Having low quality scores in your pay-per-click advertising campaigns can kill their effectiveness. If Google doesn’t consider your ads relevant and it’s costing you lots of money, here are five steps you can take right now:
#1: Use Smaller Ad Groups
With smaller ad groups, it’s easier to align search phrases with ad copy and landing page combinations. That leads to higher quality scores and more conversions.
#2: Bid for Higher Positions
It’s no secret that the top three paid search positions get the most views and the most clicks. Consider temporarily raising your bids to improve your click-through rate (and by extension, your PPC quality score).
#3: Tweak Your Landing Pages
Google wants to see the same keywords you’re bidding on represented on your landing pages. Tweak them to make sure they are as relevant as possible.
#4: Screen Out the Wrong Buyers
By using negative keywords, you can screen out searchers who aren’t likely to click on your ads. This raises click-through rates and quality scores at the same time.
#5: Kill Off Losing Ad Groups
If you have ad groups that just aren’t performing, consider pausing or deleting them all together so they can stop dragging down the rest of your account.
It’s almost impossible to run a profitable pay-per-click campaign without high quality scores. So follow these five tips and see what sort of difference they can make in your bottom line.