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Ppc Management And Dealing With Adwords Quality Guidelines

Author: BrianBasch
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Word Count: 536
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Practically everyone who is a normal user of Google Adwords is aware of their quality score and its importance to your account. Google calculates and assigns a score to each keyword within your account in order to determine its relation to displayed ads and destination pages.

Perhaps nothing affects your adwords account more than your quality score. This score influences your minimum bid amount and your ad position for each keyword in your account. Because ad position and pricing are so crucial to the success or failure of your efforts, comprehending Google's quality score is a necessary evil.

Google has implemented this scoring system in order to regulate the relevance of an ad to a user's search query. The idea is that searchers will be more satisfied if the advertisements they see along side their search results or page content relate closely to the topic they are interested in. This makes good sense, although it is not a perfect system, as any auto-compute ranking system is lacking "intuitive" understanding in great detail.

Google has revealed the following pieces to its quality scoring system:

1. How closely a keyword is related to the ads in its ad group. This element should cause advertisers to implement their ads and keywords in closely related units, rather than tossing all keywords together in one group. Doing the later will likely lead to high minimum click prices and lower ad spots.

2. How the keyword has performed historically on Google.com. This element enforces a long-term aspect to your advertising efforts. If you don't take care to work on your ad copy for a given keyword consistently, you will very likely be looking at a higher price for your advertising well into the future. Users who have ads with a higher clickthrough rate(CTR) are rewarded, so writing relevant copy that attracts visitors is required.

3. The historical performance of your entire adwords account. Yes, you read that correctly. Google factors in the CTR from your entire account history when determining your minimum bids and ad positions. This, more than any other factor, dictates that you pay special attention to your account's quality. Get good or pay more, it's pretty simple.

4. How closely your landing page relates to your effort. When a potential customer clicks on one of your ads, it makes sense that the page they are sent to should closely relate to what they are searching for. This benefits everyone involved as the user can more quickly find what they want, Google looks good for helping them find it, and you are rewarded by having a much improved chance winning that customer's business. This element of the quality score is more subjective, but makes sense from the big picture perspective. Google rewards your good service to their customers.

When you get right down to it, learning about and optimizing for Google's quality score system will only benefit your advertising efforts. Lower minimum bids and higher ad positions directly drive your return on investment higher, and are justifiably worth working towards.

About the Author

With more than four years of google adwords advertising experience, Brian Basch will shepherd your ad spend in order to increase your ROI. Leverage his ppc management knowledge and differentiate your enterprise. Check Out: http://www.propayperclickmanagement.com/