QUALITY SCORE IN

GOOGLE ADWORDS

PRESENTED BY TANUJA T. TALEKAR

WHAT IS QUALITY SCORE?Quality Score is Google's rating of the

quality and relevance of both your keywords and PPC ads. It is used to

determine your cost per click(CPC) and multiplied by your maximum bid to

determine your ad rank in the ad auction process. 

Higher ad rankings

Lower costs.

No one outside of Google knows exactly how much each factor “weighs” in the

Quality Score algorithm, but we do know that click-through rate is the most important component. When more

people who see your ad click it, that’s a strong indication to Google that your ads

are relevant and helpful to users. Accordingly, Google rewards you with:

The higher you bid on relevant keywords google will acknowledge you based on the cpc’s and reward in terms of discount and place

you on top in search results

Remember that google gives score to your ads out of 10 depending on the quality of your ad. If you find score greater than or equal to 5 they are great and can be improved further.But anything <5 will not be good quality score at all and would not be shown in the search results.You need to change your ad accordingly if you get a score which is less than 5

PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically.

Search engine advertising is one of the most popular forms of PPC. It allows advertisers to bid for ad placement in a search engine's sponsored links when someone searches on a keyword that is related to their business offering. 

For example, if we bid on the keyword “PPC software,” our ad might show up in the very top spot on the Google results page.

What is PPC?

Every time your ad is clicked, sending a visitor to your

website, you have to pay the search

engine a small fee. When PPC is

working correctly, the fee is trivial, because the visit

is worth more than what you pay for it. In other words, if we pay $3 for a click, but the click results in a $300 sale, then we’ve

made a hefty profit.

A lot goes into building a winning

PPC campaign: from researching and selecting the right keywords, to organizing those

keywords into well-organized

campaigns and ad groups, to setting

up PPC landing pages that are optimized for conversions.

Search engines reward advertisers

who can create relevant,

intelligently targeted pay-per-

click campaigns by charging them less

for ad clicks.

If your ads and landing pages are

useful and satisfying to users,

Google charges you less per click, leading to higher profits for your

business. So if you want to start using PPC, it’s important to learn how to do

it right.

Remember that your ad quality score depends on the following factor and you should have all the options checked in order to

get a good quality score

Your Click Through

Rate(CTR)

The relevance of each

keyword to its ad group

Landing page

quality and relevance

The relevance of your ad

text

Your historical AdWords account

performance

Lets see what these means in detail.

1) Click Through Rate (CTR)

A metric that measures the

number of clicks

advertisers receive on their ads per number of impressions.

Achieving a high click-

through rate is essential to

your PPC success,

because it directly affects

both your Quality Score

and how much you pay every time someone

clicks your search ad

Generally, you can view your click-thru rate

within the dashboard of

your PPC account. A high CTR means that

a high percentage of

people who see your ad click it.

High click-through rates lead to high

Quality Scores.

High Quality Scores allow

you to improve or maintain ad

position for lower costs.

When Higher Click-Through Rates Are Actually Bad For

Business ?If a keyword isn't pertinent to your business or isn't going to generate sales, leads, branding gains, etc. then a high click-through rate for that term is actually bad for business. The reasoning for this is fairly clear:• You're paying for every click.• A lot of clicks generate a lot of ad spend.• Some times you're generating clicks on keywords

that are priced too high, and won't turn a profit even if they convert.

• Irrelevant terms and clicks are just spending money without bringing in additional business.

So you don't always want higher click-through rates: what you want are high CTRs on keywords that are:• Relevant - Have to do with your ad text, your

landing page, and your offering.• Affordable - Keywords that aren't going to be

profit-prohibitive.So, in a nut shell, a good CTR means first

targeting the right words, then getting as many people as you

can to click on those ads.

2) The relevance of each keyword to its ad group

Your keywords are

the most important

part of your ads, these

are the keywords that users will use to

search.

Carefully plan all your

keywords first with the

help of google

adwords planner

Look for where more traffic you

will get and for how much

budget

After carefully doing the

planning then add relevant keywords to

your ads.

For every ad group you

should give relevant

keywords.

