Hi, I have taken over a campaign and am currently trying to boost the credit scores. One thing that has been puzzling me is one of my main keywords 'Video Conferencing' the keyword is 3/10 this is a bad score and when i compare it to another keyword 'Video Conference' i cant understand how thats got a 4/10 in relation. The keyword 'Video Conferencing' is ranked in top 2 positions in the organic search on google uk for the term and the CTR is 1.38% compared to 'Video conference' which has a CTR of 1.00 (These are the CTR's over the duration of the campaings). They both use the same Ads As far as i can see the seo side of the keyword is correct, the CTR is better for 'Video Conferencing' so why would it not be higher?? Can anyone tell me any other factors that relate to getting a high qaulity score?? Thanks in advance
Quality Score does not work on absolute CTR but relative CTR compared to that of others using the keyword. Since the historical average rates of the keywords is likely different as is your own CTR, your QS will be different. In your case, the keyword getting a QS of 4 despite having a lower CTR at 1%, is doing better because that ad is attracting more clicks. It is more appealing to them, relatively speaking. I explain in more details how QS is calculated and factors involved in my Adwords FAQ. You still got work to do to improve, the average CTR getting a QS of 5 and 7 being considered good. I question your use of keywords. To me, they have different connotations and meanings but if you want to use both, they should probably have different ads. You should probably expand on them too as they are somewhat vague.
thanks very much for the link it is a great guide to ppc and contains lots of great information. while reading through this document it has got me to another question for you. keyword relavance. I cannot understand why for most of my keywords it says it is poor. the keyword is in the campaign name and the ad title/body and the landing page it is linking to has many mentions of the keyword in the text, h1, title, meta and alt tags. For example the keyword Telepresence, the ad would be cityIS PPC Campaign UK > Telepresence > Telepresence Full-Service Telepresence Guaranteed SLA. Demo Available www.cityis.com/telepresence www.cityis.com/telepresence-guide Do you have any ideas why it would say its poor?? Any help would be greatly appreciated Thanks in advance
Keyword relevancy is about the relevancy of your keyword to your landing page. If your landing page is about dog food, using a keyword like mobile phone is irrelevant. Doesn't matter how many times you use mobile phone in your ad. Now, I've seen two instances, including a current client, where a keyword is judged irrelevant where the page clearly was about that keyword. What you got to remember is that we're dealing with software and it doesn't always get it correctly. But it does 99% of the time. You can call Google and tell them to review if you really feel there's a problem. It may or may not help and can be frustrating if they come back with "we find no problems". Sometimes the system just needs more data and corrects itself provided your CTR is high (comparatively speaking of course). It won't if you got poor ads. At first, I thought your example was just that and a dummy domain. I decided to try it and saw it wasn't. Your problem is that you are not using text that Google can read. It's all pictures and that's the reason you got poor relevancy: it doesn't see any actual text it can read, at least not on your home page. You also have another problem in using a one-word keyword. The system may have a very different idea of what telepresence means and just doesn't see it on your page. Such keywords are never a good idea to use.
so even with 1 mention of the keyword in the h1 tags and 9 mentions of the keyword in the text on the landing page it still needs more content and references to the telepresence keyword??? the main keywords requested by the client are video conferencing, telepresence and cisco telepresence. these may be 1 or 2 word phrases but these are the keywords that gain the most traffic and telepresence for one doesnt even get much traffic for that keyword
I was looking at and talking about your home page which is a picture. Your actual telepresence landing page is thin. I don't know what the algo is thinking but it is a one-word keyword and that may have something to do with it. It's not a keyword I would use myself because it's too vague.
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