When you think of Paid Search in the UK you are really thinking about Google’s Adwords system.
What you might not think about however is Search Engine Optimisation. But there you would be wrong as you would not have taken the matter of Quality Score into account.
But what is this Quality Score all about then? Well, if you are not of a cynical disposition, you can view Quality Score as Google’s attempts to make sure that every advertiser delivers, in that they don’t take any click to a page that is irrelevant.
To be sure that is the case as any advetiser that does not take action could be paying as much as 40% more than needed for every click AND also (more than likely) wasting many clicks when people simply don’t find what they are expecting.
So what do you have to do in order to maximise your quality score (and thus minimise your click costs)? Well there are two distinct areas that need your attention.
First, you need to make sure that your Google Campaign is set up the right way, all the keywords being grouped together and placed in their own ‘Adgroup’ with their own targeted and relevant advertising text.
Then you need to make sure that the ‘landing page’ (the page that the visitor is taken too when they click the advert) is optimised, just as if you were trying to get it ranked organically. In essence this means that the Title of the page includes relevant keywords and that the Meta data (keywords and description) are also completed and include relevant words.
If you can, you also need to use a H1 tag and an H2 / H3 in the body of the page.
You also need to make sure that the words on the page include relevant words. You can even go the whole hog and include keywords in the ‘properties’ of any images (Yes those Engines look at these too…).
The word here is RELEVANCE, as if you ensure that all the keywords in an Adgroup are about the same topic andare associated with a RELEVANT advert which leads to a RELEVANT page then you will see:-
- a better Quality Score,
- Higher Click Through Rates
- More Impressions
- Lower Click Costs
- Lower Bounce Rates
- Higher Conversion Rates
So Go and Revamp your Adwords account and pages and get the very best out of your Paid Search Channel.