If the ad group is food

then give food relevant keywords.If ad group is dessert give

dessert relevant

keywords.Dont use dessert

keywords for food ad

group or vice versa

3) Landing page quality and relevance

Landing page is basically the page

where the user will be redirected when

he/she clicks on your ads.

Landing page

should be :

Responsive(Mobile friendly, in short

all platform friendly.)

It should be attractive and not boring and have relevant

content

It should contain some sort of form where users can provide their details so that they can enquire

further about your services and also a lead will be generated this

way

4) The relevance of your ad text

Your ads for every ad group should have relevant information.

For ex : If you are creating ad for php courses than you should use text related to that ad only like php courses 10% discount and not anything

else like java course etcIn short be careful to use the relevant text for your ads so that users will be able to find the

information correctly.

What are Negative Keywords ?Google AdWords supports something called "negative keywords."

This means that within Ad Groups, you can designate not only the terms you want to bid on, but also the variations of terms you don't want to be included in the basket of clicks that you'll

pay for.

What are Keyword Match Types ?When bidding on a keyword in your PPC campaigns, you need to choose

a keyword match type, which tells Google how aggressively or restrictively you want it to match your advertisements to keyword

searches. There are four different keyword match types to choose from when advertising with Google AdWords. 

Broad Match Type

Modified Broad Match Type

Exact Match Type

Phrase Match Type

Adwords Broad Match Type

Broad match is the default match type and the one that reaches the widest audience. When using broad match, your ad is eligible to appear whenever a user’s search query includes any word in your key phrase, in any order.

For example, if you use broad match on "luxury car," your ad might be displayed if a user types "luxury cars," "fast cars," or "luxury apartments." Google may also match your ad to queries using synonyms – for example, your ad might display when someone searches for “expensive vehicles,” which doesn’t include any of the terms in your keyword.Because broad matched ads are set up to reach the widest possible audience, searchers might see and click your ad when querying irrelevant topics, and these costs can add up surprisingly fast. Again, since broad match is the default match type, it’s important to be very careful.

Broad match keywords are a great way to drive lots of clicks, but advertisers need to keep a close eye on their search query reports to ensure that they’re not paying for irrelevant traffic that doesn’t convert. For example, look at these Google ads triggered by a search on “piano benches”:

Adwords Modified Broad Match Type

Modified broad match can be viewed as a sort of middle ground between broad match and the more restrictive match types.

It allows you to reach a similarly wide audience, but better control who sees your ad by “locking” individual words in a key phrase using the “+”

parameter. When you add the plus sign in front of a term in your keyword, you’re telling Google that the search query must include that term.

For instance, let’s say you enabled modified broad match in AdWords for the keyword “gel batteries.” If you append the “+” parameter to the word

“gel,” Google can only match your ads to queries that include the word gel. If you append it to the word “batteries,” search queries must include

that word before you ad can enter the auction.

Adwords Phrase Match Type

Phrase match offers some of the versatility of broad match, but

like modified broad match, introduces a higher level of

control.

Your ad will only appear when a user queries your key phrase using your keywords in the

exact order you enter them, but there might be other words either before or after that

phrase.For example, if your key phrase

was "pet supplies," your ad could appear when a user

searched for "pet supplies," "discount pet supplies," or "pet supplies wholesale," but not for searches like "pet food," "pet

bird supplies," or "art supplies."

Since the query can contain text before or after your keywords,

there is some flexibility, but you are leaving a lot of potential

traffic on the table.

Adwords Exact Match Type

Exact match is the most specific and restrictive of the keyword match types. With this match type, users can only see your ad when they type your exact keyword phrase by itself.

For example, if your keyword phrase was "black cocktail dress," your ad is only eligible to show up when a user searches for "black cocktail dress" (those words in that exact order) and not for 

"cocktail dress," "black dress" or "expensive black cocktail dress." 

On the plus side, users who click on your ad 

when searching for that exact phrase are more likely to be interested in your product or service, so using exact match can reduce unwanted 

costs and keep conversion rates high. 

On the down side, you will have less traffic as a 

result of your restrictions, because these more specific search queries have lower search volume, and you won’t get as 

many overall impressions.

Choose relevant information everywhere

Choose your preferred keyword match type

Do detailed and proper keyword planning beforehand.

Overall Points to remember

THANK YOU

PRESENTED BY TANUJA T. TALEKAR