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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:

  1. Improve Your Google Quality Score - arrange your keywords, ads, and landing pages into tightly defined ad groups.
  2. 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.
  3. 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.
  4. Integrate Merchant Datafeeds Into Your Landing Page - datafeeds create unique landing pages for every product in your portfolio.
  5. 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.
  6. 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