Improve Your Google Adwords Quality Score

If you are running or have ever run a Google Adwords account you will have come across Google’s ‘Quality Score’. But what is this and what impact does it have?

As for the reason for having this quality score, well that depends on how cynical you are. For those that believe that Google ‘do no evil’ as per their mission statement, this quality score is all about making the users of Adwords work harder in order to ensure that the people only get to see ‘good’ adverts and are never mislead.

For those that are not so sure of Google’s good intentions, well, they see the issue of quality score in a different light, that of making Google more money.

To be sure both could be true, as if advertisers do not create their campaigns correctly, then they will pay more for every click and their customers may well not get what they expect.

Advertisers who do not set their campaigns up properly will also see their keywords under peforming; they will get fewer impressions and poorer positions both of which are bad news.

So what is this quality score based on? Well basically Google assign a value out of 10, the higher the better. It is based on the relevance of every keyword in an Adwords  Adgroup to every other one in that Adgroup, as well as its relevance to the associated Advertising text.  And it does not stop there either, as the landing page (where the visitor ends up once they click an advert) is also checked for relevance to the keyword.

I have seen this in action and have seen how altering the construction of an Adwords campaign results in a HUGE improvement in quality score and consequent reduction in click costs and improvements in impressions and traffic.

As I say, it’s all down to making sure that you are taking RELEVANCE seriously, if you don’t Google will make you pay more, it is simple as that…

Local Businesses Not Taking Advantage of Google Places Listings

A survey of Chiropodists in Herefordshire showed that only 4 out of 10 had claimed and verified their listings on Google Places and of those that had claimed their listings only 1 in 10 had bothered to add any further details.

More amazing still there were no reviews at all of any of these practitioners at all, which is something of a surprise when you consider how personal this service is.

What this shows is that many businesses are not taking full advantage of the possibilities that Google Places offers, after all these days people are far more likely to look on the Web than pick up a copy of the Yellow pages or even the local newspaper. This is the case for other types of businesses too, many are simply not taking advantage of this free service.

As it stands today, this means that these businesses could steal a march on their competitors by saying more about themselves and by getting their customers to place real and truthful reports on the service they received. After all, if you were looking for a chiropodist would you not like to know as much about them and the services they provide before you pick up that phone? And if you can read some real reviews about them as well, would that not make all the difference and make it all the more likely that they will get your business.

Another major thing to consider is that when you are using your mobile phone, Google can tell where you are, this means that it often provides ‘local information’ in preference to anything else.

Therefore, if you have claimed and ‘optimised’ your Google Places account you are far more likely to have your listing presented to those potential customers.

In the USA, Local Search (powered by Google Maps amongst others) is becoming more and more popular amongst users, and we can be reasonably certain that this is will happen in the UK (the signs are certainly there) so now is the time for all businesses to take advantage of this free marketing channel.