Dinesh Thakur

Dinesh Thakur is the co-founder of Ads Triangle which is a Google Partner and Bing Ads Accredited agency. He has over 7 years of experience in Pay per Click marketing. Dinesh has helped hundreds of businesses to grow their revenues through PPC. He has expertise skills in Google Adwords and is passionate about Pay Per Click.

Latest posts by Dinesh Thakur (see all)

Landing Page and Quality Score

How to Optimize Landing Pages For Better Quality Score and ROI

Everyone who knows Google AdWords is familiar with the term Quality Score in one way or the other.

According to Google, “Quality Score is an estimate of the quality of your ads, keywords and landing pages. Higher quality ads can lead to lower prices and better ad positions.

The Quality Score is a way of rating the relevance of the keywords, ads and the landing pages. Therefore, it becomes one of the most important aspects that an advertiser looks for.

Generally, the Quality Score is taken as a number between 1 to 10. However, there are 3 main metrics that affect the Quality Score i.e

Quality Score Factors

Although many advertisers know the importance of Quality Score. They are not sure as to where to begin the strategy to optimize it.

In the Quality Score optimizing the process, the advertisers mainly focus on optimizing the CTR and the Ad Relevance, while almost forgetting about the third metric that is the landing page relevance.

Here, we are going to focus on the third metric of Quality Score i.e. the landing page and will tell you the insights of how you can optimize the landing pages to improve your Quality Score.

What is the importance of Quality Score?

Quality Score is that metric that metric that represents the relevance of your ads to the search queries of the users.

Quality Score that determines whether your keyword is eligible to enter the auction or not. Click To Tweet

Moreover, when Quality Score is combined with the CPC bid, it determines the Ad Rank.

Quality Score Formula

This point holds extreme importance especially for those advertisers who have a limited budget. The importance of Quality Score is that factor it affects the overall health and the success of your AdWords account.

What factors determine the Landing Page Quality Score?

According to Google, there are four factors that determine the quality score of the landing page. These factors are relevant and original content, transparency, loading speed of the landing page and navigability.

Google wants the advertisers to make quality websites that are most relevant and useful to the users.

The landing page quality should not be important to the users but also to the users as well. Click To Tweet

The guidelines of a good landing page also initiate in helping the advertiser to turn the visitors into customers.

Measuring Landing Page Relevance

To check the current status Quality Score with regard to the Landing Page, AdWords provides you with a set of columns. You can add those columns to the interface where you can view the factors that affect the Quality Score.

Quality Score Modify Columns

After you have added the columns, you can easily measure the quality score and get an idea of the places where improvement needs to be done.

Quality Score Number

There you will find three different levels that tell you about the status of the Quality Score:

  • Above Average: Having an above average Quality Score means that you have achieved the highest rating.
  • Average: Having an average Quality Score means that you have achieved the adequate rating.
  • Below Average: Having a below average Quality Score means that you have achieved a poor rating.

Landing Page Optimization Tips to Improve the Quality Score

1. Relevant and Original Content

The first thing that you should measure is the relevance of the content to your keyword. Therefore, you should always look forward to creating a landing page that is relevant to your keywords as well as ads.

Create landing pages that are relevant to your keywords as well as ads. Click To Tweet

Enriching your Landing Page with relevant and original content is one of the most important things that you should do. Ensure that the content of your Landing Page correlates and matches with your Ads and Keywords.

Your Landing Page should clearly depict the idea that was given in your ads. Moreover, your Landing Page should clearly be about the search query of the user which made the user click on your ad.

Having the exact search query or even the parts and titles of the search query in the landing page is a pretty good move. Make sure that there is a clear connection between what the user is looking for and where are you directing them after they click on your ads.

When you send your visitors to a highly relevant landing page, the performance of your account gets improved and your Quality Score gets increased.

While creating your Landing Pages, it is advised to tailor your content especially the titles and headlines according to the search queries that your visitors might be using. You also need to be clear with your intentions.

Apart from the relevance, the originality aspect is also taken into consideration because it wants your Landing Pages to have some kind of value. Google also measures the originality of your Landing Pages to compare it with similar advertisers and their offerings.

2. Landing Page Loading Speed

Landing Page Loading Speed

Did you ever try to visit a website that took forever to open? What was your next move then? Did you wait for the website to open or did you just bounced off from that site?

Majority of the users are in a hurry, they do not have all the time in the world to wait for the website to get opened. They simply bounce off and visit another website.

