The ultimate success of any pay-per-click campaign depends on how well your ad efforts score. Google and other search engines give quality scores based on the following factors:
- Ad relevancy
- Keyword and search term relevancy
- Landing page relevancy
In other words, it’s all about keeping your campaign relevant to the users you want to attract and convert into viable customers. Raising your quality scores through good keyword PPC management and landing page relevancy will help you get the best return on investment when it comes to your marketing efforts.
Here are five ways you can improve your campaign’s quality score, which in turn can raise your click-through rate, increase ROI and drive more customers to your products and services:
- Generate keywords that are relevant to your target group. Relevant keywords play an important role in when it comes to quality scores. Researching your analytics can help you produce a well-targeted list of relevant keywords.
- Fine-tune your keywords through ad groups. A single ad group with a bunch of keywords isn’t as effective as several carefully-segmented ad groups with a few relevant keywords each.
- Connect your keywords with quality content. How people see your ad’s content can make or break their decision to click through. Not only should your content be focused and appropriate for the relevant keyword, but it should also grab visitors’ attention and keep them engaged.
- Split test ad groups. Running two ads side-by-side while comparing data from both can help identify strong performers and shake out less successful ads. Remember that using the “Rotate evenly” option in your Google AdWords settings will give all of your current active ads equal presence.
- Create effective and relevant landing pages. After clicking through, your visitors should arrive at a well-designed, concise and relevant landing page. Keyword consistency should carry through to the page’s title tags, page headers and body content.