Even many seasoned pay per click marketers don't understand the impact of
Quality Score and why they should care about it. Here, well explain exactly
what it is and why it is critical to the success of your PPC campaigns.
Pay Per Click Marketing: Quality Score Explained
The definition of quality score is taken straight from the horses mouth (ie,
Google) is as follows: The AdWords system calculates a 'Quality Score' for
each of your keywords. It looks at a variety of factors to measure how
relevant your keyword is to your ad text and to a user's search query. A
keyword's Quality Score updates frequently and is closely related to its
performance. In general, a high Quality Score means that your keyword will
trigger ads in a higher position and at a lower cost-per-click (CPC).
Obviously, the emphasized part is why you should care about your quality
score. Right about now you might be thinking, How can I improve my quality
score? Following are two things you can do.
2 Ways to Improve Your Quality Score
1. Be Relevant to Google: As its Google that calculates this score and
the search engine that drives the most traffic, you want to make sure that
whats on your landing page is reflected in your keyword selection.
Otherwise, Google won't think your PPC ad is relevant and will rank it low.
How to Achieve Google Relevancy. Tip: Use its Site-Related Keywords tool
to ensure this.
2. Update Your Meta Tags: Once you've done some split testing to
determine your best performing keywords, add them to your meta tags. While a
lot of SEO experts don't give a lot of weight to meta tags anymore, search
engines still use them to some degree (specifically the title, keywords and
description tags) to help them index sites.
FYI, there are many ways to improve your Quality Score, but these two
tips are not only among the most effective in our opinion; they are tips you
won't find discussed in many articles on pay per click marketing.
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