In Part 1 we explained what the Adwords Quality Score is and why it is important to your Adwords campaigns. In this second part we are going to explain what you can do to improve your Adwords Quality Score.
The most important improvement you can make is to make sure your landing page reflects what your ad is saying in your campaign. Example, you are a beach product type of vertical. You offer beach products such as umbrellas, hats and beach towels. The adword group advertisement is bidding on the keywords: beach umbrellas and beach products. Your actual ad is promoting a closeout sale on all umbrellas in stock. However you are linking that ad to your main homepage where you are not heavily advertising the umbrella closeout sale making it difficult for buyers/visitors to find that sale. Nor is the keyword rich phrase “Umbrella Closeout Sale” anywhere on the homepage.
What you need to do is create a specific landing page for that promotion/sale/Adwords campaign. You need to promote some of the umbrellas that are available along with pricing and description. It needs to be content rich for the keywords and phrases you are bidding on. This makes it easier for your customers to find exactly what they are searching for quickly and easily.
There are additional advantages for the custom landing pages like tracking the effectivness of the campaign if you do not have sales tracking. Or you can also watch the visitor’s navigation path closer giving you a better idea of how they are interacting with your website after you have lured them there.
The second improvement you can make to your Adwords campaign is to target the websites you want your ad to show on. Google allows websites (Adsense publishers) to allow advertisers to run their campaign on their websites with ease. This is called site targeting and you enable it when starting or editing a campaign. To do this you need to find some suitable partners by searching for them. Here is a trick to help you find sites that are already adsense publishers and offer this option.
You can find adsense publishers that are offering this capability by doing a search like this: beach tips “Advertise on this site”
Even though this is a very specific niche I found an Adsense publisher that is allowing Adword advertisers to pick their website to run their campaign on. Look for the words “Advertise on the site” on the bottom right hand side of the page.
You will have to do some searching but it is well worth the time finding these publishers/websites to run your campaign on. Please take notice though of the website PR value as well as their Alexa ranking when searching.
The third most important thing you can do is some keyword research to determine if the keywords you are bidding on are the keywords people are actually using. Do a search on beach alone and you will discover everything related beach. You can pick up new suggestions that you were not previously aware of. Narrow it down by doing a “beach supplies” or “beach towels” for a more specific set of words and phrases.
I will stop there so not to give you information overload but it really isn’t that hard though. It just takes some elbow grease to find the right mixture for your Adwords campaign to become profitable.
