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www.WebWholesalerMagazine.com WEB PROFITS 12 Improving Quality Scores Take Away Tips for Improving
Quality Scores. I mentioned on a high level what you can do to increase your quality scores. Some of you may want to have more detailed information. So I have composed a list from researching the Internet of the top ten ways to improve your PPC Quality Scores.
1. Include keywords in ad copy.
Make sure your ad copy includes the keyword(s) that triggered the ad within the ad group.
2. Include keywords
in landing pages. Make sure that the page you are sending traffi c to includes the keyword(s) you are targeting in your ad. If they are not present on the landing page, add them.
3. Split Keywords into smaller, more targeted Ad Groups.
Don’t drop non-related keywords into a single ad group. Take the time to build smaller, more tightly focused ad groups around smaller sets of keywords.
4. Create separate landing pages per ad group / keyword.
An ad group should have a primary focus based on the keywords you are using within it. As an easy way to visualize it, think of each ad group representing a different product category in your store. Set destination URLs at the keyword level to direct traffi c toward specifi c products, while directing ad group level traffi c to the primary category the ad represents.
Eric Leuenberger is an ecommerce conversion marketing expert and author of a leading Ecommerce blog at www.T eEcommerce-
Expert.com. He coaches store owners using his online coaching sys- tem, www.EcommerceAmplifi
er.com, teaching them how to increase website sales using his proven six step process. He can be contacted at 1-866-602-2673.
5. Avoid Dynamic Keyword Insertion (DKI) with big keyword dumps.
This might seem relevant, but in reality it is hard to make an ad relevant when all you are changing is the keyword, and not the supporting copy as well.
6. Take advantage
of all match types. Make sure you try out and work with all match types, as needed; Broad, Exact, Phrase and Negative. Using these in the right context can really help the relevancy factor by qualifying the traffi c that will see your ad before it even shows.
7. Optimize
ad creative. It is great and in fact encouraged to continually test ad creative. Run at least two and even up to four different ads at a time to fi nd out what works to increase click thru and sales conversion. When you fi nd the ads that convert, keep them and use them as the control upon which you should test even more ad variations going forward.
Find other great ideas for running your business at:
www.wholesalecentral.com/wholesale–news 14 September 2010
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