How can you improve your quality score for key search terms?
Start by understanding how Google determines quality scores.
The higher the click-through-rate (CTR), the higher the quality score is going to be.
There are two ways to improve CTR. Improve the ad, or improve the keywords.
It’s difficult to get a high CTR for a search term that is very general. Most searchers are going to be looking for something else.
Regardless, you can use negative keywords to reduce useless searches (and useless clicks!). You can run your ads in a more targeted geographical area, to a more precise demographic, run only at certain times, or fine-tune the networks it is running to (sometimes we turn off Google’s search partners, for example).
You can also narrow the match type from broad to modified broad, phrase or exact match.
All that is well and good but a badly worded ad can waste a high percentage of your impressions.
ALL the rules of advertising apply to your click ads. They need to be noticed, to interest the prospective customer and to create enough curiosity and trust so they click on YOUR ad.
One of the great things about Click Ads is you can test and measure and improve your ads over time. And not much time at that.
There is no venue where you can fine-tune an ad faster and better than with click ads. That’s so true we use them as a research tool with the results then used in our organic search work and other marketing efforts.
More to come on that.
Google Click Ads – Quality Score
