Need to catch up? Go to Day 1.
On Day 22 I mentioned Quality Scores and how they affect your ad. Today I’ll be discussing quality scores in great detail.
Quality Score. Google AdWords uses the quality score to decide a few things. (1) How much your ad will cost, (2) What position your ad will be in, (3) If your website is relevant to your keywords.
Low quality scores hurt wallets. A low quality score means that you pay more per click than a competitor with a high quality score. For instance, you have a quality score of 3 and your competitor has a quality score of 8. You’ll paying approximately quadruple what your competitor pays for that same keyword. Google wants to show ads that will help searchers find what they’re looking for, not lead them astray. So if Google thinks you’re not exactly honest about your keywords it will punish you accordingly.
How do I get a higher quality score? If you’re suffering from low quality scores, you’ll need to organize your Google AdWords Campaigns a little more. In the example below, I separated “Commercial Real Estate” from “Commercial Property”. This way I can create different ads that correspond to each keyword.
I created a new one called “Properties” and placed all the property related keywords in the box. I also created an ad that focused around the keyword “property”. For even better Quality Scores create a web page that’s all about property in your city and how you can help find property in your city. Using that page as a Landing Page will give you a higher quality score since your ad, website, and keywords match.
I renamed “Details” to “Commercial Real Estate” and removed all the keywords with “property”. This leaves only the commercial real estate keywords. For even better Quality Scores create a web page that’s all about commercial real estate in your city and how you can help find commercial real estate in your city. Using that page as a Landing Page will give you a higher quality score since your ad, website, and keywords all match.
You can also separate the “Out of State Searchers” campaign in the same way. Making sure your keywords match your ads and webpage is the best way to get higher quality scores!