Google Quality Score
Late 2005 the “Google Slap” turned affiliate marketing
campaigns on their heads. After successfully running campaigns based
on single landing pages, known as sales letters or minisites, one
day they awoke to find this message in their Adwords account:
"Keyword(s) are currently inactive for search. Increase quality
or bid $10.00 to activate"
Panic!!!
After spending hours reading Google’s official help guide,
they were more confused than ever and blogs were buzzing with every
gurus interpretation of the new Google Quality Score.
To avoid having your PPC campaign disabled by random quality score
updates, follow these simple guidelines:
- Improve Your Google Quality Score - arrange
your keywords, ads, and landing pages into tightly defined ad
groups.
- Grow Your Keyword List Exponentially - start
with a core set of keywords - your “seed” product
keywords, then expand this list by adding suffixes to identify
models, parts, features, locations etc.
- Use Laser Targeting - Using highly targeted
keyword phrases, rather than single keywords helps to filter out
window shoppers. It is well proven in search engines that those
who know exactly what they want use 3-4 word phrases rather than
single keywords. This results in better conversions and higher
profits.
- Integrate Merchant Datafeeds Into Your Landing Page
- datafeeds create unique landing pages for every product in your
portfolio.
- Maintain Keyword Density Into Your Landing Pages
- Create a custom landing page for each of the keywords in your
ad groups - having tightly matched keywords is a key factor in
the quality score.
- Track and Test - You have to know what is working
and what is not.
Tools that will help with this include:
Keyword Elite - to generate keyword lists, and
analyze keyword effectiveness
Speed PPC - developed especially to support PPC
campaigns. For review on Speed PPC
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