Google's Perfect Quality Score Sauce

Apr 30, 2012 • 8:36 am | comments (8) by twitter Google+ | Filed Under Google AdWords
 

Google Quality ScoreGoogle has an AdWords engineer named Tanmay A Arora who has been giving tips on AdWords topics in the Google AdWords Help forums.

First Tanmay explained the "Ingredients" In AdWords Quality Score.

The latest give by Tanmay was named the "perfect Quality Score sauce." Tanmay goes through what the steps you can use to achieve that perfect quality score. Here they are:

(1) Add Keywords

Take an existing campaign and add more keywords to it after having a look at your ‘See search terms’ report. As I mentioned before, Google takes into account the Exact match Click through rate (CTR) for the keyword, It is important to look at this report and keep adding new keywords to your keyword list, which will exactly match the search query, irrespective of the match type they are in.

(2) Add Negative Keywords

It is also recommended that you add negative keywords after looking at the ‘See search terms’ report, this will help you to avoid getting impressions for irrelevant search terms and help in improving the CTR.

P.S. This is a very important resource and you should regularly add keywords and negative keywords on the basis of this report to assure optimum account performance.

(3) Pause Keywords

‘Low search volume’ keywords and keywords with a lot of impressions but very few clicks i.e. ones having a very poor CTR, have an impact on the overall performance of the account and hence you should consider pausing these keywords.

(4) Set The Right Parameters Perfectly (Temperature)

Make sure that you are bidding competitively. The better your ad position, higher the chances of improving CTR for the display URL and keyword. At the least, try to make sure that your max CPC is in line with the estimated first page bid. And for the real competitive edge, switch to manual bidding and go all out.

(5) Garnishing

You know the value of your products and services, its time others know what you have to offer. This is where the presentation of the dish makes the cut.

Make sure you create ads that are more attractive, having call to actions phrases and also include more USPs about your company and services, so that the user finds them attractive. Here are some call-to-action words that you may want to consider using: Buy, Sell, Order, Browse, Find, Sign up, Get a Quote. Also, don’t forget on the inter capitalization in your ad text.

Those are the tips by Google for Google AdWords advertisers.

Forum discussion at Google AdWords Help.

Image credit to ShutterStock for sauces & spices

Previous story: Google Webmaster Tools Query Reports Now Up To 90 Days
 

Comments:

Carlos Obregon

04/30/2012 06:08 pm

I have also read elsewhere that having a terms and conditions and a privacy policy page really helps with QS.

Ansh

04/30/2012 06:26 pm

It's enough now.....Google Bot unable to fetching pages..not crawling the pages!!  

Anshul

04/30/2012 06:27 pm

Guys lets celebrate anti google day because it’s enough.......

Jazzy

05/01/2012 02:17 pm

The flaw in Quality Score (from the advertiser side) is that basing it largely on CTR means writing ad copy that casts the widest net.  Casting the widest net, in general, inversely effects the conversion rate.  Casting the widest net only benefits Google by increasing revenue.  Quality Score should use conversion rate, not CTR.  This would only require Google to include conversion code to either use Adwords at all or improve their Quality Score.  This is similar to the fact embedding tracking code is required to use Google Analytics.  Here's an example: The space is "Metal Widget" sales.  There are a wide variety of metal widgets both in price and attributes.  Of course the highest traffic search phrase is "metal widgets".  Advertiser A's Ad Copy headline is "Metal Widgets 50% Off"  Advertiser A is selling 20 kinds of metal widgets ranging from $100 to  $200 in price and only one of them is actually 50% off but their ROI is high enough to break-even on the ad.  There are other cheaper metal widgets available in the $10-$100 price range but Advertiser A does not stock them.  Advertiser B is selling the same widgets for the same price range but their website looks a lot more professional.  Their Ad headline is "Metal Widgets $100 up"  Advertiser B's CTR is much lower than Advertiser A, therefore they have a lower quality score and therefore a higher CPC for the same ad position as Advertiser A.  Advertiser B had a better website and the same or better widgets at the same price as Advertiser B.  Advertiser B is essentially penalized with a higher CPC for writing an ad that does a better job at pre-qualifying the customer, thereby reducing the CTR, thereby reducing the quality score. This is assuming all other quality score factors are equal between the two advertisers. Maybe not the best example I could come up with but you get the point.

Dewaldt Huysamen

05/02/2012 06:12 am

That sounds about right. But the most important factor that needs to be mentioned is your landing pages, I try one dedicated landing page per ad group with A/B versions for continuous testing and improvement.

Michael Dahlstrom

05/07/2012 01:21 pm

CTR is the single most important factor in higher Quality Score.

Jazzy

05/07/2012 01:49 pm

In most cases High CTR = Higher Cost Per Conversion = Lower ROI I if you sell $500 green widgets but not the $100 green widgets, and so does your competitor, if you bid on "green widgets" with the ad "Green Widgets Starting at $500" and your competitor's ad is "Green Widgets on Sale" your competitor gets higher CTR and higher Quality Score but a lower conversion rate as all the people looking for the $100 green widgets click on their ad but don't buy.   In order to use Adwords, you should be required to embed a tracking script, just like you are required to use Google Analytics.  Then Quality score should be based on conversion rate not CTR.  Anyone can write an ad for high CTR "Incredible Green Widget Sale".  The goal is a high conversion rate, not a high click-thru rate.  The relevancy of the site/landing page to the ad is best indicated by conversion, not by click thru.

TopDog

06/13/2012 01:33 am

I have got to say that "this is Google being absolutely evil!". They are only interested in getting more clicks (more revenue) and they really aren't attending to a businesses needs and that is generating more leads/sales. I am finding the quality score to be more frustrating every day, penalizing my clients' sites for keywords they are highly relevant for. And then when you want to target a keyword that is totally relevant it gets a "low search volume message". To top that off, Google seems to be displaying less and less "search terms" in the Google "All Terms" report so it is difficult to see many potential negative keywords (again I would suggest this is Google being evil and wanting to maintain their revenue from irrelevant clicks). Sorry just had to have a dump on this one

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