PPC Management

Quality Score:

It looks at a variety of factors to measure how relevant your keyword is to your ad text and to a user’s search query.

The best way to improve your keywords' Quality Scores is by optimizing your account. This entails making sure that each of your ad groups contains descriptive ads all advertising the same product or service, and that each keyword in the ad group closely relates to the ads.

Optimization means taking steps to get the results you want by improving the quality and performance of your account – without raising costs.

Optimization strategies:

1. Identify your advertising goals:

I want to get more clicks,

I want to increase my clickthrough rate (CTR),

want to improve my return on investment (ROI)

2. Organize your account for maximum effectiveness:

Organize your campaigns by topic,

Target the right languages and locations,

Create highly specific ad groups,

Avoid duplicate keywords across ad groups.

3. Choose relevant keywords and placements:

Choose your keywords carefully,

Take advantage of keyword matching options,

Use placement-targeted campaigns,

Choose your placements carefully.

4. Create straightforward, targeted ads:

Include keywords in your ad text (for keyword-targeted ads),

Create simple, enticing ads,

Use a strong call-to-action,

Test multiple ads in each ad group.

5. Optimize your website for conversions:

Point users to the right landing page,

Evaluate your site design,

Test your way to effective site content,

Keep the user experience in mind.

6. Track your account performance:

Check your account statistics,

Set up custom alerts, reate reports,

Use web analytics.

7. Test and modify your campaigns to get the results you want:

Evaluate your campaign performance and make changes as necessary,

Try different bidding options.

How is an AdWords account structured?

Here are three levels to a Google AdWords account: account, campaign, and ad group. The diagram below shows the account structure and the settings that are applied at each level. In summary:

What are keyword matching options?

1. Broad Match:

2. Phrase Match

3. Exact Match

4. Negative Match

Determining cost per click

There are two primary models for determining cost per click: flat-rate and bid-based

1. Flat- rate PPC: In the flat-rate model, the advertiser and publisher agree upon a fixed amount that will be paid for each click.

2. Bid-based PPC: In the bid-based model, the advertiser signs a contract that allows them to compete against other advertisers in a private auction hosted by a publisher or, more commonly, an advertising network.

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