Sorry, another "How do I improve my QS" thread I've been reading: http://www.redflymarketing.com/blog/10-ways-to-increase-your-adwords-quality-score-a-mini-case-study/ and was hoping I could get some help/clarification. 1, 2 and 3 are pretty self explanatory but I'm curious as to why he uses uppercase letters on every word, does anyone know? 4 I'm going to start playing with. 5 I have no idea what he's talking about. Is this effective? How could I go about doing it? 6-10 are problematic for me. I have no HTML experience myself and when I tried to dabble with it, I crashed my company's website so I'm hesitant to try again. So I do not have an effective landing page, conversion page, etc. I can't even get the tracking code in the website because our web master ignores my requests to enter it, and probably for good reason. I'm going to start sending two e-mails a day instead of the one. I know we're generating sales from adwords and I know we could be getting so much more cheaper but I'm having problems convincing my boss. Any thoughts or tips would help a lot. Thanks, Spencer
Upper Cases on every word is a technique to make the ad pop out a little more. This can in turn raise CTR which is a factor for your QS. Definitely play with the different match types. You will find that the broad keywords usually get the worst CTR. Link Building and SEO have nothing to do with QS. What I gather from #5 is that they find high performing keywords using PPC and then build pages around those keywords to use with deep link building SEO. By building a page around the keywords he may then be able to use that as a landing page in his PPC campaign and see better QS. That is my guess. As far as 6-10 all are valid. I would say split testing of landing pages is huge! I am not the best at HTML either but I have learned enough to survive. You need to be able to track, there is no good reason not to in my opinion.
Thanks Gorz, I'm looking into taking some HTML classes, I'd like to be able to do all this myself. Do you have any suggestions on an HTML editor?
I use dreamweaver personally. That is just what I started with and got comfortable so I can't really compare. I hear a lot of people like Xsite pro. I think its called that, not sure though. Just get a book or do some searches online and use the forums. You don't have to be a pro, just know enough. And actually try and learn some PHP. That is what I use for tracking code and other dynamic needs.
QS is tied to CTR (I'm assuming your keywords are relevant). Increase CTR and you increase QS. More details in Adwords FAQ and How to Get Good QS. In the link you provided, the second point, there is more to increasing CTR than just plugging the keywords in the ad. I think people who say this are doing you a disservice. You have to make your ads compelling to click on. Saying you have the product and that you are competitive just doesn't do it. The third point is correct but don't test too many ads at one time. Test two at a time. Limit your use of broad matches. Definitely use phrase and exact matches. SEO and PPC are not related. Doing SEO will help your natural rankings but will in no way improve your QS. Just as you test different ads, you should test different page copies for conversions. Point 8. Once you have data on ads, using it for your title and description metatags can help increase your natural ranking click rates. That will not help your QS however. I disagree with Gorz on upper case on each word. My data says it doesn't increase CTR. You don't need to learn HTML. Simply get yourself a good website building tool as opposed to a web page building tool. Dreamweaver is good and popular although I don't use it myself. I use NetObjects Fusion and there are others. These software are WYSIWYG and generate the HTML for you.
Some ad groups have really high CTRs (upwards of 50%) while others, the ad groups for more popular models have significantly lower CTR's (3%). I'm thinking about creating a seperate campaign for the more popular models, is this a good or bad idea? And I'm not sure what the difference is between a website tool and a web page tool, could you clarify please? Thanks, Spencer
Web page software basically let's you create one page at a time. You have to manually handle links between your pages. Web site software handles all the links between pages automatically. This type of software also normally has other features to create your whole site much easier, faster and less error-prone. Dreamweaver is such a software tool. There's no need to create separate campaigns. Just create better ads. Don't compare CTR of one group with another. Look at the QS. It tells you how well your CTR compares to competitors. The group with a 50% CTR probably has keywords with QS=10 so you're doing great there. But what is the QS of the 3% group? If it's 10, you're doing great, 6-7 is about average. Learn more about QS here.