Posts Tagged ‘queries’

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.

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 Elite – Worth the Money, or Not?

This is my unvarnished review of Brad Callen’s “Keyword Elite”.

People in the know, are finding that it helps using Keyword Elite for their critical keyword research.

Personally, I have used SEO Elite, Keyword Elite and am, now, trying Brad Callen’s brand new product, “Affiliate Elite”. I have found them all perfect for my needs.

Why? Because they all work, for me!

As you know, there is so much hype surrounding most products pushed on the internet and a goodly number of their sales pages appear almost as long as “War and Peace”, but Brad Callen always over-delivers on his useful products and they well worth their highesh price. Backup has always been excellent, so if you’re stuck, help is soon on its way to you.

At this time, Keyword Elite lists five project modes. I’ll take a crack at them them one at a time and give you a very brief assessment of their points.

1. Create A keyword List

2. Analyze Pay Per Click Listing

3. Select A Keyword List

4. Analyze Keyword Competition

5 Spy On Adwords Competition

Project 1 – Build a keyword listing: If you prefer a large keyword list, Keyword Elite makes it easy. Simply enter a primary keyword, or phrase and choose the search engines. Keyword Elite creates a keyword list, varying in size from 100 to 10,000 keywords, from Google, Yahoo, Meta Tags. Plus misspellings, if you would like to put them in. Keyword, WordTracker, or Discovery, may also be searched, if you have an account with either. Or both.

A word of warning A very large list, such as 10,000 takes time to generate. Can take a day, or more. This was included to prevent you from being banned, by spacing the queries, as overuse of automatic keyword mining has messed it up for others. Don’t let it bother you at all, as you don’t have to wait until the end before starting work on your masterpiece.

Project 2 – Analyze pay-per-click listings: Also dead easy to use. Just pop in your keywords, then find the most suitable of the search engines. Again, results may take a little while. Instead of sitting around waiting, go into Report View and workyour little tail off there. Take a look at: Searches, KEI, Total results and searches, cost of Adwords clicks. Campaign numbers Adwords, Enhance, Miva and Yahoo. Stacks more for you there.

Project 3 – Select a keyword list: Jolly good way to save scads of time. Really a dictionary of phrases and keywords. 40,000, plus, lists will appear for you. Keyword Elite will format your keywords for broad, phrase and exact matches.

Project 4 – Analyze keyword competition: Keyword Elite gives you keyword information for the top 10 sites. Great to find potential partner web sites.

Project 5 – Spy on AdWords competition: Another great way to makemore money from your PPC campaigns. Find the most profitable advertisers and rework their advertisements.

In Keyword Elite, you can easily move your gleanings, from one project to another. This, of course, saves you even more time.

This critique has, of necessity, been brief. You’ll find more, really exciting details about Keyword Elite, including five great step-by-step videos, giving you a better idea how it all comes together, by following the links in the Author’s Details, below.

Cheers,

Ray Cunningham.