If your run a Google AdWords campaign, it pays to take note of the Quality Score for each of your search terms, and work on improving any that are low.
To determine your Quality Score (expressed as a number from 1 to 10, with 10 being the best), the AdWords system looks at a variety of factors to measure how relevant your keyword is to your ad text and to a user’s search query. In general, the higher your Quality Score, the lower your costs and higher your ad position.
You can find your Quality Score by clicking on the Keywords tab in any Ad Group, and hovering your cursor over the magnifying glass next to each keyword.
For the best Quality Score, follow these best practices:
• Your keyword and ad text should relate closely to each other. For best results, use your keyword in both the headline and description of the ad.
• The landing page that your ad links to needs to load quickly.
• Your keyword and ad text should relate directly to the landing page. It’s a common mistake to link all ads to the home page, leaving users on their own to search for the information they’re looking for. Instead, take them to the page that’s most relevant to their search.
Fine tune your paid search campaign with these guidelines in mind, and you may be able to both lower costs and raise your ad position.