The Most Useful Quality Score Section You’ll Ever Read

• CAMPAIGN SETUP
• Effective Long Tail Targeting
• Quality Score
• Keyword Research
• Keyword Match Types
• Conversion Tracking System
• PPC Ads That Make Money
• Secret PPC Ad Strategies
• PPC Relevance
• Qualifying Through Ad Copy
• PPC Split Testing
• Negative Keywords
• Ad Network Options
• Bidding & Budgeting
• PPC Agency Secrets on Targeting
• Proper Account Structure

Why Quality Score Matters

Quality Score affects the cost you Pay Per Click as much as the amount you bid.  Improving your Quality Score by just 1-Point can push your ad from 6’th position to 1’st and/or discount the Cost Per Click you pay by as much as 59% (Just image going from $1.00 per click to $0.41 per click overnight).

Whether you are advertising on the Google Adwords© or Microsoft adCenter™ platform your keywords are awarded a quality score each time a search prompts your ad to show.

Contrary to popular belief, paid search ads are NOT placed in order of highest bid to lowest.  Instead, the search engine(s) place ads from top positions to lowest based on a score called “Ad Rank”.

The formula that the search engine(s) use to score your “Ad Rank” is as follows;

This PPC victory wasn’t won in bid management… it was won through quality & relevance.

Quality Scores Effect On Your Pricing

Another misconception is that all auctions start at a penny (others believe 5-cents is the price of admission to any keyword auction).  The fact is, each individual search query (Keyword) receives its own “Minimum-Ad Rank” Score.

Why does this matter so much?

The minimum price for you to show up on the search results for a given keyword is calculated using the following calculation;

As you can see, the higher your quality scores are, the cheaper it is for you to enter the auction for the given keywords.

5 More Reasons To Care About Quality

Google Adwords offers several premium add-on’s to advertisers who meet specific ad ranks (Ad Rank= Quality Score X Bid).  These add-on features are free to advertisers who qualify.  These add-ons have been tested to show notable improvements to Click Through Rates Percentage (CTR%).

Below is a list of Premium Add-Ons that are unlocked to advertisers who meet ad rank qualifications:

• 1. Site-Link Extensions

  Site-Link extensions are a set of (up to) 4 links to unique web pages within the site.  These links will increase your CTR% by 15-45% as well as increase conversion rates (because prospects get to the info they want quicker & with less friction). 

• 2. Location Extensions

  If you are a local business, you are going to care very much about qualifying for location extensions.  With this premium unlocked feature, your ad will include detailed information about your location along with a “Powered By Google Maps” Map of your location 

• 3. Product Extensions

  If you sell a retail product(s), you will want to qualify for product extensions.  We will add your product(s) to Google Product Search, which we will link to your Google Adwords account.  When your Google Merchant Account is linked to your Adwords account, it allows you to display a product image & additional info to your ad.  This premium add-on improves CTR% & Conversion Rates by 15-85% instantly.  

  

• 4. Dynamic Keyword Insertion

  Another popular feature that is only unlocked to advertisers who run high quality campaigns is Dynamic Keyword Insertion.   This feature allows us to put placeholders throughout your ad copy that will dynamically add the specific keyword the prospect searched.

  

• 5. Above The Fold Placement

  While an ad on the right hand side of the page (the Regular ad positions) can generate a 0.5-5% Click-Through-Rate Percentage, the top 3 ad positions (the Premium ad positions) regularly win 10%…15%…. Up to 45% CTR percentages for qualified advertisers.