The entire purpose of a pay-per-click (PPC) campaign is to immediately attract prospects from the search engine results pages (SERPs) and direct them to a landing page where they can be converted into paying customers.
Clearly, the impetus of any PPC campaign is targeting an exhaustive list of short and long-tail or target keywords to attract as many prospects as possible. Of course, this has to be done while maintaining a reasonable budget.
Creating a successful PPC campaign is about finding equilibrium between exact keyword usage and budget management. To achieve remarkable growth in your PPC campaign, it’s important to learn and master the concept of using exact-match keywords.
Using Positive or negative exact match keywords can help deliver the most qualified leads to your landing pages, improving your ad quality score, and increasing your business’ revenue. If you’re not familiar with this concept, then you’ve come to the right place.
This complete guide will cover everything you need to know to master using exact-match keyword’s in your PPC campaign.
Understanding what an/how exact match keyword is is fairly simple. It’s a different keyword match type that are available in both Google and Bing Ads. When you use an exact match keyword, your google ads campaigns will be able to reach potential customers searching for the exact match search term you’re bidding on, or at least a very close variant.
By placing bids on exact match keywords, you can explicitly control how much you’re spending on Google and Bing Ads. This will help you to achieve a higher ROI with your campaign.
If you’re a beginner creating online ads, then it’s best for you to learn what the same or different keyword match types is (let’s use Google Ads for an example). When you want to create a textual ad in Google Ads, you can choose between a wide variety of different match types, such as broad, exact match keyword, and phrase.
Let’s discuss the other keyword types below.
Broad match is the standard choice for text ads on Google Ads. As its name suggests, broad match keywords are designed to reach the widest audience possible. When you choose to target broad match keyword’s, your ad will reach internet users who use search term’s that match any word of your targeted keyword, in any order.
For example, if your modified broad match keyword is “luxury race car”, your ad will appear for user search terms like “fast cars”, “fast race cars” “luxury cars” and many more different variations.
With broad match keyword’s, Google will also match your Google ads with synonymous variations. For example, Google may show your ad when a person types in “expensive cars” in their search bar.
Since broad match types are designed to reach the largest audience possible, it can capture the attention of people who may not be looking for your particular service or product. As such, your ad costs can quickly increase without affecting your conversion rate.
Unfortunately, broad match type is the default option for text ads. This means that your google ads could be set to this option without you even realizing it. To put it simply, broad match keywords drive a lot of clicks, but you should be careful about positioning your business for keywords that aren’t going to result in more conversions.
For example, here is what an SERP looks like for the same keyword “Google ads”:
Of course, the first ad placement is from Google. No one is going to outrank them for this keyword. However, the second placement is for a google ads campaign manager tool, and the third placement is for advertising on Snapchat.
These products and services differ tremendously. Therefore, if you’re targeting a specific audience, you’re better off using another match type.
Phrase match keyword’s offer some of the flexibility compared to broad match keywords, while giving them a high level of control over their spending.
When you target phrase keywords match types, your ad will only appear when a user searches for keywords in its exact match order. However, some words can appear either before or after the original search terms.
As you can see, phrase match keywords work a bit differently than broad match keywords. Though, there are some noticeable similarities. Exact match keyword are extremely different from both default match types.
Using them in your campaign can have a significant impact on your upcoming results.
Fortunately, using exact-match keywords isn’t as difficult as it seems. Below, you’ll learn about three proven ways to utilize exact match keywords in your campaign.
The shorter your positive or negative keyword match types is, the more impressions and clicks you’ll receive if you bid on it. However, receiving a lot of clicks isn’t always a great thing. Long-tail keywords are known for having nearly infinite variations.
Thus, if you were to target a bunch of different long-tail keywords while promoting a very specific service, you could waste your budget on a lot of irrelevant search queries/exact keywords.
When targeting a broad target audience, it’s always best to cast a large net in a small pond. Exact match keywords help to narrow down your focus if you’re targeting a large audience.
Wide reach can run up your advertising costs significantly. With exact match keywords, you can at least know that your ads will focus intensely on the most qualified leads for your budget.
Search intent is the context an internet user is looking for when searching for a keyword. Before trying out any exact match keywords, conduct a preliminary search and see what types of words appear in existing ads.
