The most difficult (and most frustrating for some) part of Google Adwords is dealing with the quality score.
The quality score is a way for Google to keep a high “quality” advertising network. It punishes people for being dishonest and stupid.
So if your website is selling chiropractic services, you are going to pay a lot more for running ads that only talk about back surgeries and don’t mention chiropractic. In many cases you will pay 10 times more!
Therefore, you do not want to make Google mad when it comes to quality score.
Let’s look at some things you can do to raise your quality score…
1. Make sure your keyword is in your ad headline. This means if your ad is about back pain, you should have the word back pain in the headline for sure, and possibly the first line and the domain name. That means in this example, don’t write an ad all about chiropractic and not mention the keyword “back pain”. Google will just think your site has nothing to do with back pain and make you pay a lot more for these bids.
2. Use ad groups in your account. We looked at this one above.
3. Use your keyword in your headline on your landing page. Continuing our “back pain” example above, if your site is really about “back pain”, then you should have that phrase prominently on your website somewhere right? If you don’t, another strike against you in Google’s book. More strikes = higher bid prices.
4. Make sure your landing page or main website loads fast. If your site loads slow, and Google’s searchers are going there, then it can make Google look bad. Would you refer one of your patient’s to a restaurant where the service was slow?
5. Use items on your landing page that makes the visitor stay longer (video,
audio, etc). The longer people stay on your site, and the more pages they visit, the more relevant Google thinks your site is to that keyword. If people go to your site after clicking your Adwords ad, and then click the “back button” immediately, that’s going to lower your quality score.
7. Put a link on your landing page that links to another website with a lot of
content (your blog!). This one is a big factor of quality score. Basically, the more pages you have on your site (or a site you link out to) that is relevant to a keyword, the better off you are. So for the keyword “back pain”, you can’t just have a small website with very few pages about back pain. This is why the blog is so important, because it gives you an “article database” of information to link to, some of which will be about “back pain”.