Locating Quality Score:

For the purpose of this tutorial and to spend up your whole Google Pay per click life i would recommend the Google adwords editor tool. It can be located by clicking here. Not only is the interface easier to navigate through, it also allows you to mass upload changes to your Google adwords campaigns. Information on the Google adwords editor tool can come later. For now we are using the Google adwords editor tool as a visual display. Its easier to view your quality score across the whole campaign. A visual of this is below:

How is Adwords Quality score calculated?

Quality score is created by Adwords for each of your keywords. Adwords or Google more specifically look at a number of factors in measuring the relevance of your keyword is to your chosen ad text and the search query. Quality score tends to change frequently and can dependant on the performance of your campaign on a whole.

Google further explanation surrounding quality score breaks down the way its created into a variety of factors. The quality score influences the actual CPC (Cost per click) of your chosen keyword. Typically a keyword with a high quality score will have a better Cost per click. Google adwords also produces a estimated first page bid which is the amount it will cost for your ad to appear on the first page of the paid ad inclusion. This is another factor controlled by quality score. Again a keyword with a high quality score will typically have a lower first page estimate as the relevance of the keyword aligned to your ad text will be significant.

First page bid estimate is located directly next to quality score within the Google Adwords editor.

Google Adwords Quality Score in a Nut shell

Google adwords quality score is used in order to ensure relevant ad’s appear to the right users within the Google search engine and network. My experience of quality score within the Google search engine is that those ad’s with a high quality score tend to be the more relevant ad’s, those of which typically earn more clicks, appear in higher positions within the Google paid rankings and bring your campaigns the most success.

My Experience

Quality score tends to help you realise those keywords which you need to remove from your account and those which are potentially high performing keywords. You need a research your target audience thoroughly and not merely follow ‘generic’ Adwords advice. I concede its ironic me saying this while writing a blog however i cannot stress that although the things i talk about are important they shouldn’t be the only things you concentrate on.

Tailor defined pay per click campaigns are the way forward and areas like quality score should be used as a guidance tool only.

Within my clients account focusing on water feature campaigns one of the keywords i had in my account was ‘gift for gardeners’ the other keyword was ‘barrel water features’. The ad text was as followed for each:

Gift for Gardeners
UK Leading Water Feature Supplier
Huge Range Of Christmas Gift Ideas

and the other ad text was as followed:

Barrel Water Features
Huge range of Oak Barrel Features,
A Fantastic Christmas Gift Idea!

One of these has a quality score of 4 whereas the other comes in with a 10. I want some feedback guys on which one you think would attain the greater quality score and why Little test for those willing to answer. Thank you very much for reading.

Ryan

From the example provided its clear to see the location targeted is Australia as the campaign is for the Australian audience. It is easy to miss when starting out as i believe the default would be the US or whichever area you state when first signing up. If your working on accounts across different countries and regions its essential you change this location targeting or your Ad’s for the UK may end up on the American Google search and if your site is only targeting the UK this is a waste of traffic and a waste of Google Adwords spend. Not something i recommend of course.

Locating within Google Adword Editor:

As a huge fan of the Google Adword editor (although it can be ridiculously slow) i would recommend using this for the majority of your Google Adwords implementation stage. To locate this setting within Google Adwords editor you have to locate the campaigns interface and you will be greeted with the following:

Once this is located you can press the edit Button and you will then be greeted with the following screen:

As you can see from the screenshot it provides you with all the locations you can target through Location targeting in Google Adwords. To select more than one location hold down ctrl and click the locations you want to select. Its a very simple but essential fundamental of Google Adwords activity.

Targeting specific locations within a Single Country:

As evident from the above screenshot it is possible to target select locations within a Country. This only works when selecting one country to target.

This can be key when your target audience only involves people from a specific region. For example: If you were a Plummer but only had the capability to target people within a specific region then it would make sense for your Adwords targeting to specify that region only. Jim the Plummer from Leeds can only deal with clients within the Leeds area. He would therefore select the following criteria.

Jim’s Pay per click marketing would then target only search criteria within the Leeds area. This again is another crucial part of Adwords if you are looking to run a small niche Adwords campaign only targeting the select people who fit under the your business strategy.

As you can see from the examples, Google Adwords location targeting is an essential part of successful pay per click implementation. Targeting the wrong areas, the wrong clients and ultimately the wrong clicks can have detrimental affects on your budget. Its the small minor details which make the difference. Having the right criteria in place can help you on the right path to ppc success. Thanks for reading guys,

Match types although extremely simple are an important component of pay per click marketing. The difference between match types can be the difference between spending on terms which just aren’t going to convert into sustainable traffic or having the money proportioned to more sustainable keywords.

To start this tutorial we are going to use the Google keyword tool. Which can be found by clicking here.

The Google keyword tool is commonly used within the initial start up period of a Pay per click campaign. Sure you can produce these keywords within your own means however the Google keyword tool helps establish the highly search terms and those broad terms which may cost you financially for the conversion.

For the means of this exercise i am going to search under the term ‘water features’. The results within the screenshot below indicate the search volume of the keywords when on broad match. This can be changed to phrase or exact match by clicking on the ‘Match type’ option in the far right of the screen as indicated below.

So what does this tell you about the different keyword match types? It actually tells us quite a vast amount of information and helps explain what these three terms consist of.

Phrase match keyword example;

Exact match keyword example;

As you can see from the examples these fluctuate with the match type. So your asking the question. ‘What does this determine?’

In a nut shell is the only way to describe these as they are particularly simple. They are as followed:

Broad Match: The keywords using the term broad match can be shown in any order with any other words.

For example. The term ‘water feature’ could be shown with any variation. i.e.: water pump feature, water house feature, feature water house, feature hose water.

Phrase Match: The keywords are used in the order shown with other words for variation.

For example: The term ‘water feature’ could be shown with another word accompanying this term. i.e.: gold water feature, water feature blue, bespoke water feature, elegant water feature.

Exact Match: Exact match keywords are exactly how they sound, an exact match of the keyword searched for.

For example: The term ‘water feature’ would only be shown when that term is typed in.

The exercise of using broad, phrase and exact is an important component of successful paid search marketing. Using the broad match for a term with 4 million searches would open your account up to high expenditure without relevant return. Using the broad match term can typically equate to less conversions but more impressions and clicks. For a client with a endless flow of finances for their online marketing campaign, this may be the answer however if you are looking to target specific terms then broad and phrase match are the way forward. These will decrease your volume of clicks and impressions however the traffic will be more relevant to the service you offer.

Use match type’s wisely. They can be the difference between a successful marketing campaign and an unsuccessful one.

Thanks for reading.