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Go Back to www.WebWholesalerMagazine.com WEB PROFITS  10 Improving Quality Scores


quality scores, it will hurt your sales conversion. T ink about this: If you had 5,000 keywords that


were targeted around specifi c products you off ered, and then dumped them all into one ad group, those keywords would all be showing the same ad(s). T is is obviously not a good idea. If you sold outdoor equipment and also clothing, there is virtually no way a single ad or group of ads could speak to all demographics in a relevant manner. T e ability for one ad to be relevant across all key-


words without it being too broad (thus hurting your qual- ity score), is impossible. Yes, there is dynamic keyword insertion, which gives you the ability to insert keywords into ad copy based on what keyword was triggered by the search. However, this is not a good method to rely upon with larger groups of keywords. Simply changing a single term in the ad might make it appear relevant, but it will not help the Quality Score if a click doesn’t happen, and it won’t help your sales if the click isn’t relevant. Google looks at the “whole ad,” and derives a concept


from it. T is concept is what drives relevancy, and is what is matched against (in some respect) the content of the landing page and the keyword(s) used. For example, if your trigger keyword was “tractor,” and the title of your ad reads, “{Keyword} for Sale,” and the description of your ad reads, “Looking for {Keyword}? Find it Here. Shop Now!,” the ad would display as follows:


Tractor for Sale Looking for Tractor? Find it Here. Shop Now!


If the trigger keyword was “clothes,” the ad would read:


Clothes for Sale Looking for Clothes? Find it Here. Shop Now!


Although these seem relevant, they are not very powerful nor eff ective at targeting the click, because they are too broad and they will likely not help your Quality Score. However, if you broke your keywords down into smaller,


T e ability for one ad to be relevant across all


keywords without hurting your quality score, is impossible.


tightly focused ad groups, you might be able to more spe- cifi cally target clicks by writing targeted ads that read as follows:


John Deere Tractor Sale John Deere JX145 Ride Ons. Ready to Run. Shop Now!


Toddler Clothes On Sale Back to School Sale on Stylish Clothes for Girls. Shop Now!


Combine those ads with relevant landing pages (i.e. send the tractor traffi c to the product page on the site for the John Deere JX145 and send the traffi c for the clothing ad to the Girls clothing category on the site), and you’re set ing yourself up for higher quality scores.


Continued On 14  12 September 2010


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