Marketing on the Web I have written several posts on Quality Score, but I recently found two articles on the subject that make it worth revisiting. Quality Score is Google’s way of assessing how relevant your paid search keywords are to the searchers you’re targeting. This article by by Craig Danuloff discusses in monetary terms what the real costs of a low-quality-score are and this recent article, also by by Danuloff suggests 5 Steps to Improve Your Quality Score.
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Google Publishes Quality Score Explanation
Google just published updated information on 'Quality Score' and how is it calculated. Quality Score is a major factor in determining what advertisers pay for ad phrases. I believe this is the clearest information so far on this import, evolving algorithm. What is 'Quality Score' and how is it calculated? Past Articles: How Google AdWords Bidding Works - Quality Score Landing Pages to Improve Quality Score PPC Campaigns and Quality Score Chasing the Long Tail
MoreHow Google AdWords Bidding Works – Quality Score
Great article that explains Google's AdWords auction process. No real insight into Quality Score here, but it does explain how it figures in the mix. Google Quality Scores and Ad Auctions Added 11/08/2008 More on Quality Score woes here: The Account Quality Score: Money Pit for the Uninformed Google's Ever-Evolving Quality Score Added 11/11/08 Google AdWords Quality Score -- That's Old-School for SEO
MoreLanding Pages to Improve Quality Score
I have been on a mission with several of my clients to establish good landing pages. Good landing pages can improve Quality Score and your rank for key phrases. A good Quality Score means Google considers your page to be relevant to the phrases used in your ad campaigns and directly impacts what you pay Google for your ads. This test demonstrates the real dollar impact (savings), when it’s done right. see: Landing Pages to Improve Quality Score Google suggests: Improve the quality of you...
MorePPC Campaigns and Quality Score
Google recently announced changes to its approach to Quality Score. Quality Score is the bane of my existence. It turns previous 'best practices' into bad practices and dooms the long-tail to obscurity. Sure it makes sense to have the keywords relevant to the ad and the landing page relevant (duh!), but in practice Google weighs click thru rates (CTR) in the overall campaign to judge what you should be paying and if your CTR drops too low for the ad group, you'll receive a Quality score minim...
MoreChasing the Long Tail
It appears that attitudes on mining the lesser used, but more specific "long-tail" phrases is changing. Quality Score is making it too expensive to go after these phrases. What this means is to improve the performance and lower the cost of your campaigns you need to clear out the deadwood. If you must stubbornly clinging to your long-tail phrases, move them their own group so they aren't needlessly impacting the Quality Score of your other campaigns. More on this topic here in Yahoo's Sear...
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