Setup Impacts Quality Score

To set up a new Adwords account you have to understand how Google calculates Quality Score. The decisions you make during setup will ultimately determine what kind of Quality Scores your account earns. Be conservative initially to ensure the account gets off on the right start. Here is how we do it.

No Accidental Positioning, Please!

Denver PPC Management likes to classify position targets (whether they are used as guidelines or in connection with Adwords’ Position Targeting feature) as follows:

• Ad Position One Point Oh! (loosely = ad position 1 or 2)
• Above the Fold (ad position 3 to 5)
• At the fold (ad position 4 to 7)
• Below the fold (ad position 5 to 9)
• Lost in space (ad position 10+)

Deleting Keywords Destroys Value

If you delete keywords and add them back, you may be destroying value. Aside from this, you’re most certainly destroying history. It’s not that you should never delete keywords, but if you’re going to delete them, make sure you have a valid reason for doing so.

Deleting Ads Can be Costly

If you understand how Google calculates Quality Score, then you may know that an account can build Quality Score Equity over time. Much of this Quality Score Equity is stored in your ads. If you delete your ads, then you will destroy some of your Quality Score Equity. Not sure what that means? Just walk over to the toilet, drop in a couple of bucks, and flush. That’s what destroying Quality Score Equity means for an advertiser.

Don’t Let the Sun Set on Inactive Keywords

Don’t ignore inactive keywords. When I find a new account full of inactive keywords, it’s my first clue that the account has been poorly maintained. Google marks keywords inactive when your cpc bid falls below the minimum CPC for the keyword. Read on to find out about the causes of inactive keywords, and to learn how to solve inactive keywords.

Tangible Improvements

Monitor Quality Score at the keyword level. When you encounter poor scores, abandon the phrases or improve the scores! Poor quality scores for keywords drag down the performance of an entire pay per click account. Here are some tangible things you can do to optimize quality scores.

Kaizen Ad Performance

This is the second in a series of specific things you can do to improve the performance of your PPC account. As mentioned in the previous post, if you wish to improve the performance of your account, improve your ad text!  Studying your ad space is a great way to see how your ads stack up against the competition, but you should also study your own ad statistics to see which ads are performing best, and which ones require improvement. This is loosely referred to as ad split testing, and there are a number of ways to perform it. The most important thing is simply that you do it continuously.

Make Your PPC Reports Beautiful

Regardless of how ingenious your recommendations may be, clients cannot be impressed with a report that looks like it has been thrown together by a 12 year old, who had a burrito in the microwave.

It’s all about the Ads!

This is the first in a series of specific things you can do to improve the performance of your pay per click account. Sometimes with all the fancy tools we have for managing pay per click accounts, we forget about the basic fact that what we are doing is advertising. You want to improve performance? Write better ads!

KAIZEN PPC!

Don’t think of PPC Reports as just some monthly documents you send around to clients each month. Think of them as the catalyst for improving Return on Ad Spending! Custom PPC reports are all about the process of summarizing results and brainstorming each month to find ideas for the coming month to improve results. Get it right, and your PPC Reports will become the driving force for KAIZEN PPC. Go, go, go!!