Do you see words like “purchase”, “buy”, and more, then you can potentially target internet users who are more willing to buy than window shop.
Becoming fluent in using exact match keywords isn’t difficult. Though, it requires much patience, experimentation, and a lot of time. If you lack all of these qualities, then it’s safe to say that you need help.
Contact us today to receive a free proposal and start growing your PPC campaign.
Businesses need a constant flow of reasonably-priced leads to stay ahead. Whether you’re building up a client base or maintaining steady work, lead generation strategies/lead generation marketing are a constant need. That’s why in this post, we’ll go over the best place to find business-to-business (B2B) leads—Linkedin through professional Linkedin ads management.
LinkedIn is the largest global professional network and the number one platform for lead generation. The social network is responsible for 97% of a business’s social media leads, making it 277% more effective for lead generation than Facebook and Twitter.
What sets LinkedIn apart from other social networks is its professional community of business-minded members for which it was designed. 4 out of every 5 LinkedIn members drive business decisions. This means a highly concentrated pool of potential B2B clients.
In this article, we’ll go over the benefits of using LinkedIn to generate leads or B2B leads and the best local B2B lead generation strategies.
Source: https://business.linkedin.com/marketing-solutions/success/lead-generation
LinkedIn is where professionals keep up to date on their company and industry. In addition to its 774+ million members, LinkedIn has over 57 million business and 120,000 school accounts. LinkedIn’s active user base of professionals makes it a goldmine for potential B2B clients.
Plus, LinkedIn offers a host of professional data and news feed product or service. Because it is geared toward business professionals, LinkedIn sits atop all other social media platforms for lead generation strategies.
Source: https://neilpatel.com/blog/linkedin-marketing-tips/
Generating B2B high quality leads on LinkedIn requires a good strategy. Here are some actionable steps to acing your approach to LinkedIn:
When done right, an attractive company page will draw in valuable business. To create a company page, log in to your LinkedIn account and click the “Work” icon in the top right corner. A drop-down menu will appear, at the bottom of which you’ll find a link to “Create a Company Page.” Press the link and you’ll be asked about your company type, name, details, and so forth. Creating your company page only takes a few minutes.
As you complete your profile, you’ll notice a “Build Your Page” progress bar at the top of the page. Make sure to complete your profile in full as completed pages get 30% more traffic.
Don’t only provide basic information and facts about your company. Structure your page in a way that leads to conversions. The tagline should immediately tell visitors what your business offers. The header image should be engaging. And the company description should include a clear and compelling pitch with calls to action (CTAs). Get straight to the pitch in the first two lines since LinkedIn hides the rest under a “see more” button.
Finally, keep your recent updates section filled with relevant, clickable content. An empty updates section shows that you are not engaged on the platform, and sales team-qualified leads will be less likely to trust you.
Showcase Pages allow you to segment your B2B leads for different products, brands, events, and more. Also known as affiliate pages, Showcase Pages are like LinkedIn’s version of a landing page.
Create a Showcase Page by clicking on the “Admin tools” drop-down menu in the top right corner. Then click “Create a Showcase Page” under “Reach.” From there, you’ll be able to set a showcase page name and URL extension.
Try to keep showcase page names short, so they are not cut off on the sidebar of your company page. Most of all, prime your showcase pages for conversion with succinct descriptions and CTAs.
LinkedIn has over 2 million groups where professionals with similar interests or industry background can share insights and make connections. Joining relevant and active groups is an easy way to grow your network.
You can find groups to join by searching at the top of the homepage. Look for groups that are medium-sized, big enough to be worth your while but small enough for you to be noticed. Keep in mind, LinkedIn only allows you to be a member of 50 groups at most.
After you’ve established yourself as a thought leader, you can even create your own group. This gives you extra admin rights to control who joins or leaves the group and to steer the conversation around a certain topic or industry.
No doubt, groups are an easy way to connect with others in a natural way without sending cold requests.
So far, we’ve talked about ways to attract high quality leads. But you can also actively seek out prospective clients on LinkedIn. Identify your ideal lead scoring by developing a buyer persona and then use advanced search to find them. A buyer persona is a detailed description of someone who represents your target customer/potential customers.
