one enters, then the Ad which pops up followed by the relevance of the content on the landing page. There are various factors affecting Quality Score which are as follows:

  1. Ad/Keyword relevancy
  2. Landing Page
  3. CTR (Click Through Rate is number of clicks/Impressions)

It is calculated by the Google Adword system based on the above factors.

Each keyword has a quality score, which is again proportional to the relevance of the Ad it fetches. Each keyword gets a Quality Score on a scale from 1 to 10, where 1 is the lowest score and 10 is the highest.

Here is a sample screenshot displaying the same.

Reverse-engineering-Adwords-quality-score

More Relevant Ad —-> Higher Quality Score —-> Better Position

There are many things which can help increase Quality Score, however lets look at the two most important tips to ramp up the Score.

Separate Ad Groups:

It is very evident from the fact that companies offer more than one product. Hence, it is highly recommended to use different Ad groups for different keywords. For example, a retail company has multiple product lines with products such as shoes, T-shirts,belts,trousers etc. Now having different set of Ad groups would yield better results in terms of conversions.

Lets take another example of an electronics store, it would be prudent to have different Ad Groups for products such as cameras,TVs or LCD. Here is the screenshot.

account-structure-example

This would result in higher CTR and eventually a better Quality Score.

Another point to be emphasized is separation of high performing keywords from low performing keywords, i.e. mixing them would dilute the search for users and would mar marketing efforts of a marketer.

Ad Copy Split Testing:

Testing the efficiency of an Ad can be done through the concept of Ad Copy testing. However in Ad Copy ‘Split’ testing, two or more versions (lets say version A or B) of the same ad are run simultaneously over a period of time. A noteworthy point is to give some time to this type of testing to see results. Lets give it a week or two to compare the different versions.

Here is an example:

test4

Version A and Version B are two different versions of the same Ad. Therefore, versions can have different headline,body or the design of the landing page.

The version with the higher CTR would be preferred and the one with lesser would be discarded. That is the power of Ad Copy Split Testing, simply trying to find out what works best for you.

  • search-engine-marketing-training


  • There are 2 comments


    • 3 years ago

      Indrajit Goswami   /   Reply

      Good points but infographics are not readable. They are not opening separately after clicking on it. Is it possible to do something?

      • 3 years ago

        Vikalp Bharti   /   Reply

        I am afraid, once published I can’t do the changes, but would make sure to have larger pictures in future posts.Thanks for the feedback though.

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