Quality Score and Click Through Rates
A big part of building a Search PPC campaign these days is boosting your quality scores. The art of doing this requires time and patience – there are a few overnight fixes but for really good results you need to put in considerable effort.
Quality score affects you in two main ways – first, you get a lower impression share with a poorer QS.
This means that you are appearing on less results pages and have less opportunity to advertise.
If your keyword happens to have a great conversion rate this will impact on your campaign CPA a lot in some cases.
The other key thing is that Quality Score effects how much you pay for each click, and the impact is huge – the Google benchmark is a QS of 5. If your keyword is a 1 the cost is increased an average of about 4 fold, and at 10, it is reduced by 50%.
In the old days of search campaigns it was commonplace to do two main things – stuff keywords in ad groups, and then add negative keywords. Today, the effort required to boost your campaign performance is on organisation, as well as identifying a smaller number of better keywords and there may be many more ad groups. We still need to do negative keywords just as much, but we have to be clever in how we sculpt them into each ad group.
Part of this change is driven by modified broad match options.
It is in my opinion desirable to build ad groups with 1-3 keywords each, with one modified broad match per ad group. This is particularly true if the modified broad match keywords contain the same keywords but one has an additional one. You can then identify the best CPA (Cost Per Action) and if one is too broad you can deactivate it or adjust your bidding at ad group level.
With modified broad, and negative keyword sculpting, you can achieve tremendous CTR and a low cost per action, because you can semantically target users with the right intent.
From search query reports you can easily find trends where intent has been demonstrated in the search text and these usually correlate to a great CPA.
You would want to match these themes in your ad text, this tends to improve CTR and because the ad text contains the activated keywords, this also give quality score a boost as it is independently used by Google to rate QS in addition to CTR.
Ad copy is always vital – it has a huge impact on click through rate, and it is typical to see certain ad text does much better with CTR than others. And this is important because the click-through rate is a major factor – if not the major factor – in your quality score.
Combining the use of really appetising ad text with fewer, better themed keywords and ‘negative keyword sculpting’ will vastly improve your click-through-rate and boost that vital quality score.
Having less keywords with low CTR and poor quality score, or are ineligible to bid on, also can improve your campaign quality scoring, which will feedback onto all your key word quality scores.
If you need any help with increasing your Advertising ROI or more tips on PPC, then please get in contact with us here at Network Intellect. Telephone: +44 (0) 844 543 0980