Itâs not so easy any longer. Advertising competition, and Googleâs relentless dedication to providing searchers with relevant results, means that you need to continually optimize your Google Adwords campaigns.
Google is Evaluating You
Google continually monitors the performance of all ads, keywords, and landing pages in their AdWords system to reward high quality ads and encourage advertisers to improve upon low quality ads. If you havenât been paying attention to your campaigns, itâs time to take a look. You may be surprised to notice that you are suddenly paying a lot more for your clicks.
What is the Quality Score?
While exactly how well your individual campaign is optimized remains a bit of a mystery, Google does tell you what factors are considered in the quality score they assign to your campaign. How you implement these factors is left up to you. Writing effective ads and landing pages that closely support your keyword ad groups is a tricky balance of art and science.
Google uses a Quality Score formula to measure the quality and relevance of your ads. This Quality Score determines your minimum bid for keywords and ad rank for the AdWords auction.
Quality Score = (keyword's CTR, ad text relevance, keyword relevance, landing page relevance)
Your score is determined by your keyword click through rates on Google, the relevance of your ad text, keywords and landing pages and the historical performance of your AdWords account. The higher your Quality Score, the less you will pay for each keyword click and the better you will rank.
Why the Quality Score Matters
Itâs becoming expensive to neglect your AdWords campaigns. The best way to maintain a high-quality, cost-effective campaign is to ensure your ads have a high Quality Score.
If you are a guerrilla marketer youâll need to write really effective ads and have relevant landing pages to avoid paying more for each click. Deep pocket marketers need to optimize as well to get the top ranking exposure they are after.
The best way to manage your Quality Score is to keep an eye on the statistics in your account, monitoring your CTR, keyword status, conversion rates, and CPC, so you can make adjustments. Optimization is an ongoing process.
While Google AdWords offers a great ROI for most marketers, you now need to be sure to budget resources to manage your campaign and design landing pages. This can be done in-house (Google has great online training), or you can turn your campaign over to an agency or consultant.
The rewards of Google advertising are still high, itâs just going to take more effort to stay on top.