PPC Quality Score

[tomsk]

I would like some help / feedback on a ppc issue I am having, I currently running a ppc campaign for the keywords "pdf software" landing to the page PDF Software

However the google quality score is showing for keyword relevance only 3

Any guidance on how to up the quality score?

 

[directmarketingadvice]

How quickly did you get the QS 3? Was it immediate or after you'd had a low ctr?

Also, what match type are you using and are you advertising on both the google search network and the search partners network?

Finally, if you mouse over the thing that tells you if you have qs problems, does it tell you there are any?

Steve

 

[tomsk]

How quickly did you get the QS 3? Was it immediate or after you'd had a low ctr?

Also, what match type are you using and are you advertising on both the google search network and the search partners network?

Finally, if you mouse over the thing that tells you if you have qs problems, does it tell you there are any?

Steve

Steve

Quality score was immediate - I then about 30 mins later added a 3 more references to the word "software" and it made no change since.

Term is phrase match "pdf software" and settings set to google search and search partners.

Keyword relevance : poor
Landing page quality: no problems
Landing page loading time : no problems

 

[directmarketingadvice]

Had you done any PPC with that site or that account before?

Steve

 

[tomsk]

I have on the url - but not the site you see, as I only changed it this weekend.

Set it up as a new campaign and has it's own add group just for the keywords.

 

[directmarketingadvice]

I have on the url - but not the site you see, as I only changed it this weekend.

Set it up as a new campaign and has it's own add group just for the keywords.

So it's an existing account that's been used for other campaigns and the landing page url has also been used before for an adwords ad? Is that right?

If so, what was the usual landing score you were getting for the keywords going to that url?

The most obvious explanation is bad url ctr history. If not that, bad site ctr history or bad account ctr.

If the problem isn't one of those things, it'd be the ad or the landing page.

I think I see your ad, and that shouldn't be the problem. I don't want to click your ad, so what's the url it's going to?

Steve

 

[tomsk]

Thanks Steve for taking the time to respond

"So it's an existing account that's been used for other campaigns and the landing page url has also been used before for an adwords ad? Is that right?"

Yes that's correct.

The previous campaign that went to the url had a bad ctr rate - 0.16% :redface:

The landing page for the keywords is the main url PDF Software

 

[redtreeland]

hi, this might help: http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=10215

and if you're search to see where your ads come up, you should use https://adwords.google.co.uk/select/AdTargetingPreviewTool

 

[tomsk]

hi, this might help: http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=10215

and if you're search to see where your ads come up, you should use https://adwords.google.co.uk/select/AdTargetingPreviewTool

Thanks for that - I also have seen the youtube video which explained by the google boff who talks about the science behind the CTR

 

[redtreeland]

Thanks for that - I also have seen the youtube video which explained by the google boff who talks about the science behind the CTR

lol that guy, yeh i must admit i watched it last week as well, lol

 

[directmarketingadvice]

The previous campaign that went to the url had a bad ctr rate - 0.16% :redface:

That's probably the problem, then. You've built up a bad ctr history and, as a result, Google wants to push your ad down the page.

You could try making a a copy of your homepage under a different ulr (but the same domain), then set up a new campaign with the ad pointing to that url. That sometimes lets you start again with a blank slate. (Or a blanker slate.)

Steve

 

[tomsk]

Steve

If I was to start again do you think that the keyword relevance is ok in the page in question?

 

[directmarketingadvice]

Steve

If I was to start again do you think that the keyword relevance is ok in the page in question?

Fromwhat you've said, the problem isn't the landing page, it's the historic ctr that's dragging your score down.

Steve

 

[Atle Iversen]

The Google score has been a bit of a mystery to me, but this discussion makes some sense .

So if I understand correctly, a bad historic ctr means that you need to change the ad itself and/or the keywords to make sure that your ad reaches a better audience and/or makes them more interested in actually clicking your ad ?

If my understanding is correct, which is more likely the problem; the ad or the keywords ?

 

[redtreeland]

Enjoy! Source: Greenlight

 

[markwalton]

Seems everyone having similar problems with google.

Google is getting very tough on the quality of advertising because if its searchers aren't finding what they want they are going to yahoo & bing etc..

SO if your landing page does not answer the question the search query then the searcher and google will not be happy.

YOU MUST ADDRESS THE PROBLEM OF THE SEARCHER

I tried to get you page open but the link did not work. I wanted to get a feel for what google might think your page is about.

If you are doing PPC in adwords then you really need to take care: -

Bridge pages & me too pages are not acceptable.

• Lack of Landing Page Keyword Optimisation is one of the main reasons people are being google slapped.
• Searchers must feel your message is very clear and speaks directly to the problem posed in their search query.
• Landing page must be focussed around a series of highly related keywords.
• Needs to be a good level of keyword density to make google happy
• Removed unnecessary waffle

IF you would like some help with this please PM me.

Regards

Mark

 

[directmarketingadvice]

So if I understand correctly, a bad historic ctr means that you need to change the ad itself and/or the keywords to make sure that your ad reaches a better audience and/or makes them more interested in actually clicking your ad ?

Sort of.

A bad historic ctr is a sign that something's not working. And, you're right, it's usually that the ad is unappealing or that the keyword structure of the ad group is poorly targeted.

And, when google lower the quality score because of that (and knock you down the page - and also show your ad less often), they're saying your ad isn't earning them enough £ per impression in the higher positions.

(Google is interested in £/click x ctr = £/impression - think of it as them renting that ad position to you.)

If you want those positions again, you need to pay more per click, which raises the £/impression.

What muddies the waters is that they have other quality score factors they don't really explain (including stuff on the your website - some of it very obscure).

That's why I asked Tomsk so many questions - I needed to narrow it down to the most likely problem.

Hope this helps,

Steve

 

[tomsk]

I tried to get you page open but the link did not work. I wanted to get a feel for what google might think your page is about.

Mark not sure which link you refer to - but the site in question is in my signature - the PDF Software one.