adwords keyword

Optimize Ad Campaigns Using Adwords’ Keyword Quality Score

If you’re a PPC (point-per-click) ad practitioner, creating new ad campaigns using Google’s Adwords tool is as easy as ABC.  All it takes is loading your ad’s keywords using the Adwords Editor and creating ad texts based on them.  After reviewing the ads and setting bids, your PPC ad campaign is ready for launch.  Each keyword will automatically gain a Quality Score that will affect how well your PPC ad campaign fares from then on.

Quality Score for Ad Relevance

Adwords’ Quality Score for keywords measures the relevance of a PPC ad to search queries made by users online.  For example, a user who searches for “ppc” as the keyword will be given a list of search results of PPC web sites.  When the user clicks on any of them, any Google ads on the page will be about PPC or similar keywords.  The ads in the page entice users, who are interested in the subject in the first place, to click on them to know more about similar topics.  When users see the PPC ads on the page, or click on them, the advertising was successful, and the keyword used to advertise is rated accordingly.

The Quality Score for keywords is an important metric in Google’s advertising system, benefiting users, advertisers, and website publishers alike.  Without the Quality Score, ad relevancy is not assured, and displayed ads will not match the needs of users, leading to a failure in advertising.

Quality Score Calculations

Every time there is an ad keyword matched to a search query, the Quality Score for the keyword is calculated, because this means the keyword can bring about an ad.  Quality score is calculated using the CTR of click-through rate, which is the quantity of clicks that the ad receives compared with the number of times that the ad was shown (or what is known as “impression”).  Well-targeted keywords have higher CTRs than general keywords, as well as a well-crafted PPC campaign.  A high CTR leads to a high Quality Score.

A keyword’s initial Quality Score is derived from how well it performed for other advertisers in the past.  Adwords has a monitoring system in place that tracks each keyword’s performance in previous PPC ads.  A base score is then derived and is the keyword’s initial Quality Score for new PPC ads.  How it performs from then on will either lower or raise the Quality Score.

Leveraging Quality Score for PPC Campaigns

Since a high Quality Score means that the keyword performed effectively for other advertisers in the past, Google places a premium on advertising cost for such keywords.  Knowing that a group of keywords for your new PPC campaign has low Quality Scores should tell you whether to redesign the campaign or not.  A poor Quality Score means past advertisers did not do well with the keywords, but a high Quality Score also means that many advertisers are launching their own PPC campaigns with these keywords, offering stiff competition.

Deciding on improving a keyword’s Quality Score means optimizing the Adwords campaign account, setting up descriptive ads and ad groups, and aiming for closely related keywords for all groups.  A sound PPC campaign strategy to optimize Quality Score is also aided by the Keyword Analysis tool that can suggest ad optimization in landing pages, ad copies, and other performance enhancement activities.

Keyword Density – To Get Your Website Search Engine Successful You’D Better Get This Right

Keyword Density is a very important area if you want to get your website highly ranked in the Search Engines. So, what is Keyword Density and how can it be calculated?

Keyword Density is the ratio between the total number of words contained on a web page and the total number of times a particular keyword is used. It usually varies among Search Engines but it should be in the range of 2-8% for that specific keyword. However, 4-5% works best in this day and age.

Here are some suggestions on how to place your keywords on your website to make your Keyword Density be more favorable for Search Engines:

Place the most important keywords at or near the start of the web page. You should also try to begin your sentences with a keyword as well as have the main keyword in your Title. However, sometimes this isn’t possible, so if the keyword doesn’t flow in the sentence, just add it somewhere else on the webpage. Do not put the same keyword into your web page repeatedly just to increase your Keyword Density or you can be accused of spamming. Your web page and even your website may be rejected and even be banned by the Search Engines for this offence. On the other hand, a Keyword Density that is too low will not lead to high ranking on the Search Engine. If the Keyword Density Ratio isn’t around 5%, don’t worry. The most important thing is to have good, clear content that reads easily and makes sense. Some people actually add extra small paragraphs with added keywords to obtain the proper Ratio. This can be a good thing if it’s good content that they add because Search Engines love new, good content. Avoid using the keyword twice in the same sentence. It usually just makes the sentence very confusing and not free flowing. Remember, there are other, better places on your web page where keywords can be placed to increase your Keyword Density.

Keyword Density is an important parameter for your web page or article. If your’s is too high or even too low, it could have a big effect on getting a high ranking on a Search Engine.

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Sharon Zolna is an author of numerous articles as well as being an instructor of website creation for an online business and other related fields. Please visit her website at: http://www.newwebsiteteacher.com and sign up for frequent tips on creating your own online business website.

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