CTR is usually around 1%-3% for the campaigns. While clicks are healthy conversions to increase ROI are low. I think it is a landing page problem. My landing pages are too over whelming and give too much information I think. However, even though CTR is fine. My quality scores have never really been that high despite optimization of ad text and landing page content/meta/etc. Any tips or suggestions or reasons for this? I am also currently experimenting with separate "test" campaign for exact-match keywords based off data I have been collecting, and of course marking them as negative for it's sister campaign. What is your quality score usually at?
Yes, the landing page is a huge part of the overall Quality Score of a keyword. (To see the landing page experience status for your keywords, go to the Keywords tab on your Campaigns page and hover over the speech bubble icon next that's next to a keyword.) I have found that when my clients have big budgets, the quality scores go up much faster. It's a numbers game with Google...the more you spend, the better they treat you. It will just take longer for your scores to go up with a smaller budget. Hope this helps!
Very true. I can certainly see that. I just re-did a simpler landing page that pretty much echoes word-for-word some of the ad text. I'm going to test that out and see how that works as well.
we have meet with the same question as you , and the way we are doning is to add more adwords and modify the price of adwords asap .
We ran into capping issues with our quality score. Were not getting anything higher than 6 on most keywords. We already had good relevant ads for each keyword group, so we looked at the Landing page per the suggest of our Google rep. At the time we had only several landing pages per campaign and just filled up the page with paragraphs of our keywords. So we took each ad group and made a separate landing page. Now each landing page was just as relevant as the text ad was tot he keyword. Gave it about 1 week and we started seeing our quality score jump. even getting the illusive score of 10 on over half of our keywords. The other key factor is getting rid of the crap that is bringing the whole account down. We started with this first and it made a huge difference. We paused anything that was a quality score 2 or below. If they happened to produce anything good we just went in and created a new ad group and text ads. These two tips greatly increased our leads, ROI and CTR while lowering CPC.
That's so odd. I mean, I pretty much remade my landing page. And wrote a paragraph what was reflective of the ad text for the AdWords campaign and quality score went up 1 point in SOME campaigns. I have no idea what's going on. I certainly do not have anything that is below a three. But three is the average, which is quite low. I have no idea what to do to make these adjustments. I feel like I have tried everything. Perhaps a new landing page...
You said your landing pages are too overwhelming? Try testing a new landing page with bare min on it. We also run video on our landing page, which may help. Does the page load fast? If you can afford it, spike the bid for a day and then bring it back down. We do this anytime we test out a new ad or page. This extra spend allows for more traffic and a quicker return on testing. The side affect is usually a larger CTR because of the larger number of visitors. I assume you track in house leads verses keywords they came in on. I often come across a great keyword that has high CTR, high quality score, low CPC and high Conversion rates on the landing page, but they do not convert to a paying client in house. It kinda hurts inside a little when I have to pause that keyword. lol.
Yes. The page loads fast and i had changed the landing page to one with just a simple form, with a bottom paragraph and text explaining what you get/info/etc. Quality score only went up 1 point. Interesting! I am going to try out that strategy and see how it works! Agreed. We feel your pain.