Ok…so, you’ve optimized your landing pages, created targeted ad groups, tested multiple versions of keyword-relevant ad descriptions, but you’re STILL struggling to get your paid search campaign out of the AdWords Quality Score basement. Don’t pull your hair out just yet!! Try these simple tests first:
- Just like your computer, sometimes a campaign needs a restart. Download a copy of your current campaign and settings, then re-upload it into a new account and delete the old one. This might need to be repeated several times, but it has been known to decrease inflated CPCs by 45%, as well as activate certain “inactive for search” keyword phrases. Don’t forget, Google AdWords is a computer program, it’s not without flaws.
- Upload a duplicate keyword list with a different match type into the same AdGroup. If your current keywords are exact matched, upload a duplicate keyword list in phrase match. This will generate more impressions and visibility, which likely translates into more clicks. Don’t delete your original list. Google will continue to display phrases from that list, typically at a lower cost when they are queried.
- Quit using a lead generation form as your PPC landing page. One of Google’s company missions is to provide users with the most relevant and useful content available. It’s not to connect users with spammy lead generation forms from sleazy companies. Give good, relevant content, and users will stay on your site. A good avg. time on site will boost your AdWords Quality Score.
In my opinion, there are many SEO factors that have a major impact on AdWords Quality Score, and ultimately your PPC campaign performance. Gone are the days where awful website functionality and poor copy were able to rule top listings on Google’s Sponsored Links just by outbidding the competition. These days, I think quality on-site optimization and good off-site buzz count for a lot in paid search marketing.
