Quality Score and Your PPC Campaign
I just got off the phone with “John” from a small Internet marketing company looking for an easy way to improve the Adwords quality score for his SMB PPC marketing clients. He said his keywords were grouped properly and his ads were well structured, so he wanted to focus on improving the landing page relevance hoping it would get the keyword quality scores up to 7 or so.
I did not talk to John for long but he got me thinking about how much control PPC managers actually have over improving specific keyword quality scores and more importantly, how much time should be dedicated to it versus other activities like bid management and conversion optimization.
Google Identifies Three Major Factors That Affect PPC Quality Score:
- Click through Rate (CTR)
- Ad Relevance
- Landing Page Experience
It is generally accepted that CTR trumps the other two factors. If this is the case, should you try to improve specific keyword quality scores and if so, at what point does it become an inefficient use of your time?
If your quality score is below a 6, you should probably review that keyword to see if it is grouped properly or if it should be paused all together. Otherwise, trying to get your keyword quality score from a 6 to a 7 can be a frustrating and expensive endeavor. If your keyword quality score is above a 6, I recommend spending your time doing more profitable activities such as keyword bidding, optimizing your campaign settings to get more conversions, and/or getting out from behind your screen and meeting customers in order to sell more services/products.
SiteWit Can Help Improve Your Keywords’ Quality Scores
If you are a SiteWit customer, you know that keyword bidding and campaign optimization is done for you automatically, freeing up your time to be spent on more profitable activities. Of course SiteWit also reviews quality scores and makes recommendations for you but more importantly, our Pay Per Click Management software focuses on improving the performance of keywords that produce clicks. It helps you create more relevant ad copy to improve CTR and optimizes your campaign which, over time, will improve the quality scores of those keywords that actually produce.