Article Advise

submitted: Aug 20th 2008 | by: BrianBasch | Total views: 1 | Word Count: 500 | |

Nearly every user of Google Adwords is very aware of the quality scoring of keywords. In fact, every single keyword is assigned a quality score. As calculated, this score is meant to portray the relevancy of your advertisement and destination to your keyword.

Perhaps nothing affects your adwords account more than your quality score. This score influences your minimum bid amount and your ad position for each keyword in your account. Because ad position and pricing are so crucial to the success or failure of your efforts, comprehending Google's quality score is a necessary evil.

In order to try to keep ads related closely to what the user is searching for, Google decided to introduce the quality score to adwords. Ideally, users will experience a better result if the advertisements displayed next to their queries are closely related to their area of interest. This is both logical and a bit idealistic: as any algorithm-driven ranking system is bound to have some problems with understanding every single keyword.

The published components of Google's quality score are the following:

1. The relevance of the keyword to the ads in its ad group. This factor results in the need to tightly and efficiently group your ads together, as throwing several hundred keywords into one ad group will often result in higher minimum click costs and lower ad positions.

2. A keyword's past performance on the Google.com website. Google wants to provide a benefit to continuously improving advertisers and this aspect encourages just that. If you are not making constant refinements to your copy for a given keyword, it will end up costing you in the form of a lower quality score and high bid prices. This makes having useful and creative ad copy a necessity.

3. Past performance of you whole adwords account. Not surprisingly, Google looks at your entire account's history as a component of your quality scoring and bid pricing. Because of this, it highly recommended that you work to optimize and enhance your account's campaigns in order to reap the benefits that can bring to your advertising expense.

4. Your landing page's quality. Your visitor is sent to the destination page by Google, thereby becoming Google's customer, and Google wants to please their customers by ensuring that the page is related to what their user is looking for. This element is pretty subjective when compared to other quality score factors, however it is an important element of your quality score. Driving visitors to pages that are closely related to their search query will likely help them find what they are looking for quickly. As such, you get rewarded for giving Google's customers what they want.

When you get right down to it, learning about and optimizing for Google's quality score system will only benefit your advertising efforts. Lower minimum bids and higher ad positions directly drive your return on investment higher, and are justifiably worth working towards.

About the Author

Brian Basch has over 4 years of pay per click management expertise. He will lead you step by step in your pay per click advertising utilizing the exact same pay per click tactics he uses all the time. Find out more at http://www.propayperclickmanagement.com/

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