If you keep you make your visitors wait for the landing page to load, they will simply press the back button and go somewhere else.

Putting in a lot of effort in creating the right landing page by putting in relevant content, high-quality images and self-explanatory videos will go in vain if the loading speed of your landing page is too slow.

When Google encounters websites whose Landing Page Loading Speed is low, it penalises those websites which further reduces the Quality score.

The faster your Landing Page loads, the higher are the chances of getting a conversion. Click To Tweet

As the loading speed of the Landing Page has a large impact on the Quality Score, you should keep testing your Landing Page to make sure that they have a pretty reasonable speed.

Google also provides you with tools like the Page Insights Tool to evaluate the speed of your Landing Page. It also provides you certain tips to improve the speed of your Landing Page.

PageSpeed Insights

3. Easy to Navigate

Easy To Navigate

After you have directed your visitors towards your Landing Page, you should make sure that they can easily navigate their way around the site and find what they are looking for.

Make sure that it does not take forever for the visitor to find that offer that brought him to the Landing Page. Rather, they should immediately find the whatever they are looking for.

Don’t confuse the visitors by providing a hundred thousand links that go through all other parts of your website. 

Make sure to limit the amount of internal and external links that you include in the page. Click To Tweet

The same goes for the distractions as well. Distractions are those inputs in your Landing Page that prevent your visitor from completing the desired conversion actions and diverts them to something else.

You need to take strong measures to minimize the distractions like the non-essential product options, a lot of external links, and unnecessary information that can increase the bounce rate of your website.

Hence, to eliminate the distractions, you can either shrink or remove the irrelevant menu, pull off the sidebars and big headers that are of no use.

If your Landing Page is not easy to navigate, your potential customers will just abandon your website and look for the information somewhere else. Ensure that all the categories related to your product/service are divided clearly and assure that the search feature works.

Hence, to sort the problem of navigation, design a Landing Page that clearly states the offers and promotions. Make sure that it also includes an outstanding Call-to-Action for you to increase your conversion rate.

4. Transparency

To prove that your business is legal and valid, you need to be transparent in your approach. You need to make sure that your business and contact information is easily available. For this reason, it becomes very important to include the contact information of your business on your Landing Page.

The contact information that you provide on your Landing Page helps your visitors to get in touch with you as per their requirement.

The contact information not only increases the probability of getting more conversions but they also make your business more reliable and authoritative.

To make your Landing Page even more persuasive and valid, it is advised to add the phone number, physical address, email along with social media links.

Adding contact information on your Landing Pages makes you more available to your customers. Click To Tweet

Hence, the more you are available for your customers, the more you are creating a bond with them. This initiates the visitor to get converted into a customer.  

Another aspect of transparency can be related to the information that you are collecting from your visitors. Let the visitors know the reason behind the collection of data. You also need to tell your visitors that the information that they provide will be carefully used and implemented.

5. Write Powerful Headlines

Write Powerful Headlines

The first thing on the Landing Page that has the potential of grabbing the attention of the user is none other than the headline. It is so important because it has the power to make or break your Landing Page.

While writing the headline for your Landing Page, make sure that the headline is strong enough to hold the attention of the user so that they stay for long enough to see your offer.

Owing to the fact that the headline has only a few seconds to attract the user.

Write headlines that are straightforward and gets the attention of the user instantly. Click To Tweet

The headline bears so much of importance because according to one study 8 out of 10 people read the headline and if they find it interesting enough they move towards the Landing Page. So, the headline decides whether the visitor will go through the entire Landing Page or not.

Not only your headline should be attractive enough, but it should also inform the visitor about your product/services. To get the best headline, keep testing several headlines to see which one of them gets the best response from the visitors.

Moreover, do not beat around the bush and create headlines that are short, concise and precise.

6. Make your Landing Page Device Compatible

Landing Page Device Compatibility

This requires no brainstorming. The users do not use only one device while they are searching on the internet. There are various kinds of devices that are used by the visitors on regular basis. Some use desktop computers, while the others use tablets and the majority of the users use the mobile device to conduct a research on the internet.

However, you should take this point into consideration while creating your landing page. If you think that you are sorted by creating a single layout of the Landing page for all the possible devices, you are doing nothing but simply blowing the chances of getting conversions.

Check the device compatibility of your Landing Page with respect to all the devices. Click To Tweet

You can use tools like Mobile-Friendly Test, BrowserStack and Responsive Design Checker to check the device compatibility of your Landing Pages.