With LinkedIn’s advanced search, you can narrow searches by connection type, location, company, industry, school, language, and more. Plus, you can narrow search results incrementally as you go. That way, you don’t need to start a new search every time you want to tweak the search filters.
If you want to streamline your outreach efforts, save your search criteria on LinkedIn and come back for new search results later. LinkedIn will even send you email alerts when new people match your saved search queries. This can save you a lot of time and effort in the long run.
Of course, the purpose of LinkedIn is to make connections.
But don’t just try to connect with anyone. Strive for quality leads connections that are relevant to your business. Sometimes members try to connect with anyone just to get to the coveted 500 connections threshold, but it really doesn’t do you any good to have a bunch of mediocre connections and no actual leads.
So use the advanced search tactics outlined above to find your ideal clients. Always include a personal message with any connection request, so it has the best chance of being accepted. People won’t always accept requests from people they don’t know, so remind them who you are or tell them why they should connect with you.
LinkedIn is not only a networking platform but a publishing platform. You can publish content in regular news feed posts or full articles.
When you post, you can include a photo, video, event, or even a slideshare presentation. You want to keep these short and sweet because users don’t spend much time scrolling through the news feed.
To write an article, simply click on “Write Article” under the “Start a post” bar. You can then write a headline and the body of your article, which can include images, rich media, and hyperlinks. Articles should be around 300-1000 words with catchy headlines that draw the reader in. Once you’ve read the article over a few times and edited for mistakes, click “Publish” to share it.
With both types of content you can determine who will see it, whether anybody on LinkedIn and the web or just your connections.
As for what to publish, publish content that is engaging, takes on industry pain points, and shows your expertise. With enough effort and time, you can become a thought leader in your industry and clients will come to you.
Thought leadership is a major driver of LinkedIn funnel traffic. Consider the following statistics from LinkedIn:
Establishing credibility through daily content is a huge source of B2B leads. To make your voice heard, publish both under your company page profile and under your individual profile as someone representing your company. That way, you can maximize your content exposure on LinkedIn.
Use an editorial calendar to keep a steady flow of content. Try posting at least once a week but strive for once a day if you can. Eventually, your network will learn to look forward to your thoughts and insights.
Whatever you do, make sure your content always adds value to users. You should share innovative and original ideas backed by relevant data. Include visuals like infographics or high-quality leads and photos, anything to capture users’ attention. Discuss action plans that others can follow to show you have real value to offer. An excellent example of this is search engine optimization (SEO) guru Brian Dean. He’ll show off one of his accomplishments and then tell you how he did it:
Source: https://www.linkedin.com/in/brianedean/detail/recent-activity/shares/
If you can’t think of what to post about, check out the “what people are talking about now” box on the right side of the homepage for some inspiration. Try striking up new conversations by forecasting future industry pain points or digging into their causes. You can also always share other people’s content that you find especially helpful or insightful. Stay selective with what you share and users will come to appreciate your tailored taste.
Mention influencers to build extra credibility. Cite any conversations you’ve had with other thought leaders whose followings you want to tap into. This can mutually benefit you and them by merging your networks. So look for ways to collaborate with other industry leaders.
End every post with relevant hashtags. LinkedIn adopted hashtags from Twitter to categorize trending topics and improve searches. By including hashtags that relate to your client’s needs, you can attract potential customers or clients searching LinkedIn for that specific topic. But don’t overdo the hashtags. Otherwise, it may come across as tacky. 3 or 4 hashtags are enough.
Finally, don’t forget to reward user engagement on your content by liking and responding to comments and following up on any questions. The more you engage, the more likely users will want to engage with your posts.
Like other social networks, LinkedIn offers advertising on their platform. Though LinkedIn advertising is more expensive than advertising on Google or Facebook, it can also be more effective. Most LinkedIn users are already ready to do business. So your ads are already very targeted.
To start advertising on LinkedIn, first create a Campaign Manager account by clicking the “Work” icon in the top right corner of the homepage and then selecting “Advertise.” You’ll be asked for an account name, a billing currency, and a LinkedIn Page with which to associate the Campaign Manager account. Then click “Create account.”
The inbound lead generation Campaign/inbound lead generation process Manager will first ask you to choose from the following main objectives: brand awareness, consideration in form of visits and engagement, and conversions via the lead generation process. For the Business to business lead generation process, we recommend selecting conversions as your goal.
