Adwords Quality Score:
I was doing some work for a client regarding his quality score on Google. I figured that I would throw the research up on my clog as case study.
What is Google Quality Score?
Google Quality score is determined by the following things:
CTR – Click through rate of keywords & ads
Adtext Relevance - Does adtext relate to keyword & landing page?
Historical Keyword Performance – How well has it done in the past.
Landing Page Relevance – is the content of landing page relevant to keyword and adtext:
We noticed that quality scores were pretty low on certain terms in the online dating space. In particular, the keyword “personals” and variations and things related to that very popular keyword. Currently this dating site is sending traffic to a sign up page immediately; very inpersonal. The page itself does not have free profiles, listings, or anything like that. It has only a form where you can sign up for a free trial or paid membership. So here is how I am going to go about improving quality score on their “personals” campaign.
1. We are going to create new landing page with a quick sign up form on the page however there will some member profiles on the page so the viewer can browse. Use the word personals a couple of times in a non obnoxious way. This will accomplish a few things:
a. Keep consumers on the site for an extended period of time and entice them
b. Trick Google into thinking the page is of “personals”
c. Keywords will now relate more to content of page
d. Adtext will relate to keywords and to content pages more.
If you are really savvy you can target the landing pages for females looking for men and vice verse so on female landing pages have dudes, and Men have ladies.
Do all of those things and maybe your quality score will increase, but remember the industry you are in plays a part in things as well and dating is “busy”.
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