On the contrary, a very large percentage of traffic that is generated comes from the mobile devices. And for this reason, it becomes very important for you to optimize the Landing Pages for the mobile audiences as well.

You should keep your entire focus on the headline and the Call-to-Action. See to it that the content on your mobile Landing Page is easily readable without having to zoom it.

On the more, it is a real hassle to copy the phone number from the landing page to the dial pad. Hence, to make it really convenient for the visitors to call you, you should make sure that all the numbers that are present on your Landing Page are clickable.

7. Focus more on Benefits rather than the Features

Features versus Benefits

This is probably one of the early lessons of advertising that you should be knowing. You should be laser-focused on highlighting the benefits rather than the features.

Well, a feature is the specification of your product/service. It tells the users about the functionality of your product/service.

On the other hand, a benefit is an advantage that the user is going to gain when he/she uses that product.

Okay, so now you have two options to highlight on your Landing Page i.e the benefits or the features.

The question arises here is that how are you going to make your visitors convert on your Landing Page?

  • By explaining to them how outstanding your product/service is?
  • By explaining the advantages that the users are going to gain from your product/service?

Well, by far you must have got your answer. Just in case you didn’t get the answer, the correct option is the second one.

There is a difference between the benefits and features of your product which we have already stated above.

When you only mention the features of your product/service on your Landing Page, you simply assume that your visitors are technically expert when it comes to your product/service.

Don’t assume that the visitor will know about your product/service on its own. You should take an initiative to tell a story about your product/service in the clearest manner. Talk to your visitors in the terms that they understand well. Do not use extremely high sounding words and expect them to respond accordingly.

On the other hand, when you talk in terms of benefits, you are picturizing a story in front of your visitors. A picture perfect scenario that makes the visitors inclined towards getting converted.

Benefits usually solve a customer’s pain point. Click To Tweet

If a customer is going through a major problem and your product/service provides a benefit to them in terms of solving that problem. Then there is a 100% guarantee that the visitor will definitely convert.

8. Include Social Proofs and Trust Signals

Why should your potential customer trust you? Just because you are claiming that your product/service is the best, doesn’t make it the best. You need to support all your claims with proper social proofs and trust signals so that your potential customers begin to trust you.

Actually, the fact is that nowadays before making a purchase for any product/service, people look at the review of that particular product/service. They trust the reviews and the testimonials more than the product descriptions.

People think that usually, the advertisers boast about their product/service a bit too much. But the customers who have already used that product/service will always give the correct feedback, irrespective of whether the feedback is positive or negative.

You need to add credibility to your Landing Page so that your potential customers can trust you.

Credibility can be added with the help of social proofs and testimonials. Click To Tweet

The testimonials help the visitors to trust you and also assures them about the validity of your business. If the visitors get to see the trustworthy review or testimonial, they will become more inclined towards your offer and will look forward to making the purchase.

Besides adding the testimonials, you can also go ahead and add trust signals. They might be the awards that you have won. Or any kind of social recognition that you have been given by a third party. This will further assure that your business is trustworthy enough to make a purchase with.

9. Use High-Quality Images and Videos

Drift Video

Image Source: Drift

No doubt action speaks louder than words. When content is combined with appropriate images and videos, the performance of the Landing Page gets a boost automatically.

Images give you a visual description of what is being said on your Landing Page. Click To Tweet

Indeed the images make the Landing Page highly attractive and engaging. The images help the users to bring out their necessary emotions. As the emotions of the users are drawn out, they are more likely to get converted.

More than the content, images are shared on the social sites. Therefore, they lead to an increase in the conversion rate of your Landing Page.

Suppose if you are an e-commerce owner who deals in the online business. No matter how great or relevant content you write, the customers will first see the image of the product that you intend to sell.

After they are satisfied with the product, then only they will look forward to the description and specifications. So, while choosing the images, you should ensure that the image should be large, clear and of high-quality.

In addition to the images, videos should also be used in your Landing Page whenever possible. It is one of the best mediums where the visitors can experience your message by putting a very little effort.

Videos increase the length of the time that people stay on your page. This gives your message a long time to get sunk in the minds of the customers. Most of the people are lazy in the sense that they will scan through the content but will watch the whole video properly.

Put explainer videos of your product/service to explain how the particular product or service is used.

10. Add Strong Call-to-Action


Image Source: Kissmetrics

Well, the Call-to-Action is precisely the most important component of your Landing Page. CTA is basically a button that represents the action that you want your visitor to take when they are directed to your Landing Page after clicking on your ad.

