Keywords are the gateway in PPC advertising that connect your business to prospects. But, how do you find keyword niches that are profitable?
In this free webinar presented by Compete and ClickEquations, you’ll learn 2 unconventional keyword research techniques
- Competitive Intelligence – Discover which words are driving traffic to your competitors sites and which ones drive engagement.
- Search Query Mining – Uncover the real words people use before they click on your text ad and stop irrelevant clicks
You’ll leave with actionable tips and free tools you can use immediately to improve your PPC campaigns. Space is limited. Register now!
We have a few questions left from last week’s Quality Score webinar (watch the replay) with Bryan Eisenberg. The first batch of 10 Quality Score Questions/Answers are here, and the second batch of 10 more Quality Score Questions/Answers are here.
Any more? Post ‘em in the comments.
Q: Does using the keyword in the title and description and URL produce a high Quality Score?
A: Repeating a keyword in the text-ad and landing page and yes even the URL (not often possible certainly does produce a part of the relevance that delivers a good Quality Score. But remember that CTR is the most important attribute, there are other components too (like load time etc.) and almost certainly the relevance calculation is somehow more complex. So nothing other than doing everything right (with everything being a set of things and measures we don’t know) will guarentee a high Quality Score
Q: What is the most optimized landing page in terms of Quality Score?
A: One that is perfectly relevant to the keyword, search query, and text in the ad, and gets people to stay (low bounce rate) and probably move forward (another click if not a conversion). Beyond that, nobody knows.
Q: Can high impression low Quality Score keywords impact low impression keywords?
A: Yes. Their are overall Quality Score for an Adgroup and for the Account components which impact everything. This is why improving or removing low CTR keywords and text-ads is important to overall and broad Quality Score.
Q: How many impressions should an ad get before evaluating it’s CTR?
A: It depends upon margin of error you’re willing to tolerate. A simple calculation for the margin-of-error in any sample size can be calculated as 1/SquareRoot-of-Sample-Size. So, with 100 impressions your margin of error is 1/10 or +/-10%. For an ad with a CTR of 7%, this is clearly an unacceptable margin of error. For a brand keyword/ad where CTR is in the 40-50% range, this margin of error is probably acceptable. A good general guideline is that brand ads should probably see something on the order of 100-150 impressions and that general ads should see at least 200-300 impressions before making any meaningful decisions. More impressions yield even greater confidence levels.
A cornerstone of High Resolution PPC is the fact that there is a true but over-simplified view of just about every aspect of paid search marketing.
With Quality Score, the popular notion is that there is one single specific metric calculated based on a few simple variables and attached to each keyword in your Ad-Groups.
Google fosters this impression, but a careful reading of their materials (and the comments of some very knowledgeable folks) suggests it’s not that simple. There are a number of different Quality Scores or QS components which are calculated independently and used separately or collectively in different situations.
And these scores aren’t static. Quality Score is computed in real time for every search. The calculation is based not just the keyword but on the unique combination of search query, keyword, the text-ad selected, the searcher’s geography, and other variables.
While we don’t know everything about the Quality Score calculation(s), we can rank and summarize the main influencers:
- CTR is by far the largest factor, and considered at many levels – from the historic overall average CTR of your account, to the CTR of the Ad-Group the keyword is in, to the recent CTR of the specific query-keyword-textAd combination.
- Relevance is important – this requires you to keep tight topical and even literal groupings for your keyword within an Ad-Group and ensure that the specific terms (or clear & common synonmns) appear within each matching text ad and on the target landing page.
- ‘Other Factors’ are also considered although they probably play a generally minor role – these include the geography of the user (do you’re ads get higher CTR’s in FL, you’ll get a higher QS for FL searchers), the load time of your pages, the content on and linked to your landing pages, and more.
Around these basics there are a lot of details to chase down and act upon.
But the basic lessons should be learned first.
- The impact of Quality Score on your campaigns in enormous. Even without knowing exactly how it’s being calculated or applied, we need to understand the general goals of Quality Score and execute our campaigns accordingly. Selectively or occasionally doing these things isn’t going to to work.
- Quality Score rewards things you want to do anyway. Do not tolerate poor performing click-through-rates. Narrowcast your Ad-Groups from query to landing page. Treat your visitors with respect. Doing the basic right takes you a long way, and yet of the hundreds of accounts I review each year, very few uniformly get these things right.
Applying these lessons in a rather simple fashion could in many cases deliver excellent Quality Score results.
Want a quick-fix Quality Score strategy example? Try this:
- Go through your Ad-Groups, look at the text-ads that are running. Delete any ads getting CTRs 50% lower than your top performers.
- Go through the keywords in each Ad-Group. If there are keywords getting performing 2X worse than your average CTR, pause them or move them to a new ‘Rehab’ Ag-Group.
- Visit your landing page. Think like a prospect and fix anything that would stop you from understanding, trusting, or moving forward.
To learn more about Quality Score, and hear a more detailed approach to applying the deep facts to improving your campaigns, attend our Quality Score Webinar today (Tuesday Nov 25) at 12:00 EST.
Quality Score does three things for Google:
- It acts as a bozo filter to limit or prevent ‘undesirable’ ads and advertisers
- It acts as a ‘preferred customer program’ to reward top performing advertisers
- It provides a ‘secret sauce’ that ensures nobody knows how/why certain ads are run at specific times for certain prices.
The first two are rather straightforward. These are the aspects encompassed in the ‘improving everyone’s experience’ description and rationale Google generally gives for Quality Score.
But it’s the last one that has real impact on paid search marketers.
Quality Score is Google’s way of passing judgement on and rating a number of different aspects of your paid search campaigns.
This rating is then used to make value judgements about your suitability to advertise for any particular keyword at any particular time.
And to manipulate everything the concept of auction was supposed to tell you about bidding for keywords. Yes there is an auction going on, but it’s happening in an environment where everyone has a different multiplier on their money. Some are positive, some are negative.
Imagine placing bids on ebay when you had no idea the conversion rate that was going to be used to turn your dollars into the local currency of the seller. And what if when looking at the bids or relative order of other bidders, you had no idea what conversion rate had been applied to their bids. How would you bid in that environment? Quite differently than in one that was open and transparent, that’s for sure.
There is a lot we know about Quality Score, and a lot that Google just isn’t going to tell us.
This week both in blog posts, tweets, and most prominently in a Tuesday afternoon Webinar with Bryan Eisenberg, we’ll explore Quality Score in all its aspects.
These will include the practical – what is it, how does it effect your campaigns, and which changes should you make to control and take advantage of it – but will also cover the more philosophical issues of transparency and fairness.
If you haven’t yet, please sign up for the Tuesday Webinar. And in any case, welcome to Quality Score week.