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

The Google keyword tool can be located through the following link attributed to the screenshot. Within the screenshot i have done a search for ‘google adwords keyword tool’ which is the topic of this blog.

I am supplied with the following results.

: The Keyword
: Advertisers competition ( The amount of competition from a search perspective attributed to this keyword)
: Local search volume for the previous month (This is related to the country you have chosen for your local search volume). This can be changed through the following area of the keyword search tool.

Clicking the edit button you can display which local search volume you want. Easy hey?

: Global monthly search volume. If you are catering for the wider audience then this is a key feature you need to look for.

Why Is this tool important?

The data within the Google Adwords keyword tool is brought to you by Google which means the accuracy of the data is as current as it can be. Google wouldn’t provide its customer base with incorrect data as this would surely hinder the development of their Google adwords advertising platform

What to do with this information?

As i stressed earlier please don’t use this tool as the only method for your keyword research. This should be in-depth, related to the niche in question and contain longer tail keywords. The keyword tool does however give you an alternative perspective within your search criteria.

Case Study

A recent project of mine involved a ecommerce website selling ‘water features’. I typically search around the term to provide a basis for my research. Using the keyword tool i would add the most broad term linked to the product and then use further keywords produced to form the basis of my campaign. The keyword tool brought back variations of the products the ecommerce site sells include ‘water fountains, self contained water features’ to name a few. Due to my limited knowledge of Water features this provided basic information for me to detail my further keyword building around. The keyword search tool does the basic jobs of supplying you with keyword examples. Its up to you to find the longer tailed keywords to really find those niche clients

Seeing the bigger picture

There is endless features involved within the Google keyword tool. Once i have searched my selected keyword i typically change settings within the drop down menu provided.

When choosing which columns to display click to show all the columns as shown in the screenshot above. This will provide the following information:

Within these new fields you will be presented with estimated position, estimated average cost per click, when the highest volume of searches occurred and most significantly the search volumes trend by month.  This is extremely important as the overall volume of searches doesn’t highlight when the keyword is my popular.

This was extremely important when producing keywords for ‘Water features’ as the volume of searches were significantly lower in the winter months than in summer months. Sounds obvious really but its amazing the mistakes online marketing individuals make when advertising through paid search especially with a seasonal product like water features.

The same can be applied for many areas of ecommerce paid search advertising. If your company sells suntan cream then using the keyword tool to identify the monthly trends can help make strategic decisions on when to spend the bulk of the yearly advertising budget. This type of knowledge is crucial in order to produce success paid search marketing campaigns.

I hope this is of help to you guys. Please comment away and retweet, digg or stumble upon my post. Very much appreciated.

Thanks

Ryan

Standard Delivery:

Standard delivery option is automatically selected for you when producing a new Google Adwords account. This is best for campaigns with limited budget as it evenly spreads your ad impressions throughout the day so therefore you don’t accrue all your impressions early on in the day and miss out on exposure.

I would recommend this for any start up website as it is the less aggressive of the approaches. It is also essentially important when using broad keywords as the amount of impressions tend to be higher than that of longer tailed keywords, thus having a potentially higher probability of receiving multiple clicks.

Accelerated Delivery:
Accelerated delivery is the more aggressive approach for Ad showing within the Google search engine. This essentially increases the likelihood that your budget will be exhausted throughout the day as Google will show your ad’s as often as possible.

Accelerated delivery is recommended to those high expenditure accounts looking to receive maximum exposure through Paid search. If you tend to use predominantly broad keywords then there is a high possibility you will exhaust your budget with this method over the normal standard delivery.

Where can i find this option?
If you are new to the Google Adwords then you may struggle to find this function.

Firstly by clicking on the Campaign tab followed by the settings tab you will be presented with a list of your Campaigns. Simply click on one campaign and you will uncover the necessary information on this campaign structured as followed:

You will see within the Budget and Bidding section there is a ‘Position preference and delivery method’ drop down. Clicking on edit button aligned with ‘Delivery method’ will reveal the following:

Simple click on the desired method and press save. This needs to be implemented across all Campaigns for the desired affect through your Adwords account.

Why do this?:
Ad showing is a crucial aspect of Paid search management sometimes missed by those within the industry. Although its not a crucial fundamental of paid search production it can help bring your companies exposure to the market quicker and more effectively than sticking with the standard method. I would however stress that this is best placed within the larger organisations who’s budget can mirror the potential exposure they will be gaining from this.

Thanks for reading,