By Lauren Kade
Mar 23, 2011
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The second day of SES New York is heading to a close, and I’m at my last session of the day, “Ads in a Quality Score World.” The session discussed exactly what goes into making up a quality score, and gave tips on increasing relevancy.
Speakers in this session were:
What is Quality Score?
The framework for managing the ecosystem between searchers, advertisers, and engines.
Why Does Quality Score Matter?
What Effects Quality Score?
How Do I Improve Quality Score?
Tips and Tricks
1. Target Less Than Eight Unique Keywords per Ad Group
The smaller the ad group the more relevant! And once you have more than eight keywords, it becomes very difficult to include all the keywords in an ad.
2. Don’t Forget About the Landing Page
Does it load quickly? Does it have a lot of content? Is there a good density of keywords in the content?
3. Call Things What They Are
What language is your target audience more likely to use?
4. Build Your Negatives
Do a search to discover irrelevant sites and add the meta keywords from those sites to your negative keyword list.
5. Change and Check Locations
Where are you targeting?
6. Use Search Query Reports
They are a great source of keywords both negative and positive.
7. Broad Match is for “Head” Terms Only
The majority of ads should show for exact and phrase match keywords.
8. Incomplete Searches
Add them as new keywords! (Frederick Vallaeys from Google later said this shouldn’t be necessary since Instant Google isn’t designed like that, it should automatically fill in the rest of the phrase)
9. Build for What the Engines See
10. Don’t Ignore Other Metrics Like ROI
The Holy Grail: A Score of 10
Quality scores of 10 is normally only seen with keywords with disproportionately high click through rates, normally around brand terms. So basically, get used to 7s and 8s!
Lastly, always test ads! By testing ads, you can optimize and “mutate” your account into the best possible account – able to go the distance.