A CTA is a key to conversion, so if you do not have a CTA on your Landing Page, your visitors won’t convert.

Make sure that your visitor does not have to look for it. The CTA should be so prominent that it strikes to the visitor as soon as he lands on the Landing Page.

Don’t just create a CTA in a hurry. Take a considerable amount of time to design the CTA. And see it too it that is not common or average. Keep testing your CTA at regular intervals to get the best results.

Make your CTA button clear using contrasting colours. Click To Tweet

Do not use the same colour of that of your landing page. As that will prevent the CTA from being prominent.

Do not make this mistake of making the CTA using long words or sentences. Keep your CTA short and use action oriented words.

Final Thoughts

However, there is no exact formula for calculating the Quality Score. As the Quality Score depends on three metrics i.e. Click Through Rate, Ad Relevance, and the Landing Page Relevance, we can always look forward to improving these three factors.

Often the advertisers are more inclined towards optimizing the keywords and the ads in hope of improving the Quality Score. They almost forget about the Landing Page which is the first step towards the conversion funnel. Therefore, through this blog, we have given you insights on how can you optimize your Landing Pages in order to improve the Quality Score.

Dinesh Thakur

Dinesh Thakur is the co-founder of Ads Triangle which is a Google Partner and Bing Ads Accredited agency. He has over 7 years of experience in Pay per Click marketing. Dinesh has helped hundreds of businesses to grow their revenues through PPC. He has expertise skills in Google Adwords and is passionate about Pay Per Click.

Latest posts by Dinesh Thakur (see all)

The Secret of Remarkably Successful AdWords Campaigns

Nevertheless, Google AdWords is a great platform for getting new customers.

Because Google AdWords has the power to display your ads to a highly targeted audience at the exact time when they are actually looking for your product or service.

However, creating a new AdWords Campaign is an exhilarating task with a lot of emotions getting built up.

Since, Google AdWords is an innovative method to increase traffic it also requires hard work, strategic thinking, and proper planning.

Also with Google AdWords, it is not necessary to spend a lot of your budget to get the most of the Google AdWords campaigns.

Google AdWords is for all, whether a small, medium or large business. Click To Tweet

Here are the tips being offered to any advertiser who is planning to use Google AdWords or has already started with it to make their AdWords Campaigns remarkably successful.


1. Determine The Demand of The Customer

demand of the customer

This is the most important element of a successful AdWords campaign.

Before starting off with any campaign, determine the demand of the customers. Click To Tweet

If the customers are not looking for your product/service on Google, then there is no point of creating an AdWords campaign.

Therefore, understand the psychology of your customers and the suitability of our product or service before creating an AdWords Campaign.

To check the keyword phrases, use the Google Keyword Suggestion Tool that lets you analyze a lot of data, helps you to generate relevant keywords that are famous and also tells you about the competition that those keywords get and their bid price.

While looking for specific keywords for your business invest in keywords that have high search volumes, invest in keywords that indicate a sense of purchase rather than just providing information and also consider the affordability of the keywords.


2. Understand The Basic Maths of Your Campaign

maths of your campaign

After getting to know the demand the next step is to choose keywords that are most relevant to your business.

As the keywords are the building blocks of the AdWords campaign, they require constant updates and planning.

But before you finalize the keywords for your Campaign, you need the understand the basic mathematics of your campaign.

By this, you can escape from bidding on a keyword that is way too expensive for you.

To ascertain the financial aspect of the keywords, ask yourself this question, “Can I afford to advertise on this keyword?”

To answer this, you need to calculate your Max Cost Per Click that is affordable to you.

Make a comparison list with the maximum amount of that you can spend for a particular keyword. Click To Tweet

Use the following formula to calculate your Maximum Cost per Click.

Max CPC=(Profit per Customer)(1-Profit Margin)(Website Conversion Rate)/100

Suppose your Profit per Customer is $100 with a profit margin of 40% and a conversion rate of 10%. By using the above formula, your Max CPC will be:

Max CPC=[$100(1-0.40)10]/100=$6

With this, your Maximum Cost per Click for a keyword is $6.

And if the estimated Cost per Click is $4, then it is a profitable attempt because here, you are willing to spend more and the estimated cost is less.

On the other hand, if the estimated Cost per Click is $8, then you know that you probably cannot advertise with that particular keyword.


