What are your 3 most effective strategies for improving Quality Score? What an excellent question you’ve asked. Quality Score is one of the biggest problems AdWords advertisers face and without doubt, the only way of improving it is through relevance – let me explain:)
1) Relevant Keywords
You should choose only those keywords that are related to your niche and divide them into small ad groups, containing no more than five to ten closely related keywords.
For example, if you are selling widgets, then phrases like ‘blue widget’, ‘buy blue widget’ and ‘blue widget sale’ belong together. But phrases like ‘green widget’ and ‘best yellow widget’ belong in their own ad groups of closely related keyword phrases.
2) Relevant Ads
Your ads need to relate closely to your keywords. The easiest way of achieving this is to ensure that your main keyword is included in the ad title and once in the description.
If you can also include the keyword phrase in the display url and the destination url then that’s even better. But space and website restrictions can often make that difficult.
Should you have two or three keywords in the same ad group that could easily be your main keyword, then consider splitting them up, putting each keyword into its own ad group.
Remember you want your ads to reflect your best keywords and you can’t do that if you’ve got multiple very popular keywords in the same ad group. See also the Tupperware article here.
3) Relevant Landing Page
Making your landing page relevant to the keywords in your ad group doesn’t mean you have to include every keyword phrase in your text and it doesn’t mean you need to flood your landing page with all your most popular keywords either.
For best results, design an individual landing page for each of your ads. This can involve a lot of work, but it also allows you to create a strong focus in the landing page for your main keyword.
Write an eye-catching title for each of your landing pages that includes your main keyword phrase. Also, ensure your main keyword phrase is included in the first and last paragraphs of text as well as about halfway down the page.
Most important is that you don’t force your text. Keep it all flowing naturally. If, in order to achieve a natural flow you need to include your keyword phrase more often, then don’t be afraid to do so. There are no hard and fast rules.
Ideally, your landing page will include links to other pages within your website that are on the same subject. You’ll also want your images to be labeled to include your main keyword phrase in order to further reinforce its relevance.
Remember, when reviewing your landing page, AdWords will also take a look at other pages on your site. It’s therefore worth creating a website that is very specialized and has lots of content about your niche rather than one that is more general.
But, most important of all, when designing your landing page keep in mind not to compromise conversions just to please Google. You still need a web page that will sell to your prospects.
There is a lot more that I could write about Quality Score. It’s such a big subject, trying to cover it all in an answer to one question is near impossible.
Probably the most valuable piece of advice I can give you is to be patient. Don’t make the common mistake of making lots of major changes one after the other because you haven’t seen any instant improvement in your Quality Score rating.
When you make changes to your AdWords campaigns, particularly to your landing pages, it can often take weeks or even months for the full effects of your changes to appear in higher Quality Score ratings.