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need help fixing your pay per click quality scores?

Mar 1, 2008
If you are like many advertisers lately, you may have been seeing your AdWords quality scores listed as "poor" or been given the old "Inactive for Search" slap from Google. Your once vibrant, effective pay per click account is slowly getting picked apart.

Why the vanishing keyword act? There could be multiple reasons. Is your ad copy not in sync with your keywords? Are your keywords too general? Are your ad groups over-sized and not tight enough? These problems might be only the tip of the iceberg.

So, how can you impress the Google Adwords algorithm and be a frontrunner in the PPC field while keeping your ad spend down? The answer isn't a quick fix. You more than likely need to prepare yourself for a marathon rather than a sprint. However, victory is sweeter at the finish line.

The client accounts we see at our pay per click managment company almost always have to be overhauled. Google Adwords has changed -- those old account structures are no longer as effective as they once were and you need to adjust as well.

Take a closer look at your campaigns and see if you have an excessive amount of keywords in each ad group. If so, it's time for a change. Don't stay in the same rut of having ads that are too general and/or not in sync with the keywords in the ad group.

The Google Quality Score reacts positively to ads that are sharply focused. Build out your account, campaigns and ad groups with that in mind.

Another method to raise Quality Scores might sound easy. However, the trick is in the effort. Split test your ad copy...and do it every day. Over time, hundreds of tests will raise your click through rates and conversions. If you aren't doing this or hiring a professional pay per click management company to do it for you, your competition has a great advantage over you.

If you are investing a good chunk of money in today's PPC marketplace, you've got to protect it. Not only is it becoming more and more competitive, the Quality algorithms that the PPC engines throw at advertisers force you to refine and optimize -- not once, but as an ongoing practice.

A thriving PPC program more often than not takes a good plan and work. If you find yourself short on time, invest in a professional pay per click management company. If you can tackle it on a daily basis, then get to work. You don't want to be spending any more of your hard-earned budget on keywords that are draining your ad dollars. Get busy and make changes right away!
About the Author
Josh Prizer is a Senior Account Executive and AdWords Expert for Zero Company Performance Marketing, a ppc management company. Check out his website to discover more about how improving your PPC advertising campaigns and performance.
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