3. Conduct Competitor Analysis

competitor analysis

After making a list of keywords that are both affordable as well as relevant to your product or service, it is important to understand what your competitors are doing.

For this, you need to conduct a competitor analysis in a proper manner.

Having proper knowledge about your competitors gives you an advantage over your competitor. Click To Tweet

You can also use that information to optimize your campaigns.

Competitor analysis also lets you know about the keywords, ads and landing pages that work or do not work in your particular industry.

There are a lot of tools like KeywordSpy and SpyFu that help you in checking out the strategies of your competitors.

These tools give you access to the advertising history of your competitors in a well-organised format.

You can also see which keywords or phrases the competitors are using and also monitor the performance of the keywords used by your competitors.


4. Have a Powerful USP

Unique Selling Proposition

Your Unique Selling Proposition is what that separates you from the rest of your competitors and makes you stand out in a crowd.

It gives your potential customers to a solid compelling reason to choose you.

A well-thought USP can take your business to new heights and can give you an advantage over your competitors.

A strong USP helps you to answer, “Why should customers choose your brand over others?”

When writing a USP in the form of a phrase remember to focus on your strengths and uniqueness. Click To Tweet

A strong USP generates better traffic from potential customers and at the same time remove any unwanted traffic.

A strong USP increases your conversion rate. Not only it will generate quality traffic but it will also help you to get better conversions and will convert the visitors into customers effectively.

A strong USP not only gives a positive impression to your customers, it also gives your clients a good reason to do business with you.

Analyze the shopping pattern of your customers and see what they like and dislike about your industry.

Also take a look at your competitor’s ads, websites, and keywords and then come up with a powerful USP.


5. Create An Irresistible Offer

create an offer

You should create an offer so valuable that your potential customers cannot avoid it at any cost.

Basically, there are four valuable components that form a good and irresistible offer.


The value of the product or service that you are selling should be more than the price. The benefits must outweigh the price.

Your potential buyer should feel that they are more for their money. Do not make your offer cheap so that you start bearing losses.

Instead clearly define all of the value of the product or service provides to the customer.


The users are sometimes doubtful. So the price of your product or service should look reasonable and not extremely less.

Because then they will feel that there is something wrong with your product.

If you are running a sale or giving something for free, provide a solid reason behind it.

Reduce Risk

Customers are always scared of losing money to a cheap product or poor service.

Therefore, you need to provide some kind of guarantee so that the customers can have faith in you. The best kind of guarantee is a money back guarantee.

It minimizes the risk to a very high level and also makes the new, as well as existing customers, feels more comfortable with you.

Call-To-Action (CTA)

By including a simple CTA you can tell your prospect exactly what you want him to do next.

If you want your customers to call you, do not make them look for your contact number on the website, instead provide your number there and then.

And if you want your customers to fill a form, put the form in the front for the customer to see easily.

You should offer something that is so amazing that prospects are simply compelled by it. Click To Tweet


6. Write Compelling Ads

compelling ads

When you are using Google AdWords for advertising, you only pay when your ad gets clicked.

So, your ads have two main tasks to perform.

  • Attract qualified prospects to your ads instead of your competitors.
  • Keep irrelevant prospects away so that they do not click and waste your ad budget.
Compelling ads get more qualified traffic that results into more sales. Click To Tweet

They also prevent wastage of ad spend on irrelevant traffic and gives you an overall higher profit.

Compelling ads usually have a higher CTR that boosts your Quality Score and lowers the Cost per Click of your keywords.

The Adwords ads have a headline, two separate descriptions and a link to the relevant landing page that is aligned with the ad (URL).

You can ask a question to grab the attention of the users, then describe your offer and attract the user with a Call-to-Action in the description and lastly make sure that the URL is correct and goes up to the relevant landing page.

Remember, the headline is the most important element of your Ad, so try to include keywords in your headline.

When the search query matches the keywords in your headline, Google bolds those keywords to make them noticeable making your ads stand out from the rest.

In the description lines, include your benefits, USP, and your special offer.

Also, do not just copy and paste the domain name in the display URL.

In your display URL, you can include your offer, CTA, USP and any other thing that makes you stand out in the crowd.


7. Align The Landing Pages With Your Ads


landing page

Image Source: Flipkart

By now your potential customer searched for your product and services, they have even found your ad to be very appealing.

Impressed by your offer, the visitor decides to click on your CTA.

You have two choices here:

  1. Send your visitor the relevant landing page and close the deal by converting him into a customer.
  2. Send your visitor to the homepage and lose the potential customer and also increase the bounce rate.