From there, you will choose your target audiences filtered by 20 different categories, including location, company, job experience, education, demographics, interest, and traits. You can even create custom audiences with LinkedIn’s Matched Audiences and lead generation tools.
There are four different types of ads to choose from: Sponsored Content, Message Ads, Dynamic Ads, and Text Ads:
Once you’ve chosen an ad type, you can determine how you want to fund your campaign. LinkedIn offers three pricing options: cost per send (CPS), cost per click (CPC), and cost per impression (CPM):
At this point, you can let your ad campaign go live. Track how it performs in the Campaign Manager and make adjustments as needed. You can edit your ads, refine your target audience, and adjust your budget as you go.
Advertising on LinkedIn can bring in a lot of B2B leads because it’s the network that most professionals use. It’s no wonder that B2B display advertising is projected to keep increasing from 2018 to 2021:
Source: https://www.statista.com/statistics/1256362/linkedin-advertising-b2b-us/
Besides advertising, LinkedIn offers several internal and lead-generation tools to help you manage B2B leads. Check out it’s Conversion Tracking and Sales team Navigator tools, for example.
On top of that, there are a host of other digital inbound lead generation tools available when it comes to Business to business lead generation. Experiment and find ones that work for you.
Generating B2B leads on LinkedIn is an ongoing process. But with an attractive company page and showcase pages, relevant groups, advanced outreach techniques, stellar content, and targeted advertising campaigns, you’ll have plenty of leads in no time.
If you need help managing your LinkedIn ad campaign, ppc.co can help. Our experts have years of experience using LinkedIn to generate leads. We offer provable return on ad spend, concrete reports, ongoing consulting, flexible plans and pricing, all with a personal touch. Contact us today for a free, comprehensive pay-per-click (PPC) audit and advertising assessment.
It’s an email no Google Ads user ever wants to receive: the dreaded “your account has been suspended” alert message.
It’s understandable to, well, freak out a little bit if you have Google Ads account suspended, particularly if the reason for the suspension is a violation you weren’t aware you’d committed. Quite simply, your Google ad campaigns may play a major role in your business’ success. Your own finances may therefore be in jeopardy if your account is suspended.
Fortunately, except in some specific instances, suspension of a Google Ads account isn’t necessarily permanent. There are various ways you can restore your account if it’s been suspended. This guide will explain them, helping you better understand what you can do to get your Google Ads accounts back up and running fast.
Although the primary focus of this guide will be on the steps you can take to remedy the problem if you have a Google Ads account suspended, naturally, your main goal is likely to prevent your account from being suspended in the first place. To minimize the chances that your Google’s Ads accounts will ever be suspended for any reason, carefully review Google’s applicable ad policies and Terms & Conditions. Also, remember that Google routinely updates certain policies, and you may want to regularly check them for any changes that may have been recently made.
Reviewing the relevant policies can also potentially help you determine the root of the issue if your account has been suspended but you’re not entirely certain why. While the email Google sends informing you that your account has been suspended will typically cite the reason, sometimes, it’s still not precisely clear how Google justified suspending your account. The reasons Google’s email may provide when explaining why your account was suspended are based on generic error codes (typically produced by artificial intelligence and machine learning engines) that may not be specific enough for you to thoroughly understand the nature of the issue.
Be aware that it’s possible your account was suspended through no fault of your own. For instance, someone could have hacked your account or site. If after doing so, they engaged in any behavior that violates Google’s ad policies, you may be the one paying the price.
The potential reasons your Google Ads accounts may be suspended are numerous. The following are merely a few noteworthy examples:
Google’s ad policies are designed to protect users. Thus, if you’re running ads that direct users to sites infected with malware or other dangerous software, your account may be suspended to prevent users from clicking on your ads.
Take immediate action if you have reason to believe a hacker added malware or unwanted software to your site. The presence of harmful malware or software won’t merely result in your Google’s Ads account being suspended. It can also threaten your data, any existing content on your site, and more.
