Optimizing your AdWords campaigns for a high Quality Score is essential in achieving a high return on investment (ROI). As you may already know, the relevancy of your keywords and ads are measured in Quality Score. Ranging from 1 to 10, the more relevant your keywords and ads are, the higher your Quality Score will be. This is important considering that Quality Score affects both ad rank and cost per click (CPC). So, how can you can improve the Quality Score of your campaigns?
Create Small Ad Groups
Don’t make the mistake of using large ad groups with tons of loosely targeted keywords. To achieve a high Quality Score, you need small ad groups consisting of just a few relevant, highly targeted keywords. Managing dozens or even hundreds of small ad groups can be tedious, but you’ll reap the benefits of a higher Quality Score as well as a higher conversion rate.
Use Keyword in Ad Copy
Try to get into the habit of including your keywords in your ad copy. This will increase the expected click-through rate (CTR) of your ads, which in turn raises your Quality Score. Of course, adding the keywords on which you are bidding to your ads also creates more relevant ads. When a user searchers for one of your keywords, he or she will notice the keyword included in your ad.
Add Negative Keywords
Another tactic that can help improve your Quality Score is to use negative keywords. Basically, negative keywords have the opposite effect of traditional keywords. Rather than triggering an ad impression, they prevent your ad from showing. If you are bidding on the keyword “anti-malware software,” for instance, adding the negative keyword “free” will prevent your ad from displaying when someone searches for terms like “free anti-malware software.”
Avoid Dynamic Keyword Insertion
While tempting, it’s best to avoid using dynamic keyword insertion in your AdWords ads. As the name suggests, this feature will automatically include the user’s exact search term in your ad. Unfortunately, this usually results in confusing ads while hurting your Quality Score in the process.
Optimize Landing Page for Relevancy
Finally, you should optimize your landing page so it’s relevant to the keywords on which you are bidding. If your landing page isn’t relevant, your Quality Score will suffer. This problem is easily avoided by creating a seamless transition from your AdWords ad to your landing page.
Following these tips will help you achieve a higher Quality Score for your AdWords ads.