SEO SEM and Web design companies have a habit of boldly claiming they offer both and are all things to all men.
This final part of our look at quality score takes search back to the basics, back to the fundamentals. Providing the user direct access to finding the content they want at the time they want it.
5 basic steps:
Organisation & Structure.
Keyword building: Most people bucket them and go off on the long tail. You should have several different groups and categories of brands. It will really improve your quality score. They are not necessarily tail terms, they are product specific. Don’t chase every keyword, chase the right keyword. If you can build out your campaign you can really lower your CPC – if your keyword is profitable, make it more profitable.
Structure: Don’t build thousands of useless keywords. Be organised when you put this together. Some limit you to 10,000 ad groups. If you have not reached that limit you are not working hard enough!
Match types: Every keyword you run should be on every single match type. Every keyword should be running on exact. When you break it out, you will start to see a decline in your phrase match spend. Put in your negatives.
Creatives: Go down to the specifics where you are not even using Dynamic Keyword Insertion any more. Be so specific. We use colour type, size, etc in every creative that we do. Let the user find the exact creative that they are looking for. It will increase your Quality Score and lower your CPC.
Landing pages: In some networks your ad could/will be disapproved if you do not have great landing pages. Everything in your landing pages should be in your ad copy and everything in your ad copy should be in your landing pages.