Even if you didn’t intend to, you could have accidentally engaged in behavior that qualifies as “counterfeiting” affording to google ads policies, triggering an account’s suspension. For example, if you’re using your Google’s Ads account to market products that are extremely similar to others, you may need to either modify your ads or the products themselves to indicate you’re not violating any trademarks. Sometimes when a user markets products that are virtually indistinguishable from others, Google interprets their products as being counterfeit, when they may not actually be.
Google’s own policies aren’t the only rules you need to keep in mind when running ads! It’s also important to familiarize yourself with the laws of the areas in which you plan to advertise.
Sometimes, the laws regarding what you can and can’t advertise may be surprising. For example, in the UK, it’s illegal to advertise paternity tests. This is an easy law to break if you’re unaware of it. While you may assume you’re not doing anything illegal with your Ads account, the possibility of breaking the law without meaning to is one you should consider. Protect yourself by taking the time to research these issues before planning and launching campaigns.
You’re not always being “punished” when Google suspends your Ads account! There are instances when an account may be suspended in order to protect you in the long run. Specifically, if Google detects an unauthorized user trying to access your account, it may be automatically suspended to prevent a hacker from causing any damage.
The reason your account was suspended will to some degree affect what you need to do about the issue. Google’s policies make a distinction between regular violations and “egregious violations.”
You don’t want your account suspended because a violation was deemed egregious. Generally, while it’s possible to recover an account that was suspended due to a normal violation, if you’re found guilty of an egregious violation, Google usually won’t let you recover your account. Your best bet in these circumstances is to contact Google and (truthfully, of course!) show that the violation you’ve been accused of was the work of a hacker. Even so, you can’t be entirely sure Google’s team will take your side.
In the case of typical violations, though, you can restore your account in the following ways. Keep in mind, this isn’t a problem with a “one-size-fits-all” solution. The proper way to restore an account will depend on the reason it was suspended in the first place.
Your options include:
If the email you receive from Google explaining why your Google Ads account was suspended indicates your site is home to dangerous malware or software, invest in an effective malware-removal tool and clean your site up. If your account remains suspended even after you’re confident you’ve gotten rid of any and all harmful malware or software, you might have to contact Google to explain that you’ve fixed the problem.
Again, even if you didn’t mean to violate Google’s advertising policies or any local advertising laws, you may have done so simply because you weren’t aware of a law or policy. Luckily, after you’ve reviewed Google’s justification for your account suspension, in many instances, restoring your account is as easy as changing your ads or behavior accordingly. For example, if your account was suspended because Google determined one or more of your ads were excessively inflammatory, you can remove or change those ads to better align with Google’s standards.
It can be easy to lose track of your spending from time to time when running marketing campaigns. Depending on the size of your business, you might not even be directly involved in monitoring your spending most of the time.
Google might have suspended your Google Ads account or multiple google ads accounts because you haven’t paid for certain ads or a particular related service yet. Pay what’s due, and Google should restore your account promptly.
That said, you may want to reach out to Google first if you receive an email claiming your account has been suspended and won’t be reactivated until you pay a fee if you confidently feel you’ve remained up-to-date on all payment method. At the very least, check to confirm your account actually is suspended before taking any action. A scammer could have sent you a phishing email pretending to represent Google in order to rip you off.
Google may occasionally flag your account if it suspects that your credit card is being used fraudulently. Additionally, they view it suspicious when the same billing information is used for numerous accounts.
If Google suspended your Google Ads account because an unauthorized user tried to access it, you can fill out and submit a form to secure your account.
Depending on which country you’re in, you have to be a certain age to have a Google Ads account. Google may suspend your account if it’s discovered you don’t meet the age requirement. However, it’s sometimes possible to get around these requirements by creating a Google account with Family Link. This allows parents to exercise more control over which Google services and products their children can and can’t access.
Mistakes can and do happen. This is as true on Google’s end as it is on yours. Perhaps your account was suspended over a misunderstanding or a misinterpretation. Not every supposed violation of Google’s policies is actually a genuine violation.
If you have a suspended account & think your account was suspended improperly, Google offers a form you can submit to appeal the suspension. However, if you do choose to appeal your account suspension, be extremely careful when filling out the firm, and double-check all information before submitting it. If the submitted form contains any false information, the assumption will typically be that you knowingly attempted to deceive Google. The result? Permanent suspension of your Google Ads account.
