Google’s Quality Score
I had a client this week wanting assistance with a Google AdWords account. They had implemented a variable ad with different titles and keywords pertinent to their campaign. The ads were running continuously and charging for impressions. Analysing the Quality Score for each Variable, showed that only one variation had a score over 7. This means the ad was running continuously even during the night at a higher than normal price due to the lower quality scores.
The solution we proposed was to develop separate landing pages for each keywords being targeted to more closely tie the Landing Page to the Ad. Additionally, the advertised times were narrowed to specific daytime slots that had shown interaction with an increased daily bid. The result was a vastly improved campaign performing as intended to get more tickets sold for the event.
Remember, when running an Ad Words Campaign, it’s easy to get tunnel vision and forget about the important stuff that matters to Google! Check your Quality Scores on all your Campaigns to maximize dollars and improve your results!