John Lee of Hannapin Marketing nailed it, recently, with an article in Website Magazine about optimizing your Pay-Per-Click Quality Score. The bottom line? It’s all about staying relevant and connecting your focused, meta tags/keyword groups to your ads and landing pages.
Google’s Quality Score, Yahoo!’s Quality Index and MSN’s Quality Based Ranking are all essentially the same thing. They are values or rankings constantly calculated from complicated formulas. They essentially reflect (for each specific search engine) how relevant each of your keywords is to your ad text or website landing page. This score (or rank) is used, among other things, to determine each keyword’s actual cost-per-click.
This is a good system that rewards advertisers for presenting highly relevant keyword lists, ad text and landing pages. In general, the higher the ranking the lower your costs-per-click and the better your ad position. This system also rewards searchers by helping to weed out junk advertisers, helping prospects find the products and services they’re seeking faster.
Tips for Improving Quality Scores
- Optimize — Break down your ad groups into tightly-themed keyword groups. Never dump a large list of keywords into a single ad group.
- Infuse Ads with Keywords — Be sure the headline and text include keywords. This improves your click-through-rate (CTR) which improves your Quality Score. Also, the keyword typed in the search box by your prospect will be bolded in your ad text.
- Anchor Landing Pages with Keywords — Include keywords in the title, heads and body content. Marrying keywords and landing pages is a critical element in boosting your relevancy and Quality Score.
- Stay On Topic — Keep landing pages focused on the specific product or service you’re promoting. Don’t wonder into corporate philosophy, office culture, etc.
Since Quality Score is all about relevancy, make sure the content of your website and online ads matches your meta tags/keywords to a T.
Steve
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