Write Winning Adwords

This is something I discovered the hard way…

You need to pay attention to the quality score of your keywords. Google, in their quest to deliver relevant content to searchers, rates every keyword for relevance. How they do this is by comparing the keyword to the ad to the landing page. All three have to have common elements in order to receive a high quality score.

How does Google reward higher quality scores?

There are two main ways you’re rewarded for a high quality score:

1. The most relevant ads receive a lower bid price. That means you pay less for clicks than someone who doesn’t take the time to ensure their ads, keywords and landing pages are relevant. For instance, in one market I compete in, the average first page cost per click is $1.48. But, through a process of refining my ads, narrowing my keywords and tweaking my landing page, I am only paying $0.64 per click (on average). By continuing to refine my process, I expect my CPC price to drop more over the next two weeks.
2. The quality score also affects your Average ad position. This is the spot Google shows your ad on the search result page. Obviously, the higher on the page your ad is, the more people notice it. And that can result in higher click through rates and ultimately more profits for you.

Keeping quality score in mind when you do your keyword research, write your ads and landing page will pay off for you in the long run.