Google AdWords is a great platform that can be used to get relevant traffic to the website and increase the conversions. However, to make the most out of it, you need to understand how to play the game of Google AdWords. Many people set up the campaigns themselves without gaining complete knowledge about the system, and eventually they end up spending huge money on highly competitive keywords. This blog post highlights some common myths about AdWords along with some useful tips to gain a competitive edge over the rivals.
Common Misconceptions of Google AdWords
Here are some common fallacies about PPC advertising among people:
1. AdWords is Too Expensive
It is one of the most common myths that people have. However, the reality is that you can easily control your cost by setting your daily budget and bid values. The daily budget indicates how much you are willing to spend a day for your ad clicks. Let us explain with the help of an example.
If your daily budget is $5, and the bid for a keyword is 50 cents, then you may get 10 clicks in a day. Once your daily budget is exhausted, the ads will not run, and hence Google AdWords will not charge you more than the daily budget.
2. Not Useful for Every Business
Google AdWords has numerous benefits in terms of generating traffic, sales, and conversions. However, many business owners think that PPC is not suitable for their business without giving it a try. Instead of assuming, you can run a test campaign (at least for 30 days) to evaluate if Google AdWords is suitable for your business or not.
3. Google AdWords Works Overnight
It is true that Google AdWords can drive great results in a short span of time, but it doesn’t mean it will work overnight. It is important to run the campaign and evaluate the results to understand the behavior of target users and clicks. Regular campaign review, optimization, and improvements are required to achieve higher ROI. Find other myths about AdWords.
In order to generate expected results from Google AdWords PPC Advertising, it is important to understand the theory of Quality Score.
What is Quality Score?
Quality Score is a score that Google AdWords gives to each keyword on the basis of the quality of your keywords, ad copies, and landing page. This score is given from 1 to 10 where 1 is the lowest and 10 is the highest. Ads with a high-Quality Score will gain better positions and will lead to lower costs.
Why “Quality Score” Matters?
- It impacts the CPC of ads
- It affects ad rank
Image Courtesy: WordStream
The above image explains the impact of Quality Score on actual CPC. When the quality score is 10, the actual CPC is the lowest. On the contrary, when the Quality Score 1, the actual CPC is highest.
Components of Quality Score
The historical click-through-rates have a direct effect on Quality Score of your ads. Higher CTR means users have found your ads relevant which made them click on them.
2. Ad Relevancy
You ad copies must be relevant to the keywords of respective ad group.
3. Landing Page Experience
For higher Quality Rank, your landing page should have “quality” and “relevance”. Quality means great user experience and relevance means users find the information promised by the ad.
Quality score from 7 to 10 are considered to be good. For each keyword, Google AdWords tells you on which part your ads lack. In the above image of poor Quality Score, the ads lack in terms of Expected Click-through rate and ad relevance.
Quick Tips to Improve Ad Quality Score
If your Quality Score is not satisfactory, then here are some quick tips to which you need to pay attention.
1. Improve CTR and Bring Relevancy to Ad Copies
- Try changing the content of your ad copies to make them more relevant and appealing.
- Highlight keywords through DKI (Dynamic Keyword Insertion) in your ads.
- Try different match types for the keywords and make use of modifiers to target more relevant traffic.
2. Optimize Keywords in Tightly Themed Ad Groups
- Make sure you tightly group your keywords by putting them in the same ad group. Do not add any keyword in the ad group which is not relevant to it.
For example, if you are running a campaign for your online mobile store and having an ad group “Buy iPhone”, then add keywords like:
- Buy iPhone 5
- Buy iPhone 6
- Buy Apple iPhone
And avoid keywords like
- Buy Samsung Galaxy
- Buy HTC Desire
You can create separate ad groups for Samsung and HTC Phones.
Use different match types for your keywords. There are 5 keyword match types in Google AdWords: Broad Match, Broad Match Modifier, Phrase Match, Exact Match and Negative Match.
Image Source: Google
Add negative keywords. Check Search Query report in AdWords Dashboard to identify the irrelevant terms. You can also brainstorm keywords and find irrelevant terms with the help of Keyword Planner.
3. Improve Landing Page
If your landing page is not matching with your ads, then you will have a high bounce rate, and it will negatively impact the Quality Score. So make improvements in your landing page and make it more user-friendly and relevant to the ads.
4. Competitor Intelligence
So, to make your AdWords campaign a success, you need to focus on Quality Score and its three components- expected CTRs, the relevancy of ad copies, and landing page experience. With higher Quality Score, you can achieve greater efficiency and results.
If you have any questions related to PPC Advertising or want to start a perfect Pay-Per-Click Campaign, then feel free to contact the PPC experts of SEOwhizz today!