It’s also worth noting that sometimes a valid and reasonable appeal will be rejected. Submitting the form to appeal your account’s suspension doesn’t immediately guarantee your account will be restored. If your appeal is rejected, but you genuinely don’t think it should have been, you can contact the Google Ads Team directly. Explaining the circumstances with an actual member of the team instead of hoping the person who reviews your appeal sees your side of the story can give you the chance to more clearly explain the situation.
Once more, though, be completely honest in any discussions you may have! Being caught in even a seemingly minor lie can make Google’s team unwilling to consider any of your other points or arguments.
Along with familiarizing yourself with all the relevant policies and laws regarding how you can (and can’t!) use your Google Ads account, you can also avoid account suspension in such ways as:
This may seem like a no-brainer, but if you’ve been running ads via a Google Ads account for a decent period of time, you might get complacent, no longer making a point of carefully reviewing your ads before submitting them for publication.
Don’t fall into this habit. Whether you create your own ads, or employees create them for you, before submitting an ad for publication, always carefully review it with the specific intention of looking for any issues that would qualify as violations of Google’s policies. If you even suspect an ad might cause problems, either modify it before submitting it, or check Google’s policies again to confirm whether you have reason to be hesitant.
You’re not the only person who may feel Google’s advertising policies are sometimes unclear. On Quora, Reddit, and many other platforms, there are numerous communities of users who ask and answer questions about Google’s ad policies and similar topics. If you’re at all confused about an issue, head to one of these communities and ask others for insights.
However, not every single member of such communities will necessarily be an expert, even if they claim to know what they’re talking about. Use your judgment when determining whether you feel you can trust any given member to provide you with accurate information. Obviously, you can also contact Google to ask a question, although you may have to wait a little bit longer to get an answer than you would on a forum or community page.
Installing a security plugin to protect your site from malware is never a bad idea. Additionally, create the strongest password possible for both your site and your Google Ads account, and periodically change your passwords to avoid unauthorized access.
Of course, hopefully you’ll never have to use any of the information here because your Google Ads account will never be suspended. Just remember that if it ever is, unless you’ve committed a major violation, restoring your account likely won’t be too complicated.
That said, it’s also very wise to learn from this experience! If you have a suspended account of Google Ads, make sure you thoroughly understand why, so you can avoid these types of problems in the future.
If you’ve done any kind of advertising through a Google Ads account, then you are already familiar with the Quality Score related to individual keywords.
That’s old news.
Did you know there is a lot more that goes on with Quality Scores if you do a little digging?
By understanding the intricacies of Google Quality Score, you’ll be able to improve your performance and see positive results.
But why should you care about Quality Scores? Here’s why:
Imagine you went into a library (remember libraries?) and asked for a book recommendation and the librarian just kind of gestured around and said, “any book.”
It would be frustrating and pointless and you’d probably never ask that librarian for recommendations ever again. No one could blame you.
We like things tailored to be relevant to our specific needs and interests. Similarly, Google prefers ads that are relevant to its users’ search queries. How do they know which ads are relevant? By the Quality Score the ads receive.
From your perspective as the advertiser, Quality Score matters because it is one of the two determining factors in determining ad rank.
A higher Quality Score means a higher ad rank and better results. Especially if you’re on a limited budget, increasing your Quality Score can mean optimized returns on ad spend. You’ll be able to beat out competitors with lower Quality Scores even if they have a higher CPC bid.
Who doesn’t like beating out competitors and saving money at the same time?
On the flip side, a low-Quality page Score can end up being detrimental to your account. It means lower ad rank which comes with less traffic and inferior return on investment.
If that doesn’t convince you of the importance of Quality Score, who knows what will.
So now let’s break down the many different kinds of Quality Score so you what’s what.
You didn’t think it would be simple, did you?
This is the standard Quality Score. Scored from 1-10, worst to best, it’s a measure of the performance of searches that are exact matches for your keyword.
The historic performance of a keyword will be the base of a keyword’s QS until it has crossed the impression threshold and achieved a significant number of impressions (thousands). At that point, its performance in your account specifically will then be key.
In your account you can view Quality Score, expected CTR, landing page experience, and ad relevance as well as historic versions of all these metrics. Use them as a guide to gauge the success of your campaign.
Don’t like what you see?
Make sure your keywords aren’t too specific. Consider loosening restrictive match types. Boost bids or budgets to increase your impression share. The numbers should help you decide what the right move is to start seeing better results.
An ad campaign always ends up being a complicated balancing act of many different plates. Sometimes one is going to have to require more attention than the rest but you want to be able to determine which one so you can act accordingly. Don’t want any plates smashing on the floor now do we?
Ad group Quality Score can help direct you to the areas that need attention and improvement in your campaign.
It’s easy to let a low keyword QS pull your eye but if it’s in an ad group with a high average and you have another ad group with a much lower, is it really the best use of your time to focus on that one keyword QS?
It’s up to you but something to think about.
Just like it sounds, the account-level Quality Score covers the historical performance of every keyword and ad in a given account.
The factors that will bring this QS down are many low QS keywords and low click-through rate ads that have performed poorly. Each additional keyword you introduce will also start at a lower Quality Score, compounding the problem.
Older accounts will fare better in account-level Quality Score and as such, it may take months for efforts to improve QS to take effect. Stick with it and the results will come.
Click-through rate is key to determining the ad-level Quality Score for ads in each of your ad groups.
An abundance of low CTR in your ad groups will lead to a low Quality Scores since Google will consider each ad in your score calculation.
If you want to boost this quality score, you can include Dynamic Keyword Insertion (DKI) in your Search Network campaigns. This can improve the click-through rate by making ads look more relevant to users’ searches.
It shows the exact search in the ad (if within the ad character limits) making it a potentially useful tool. Still, watch out for ads with high CTR but low conversion that could be hurting your ROI.
The landing page. It’s like the foyer of your website. The first impression you make on viewers will very likely determine how the remainder of the interaction proceeds.
So make sure you aren’t putting ugly wallpaper in your foyer, okay?
A quality landing page is important to Google because it shows a website is useful and easy to navigate, just like users want. It should be important to you, too, because it can be a key way to transform viewers into customers,
The landing pages Quality Score will tell you if there’s a problem with your landing page and you should take that seriously. It’s not openly available, but you can find it by hovering over the speech bubble for a keyword’s QS.
Real people will be evaluating your landing pages multiple times so think of what you would score well if you were them and try to include those things.
The Display Network Quality Score isn’t the same as those on the Search Network.
Your Display Network QS is tied to the bidding option you chose. A campaign utilizing the CPM model will have a QS based on landing page quality. A CPC bidding-based campaign will have a QS that factors in landing page quality but also the historical CTR of the ad.
That’s all to say that some trial and error is the right move here.
You can improve your CTR by experimenting with image ads and responsive ads and their placement. Once you find the right ads on the right sites, your score and your success will improve.
For easier management, separate your Display Network campaigns from your Search Management campaigns.
Google says that mobile Quality Score is calculated the same way as any device platform. One minor difference, though, is that the distance between the business and the user is taken into consideration, when possible.
Again, separation can be helpful. Separating a campaign that targets all devices into mobile and desktop campaigns may increase your Quality Score. If nothing else, it might give you some greater insight into each Quality Score.
And that’s all the different types of Quality Scores. A breeze, right?
There’s a lot to know about Quality Scores but somehow there’s just as much that you shouldn’t know or believe, anyway. Don’t get caught up in any of the following misconceptions about Quality Score:
You would think this is true but Google will adjust according to differences in ad position.
Since Google doesn’t want a self-reinforcing cycle where ads with high positions naturally have a higher click-through rate and thus get a higher Quality Score and rank higher and so on and so on, their formula breaks this up.
This was mentioned earlier but these Quality scores are independent of each other. One decreasing won’t pull the other down and likewise, one increasing won’t pull up the other.
The criteria are different and the networks are, too. Focus on each of them separately based on the factors that control them. It’ll save you some headaches.
Your Quality Score doesn’t go down just because you pause ads or keywords. It doesn’t affect the QS at all because that’s based on performance.
The ads aren’t active so they’re no performance to be graded on and make the Quality Score decrease or increase. It gets paused, too.
Here’s a list of things you should do to avoid or improve a low-quality score
Speaking of account audits, you may need a professional to help you will all this.
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