I’m sure you might be wondering that why is the second option even included here.

This is because many advertisers make this mistake of directing their visitors to the homepage instead of the landing page.
Homepage explains everything about your business and your products and services.

It possibly does not explains what was highlighted in your particular ad.

If your URL does not go to the correct landing page and instead reaches the homepage, users who clicked on your ad will not be able to find the special offer and will immediately leave while increasing your bounce rate.

Make sure that your ad leads to a perfect landing page that is specially tailored for each ad. Click To Tweet

The headline is the first thing that the visitor reads when he lands on your landing page. Make it attention grabbing and appealing.

Your landing page should be relevant to the keywords and the ads that the user clicked on.

To make your landing page more compelling, include your USP, benefits, special offer, and a strong Call-To-Action.


8. Use Negative Keywords

negative keywords

As you might already be knowing that negative keywords are those keywords that prevent your ads from being displayed for any irrelevant search query.

They play a vital role in saving your ad budget that could have been wasted through irrelevant clicks.

Negative keywords help you to streamline your ads and displays it only for the most relevant search queries.

Negative keywords not only drive quality traffic but also ensures that the traffic that is coming is conversion oriented and end up increasing leads and sales.

As an overall result, negative keywords also increase your Quality Score. Click To Tweet

Since negative keywords have the power to either make or break your campaigns so choose them wisely and it is recommended to conduct proper research before targeting the negative keywords.

Negative keywords also result in a better CTR by making your ads specific and only targeting them to the most relevant target audience.


9. Perform Conversion Tracking

Track your conversions

Keeping track of your conversion rate is extremely essential.

Conversion tracking is a way to determine which of the ads are generating sales. Click To Tweet

It is essential to analyze keywords and ads that are increasing your ROI and those that are simply wasting your ad spend.

Conversion Tracking helps you to manage your keywords and ads properly and also lets you make the necessary changes to optimize your campaigns accordingly.

For your business, a conversion may be a purchase, sign-up or a lead.

It is basically the action that you want your visitors to take on your website.

Without proper tracking, you cannot differentiate between the top performing and underperforming keywords, ads, and landing pages.

To keep a record of the conversion rate, you can place the conversion tracking code given to you by AdWords to your specific landing page for each advertisement.


10. Optimize your campaigns

Optimize your Campaigns

After you have created your AdWords campaign, the next step is to optimize them based on the data you have inherited through conversion tracking.

After your ads are launched, you need to monitor them closely.

Observe a number of clicks it is generating, how many visitors are landing on your landing page and out of them how many are actually converting.

If your keywords are profitable enough and still you are not being ranked No.1, raise your bids for those keywords.

On the other hand, if a keyword is not profitable, either lower the bid or pause the keyword depending on the situation.

To maximize your CTR, test different versions of your ads. Click To Tweet

Also, test different versions of your landing page to determine which one of them is generating maximum conversions.

In a nutshell, to optimize your campaigns you should be looking to improve the elements that are working in favor of your AdWords campaigns and remove those that are not working at all.



Creating an AdWords campaign is a daunting task but if done correctly it can result in a leading factor to enhance your online presence and conversions.

By focusing on the above tips you can create AdWords campaigns that are profitable.

Google AdWords requires an intelligent understanding of the metrics and clear investment so make sure you rely on both of them.

Also remember, the success of your AdWords campaigns depends a lot on the type of business you are involved in, your target keywords, competitors, ads and the conversion rate.

Hopefully, these tips have provided better insights to boost your productivity and efficiency of your Google AdWords campaigns.

Dinesh Thakur

Dinesh Thakur is the co-founder of Ads Triangle which is a Google Partner and Bing Ads Accredited agency. He has over 7 years of experience in Pay per Click marketing. Dinesh has helped hundreds of businesses to grow their revenues through PPC. He has expertise skills in Google Adwords and is passionate about Pay Per Click.

Latest posts by Dinesh Thakur (see all)

8 Reasons: Why You Need to Bid on Pure Brand Keywords

Are Pure Brand Keywords worth bidding for?

Most of the PPC marketing specialists know the effectiveness of bidding on Pure Brand Keywords in paid search marketing.

However, few marketers think why should one waste money on PPC for brand bidding when he can trigger the same with organic search without cost.

Brand bidding is essential to compete in the market and get incremental quality traffic. Click To Tweet

What are Pure Brand Keywords?

The keywords which contain your company’s brand name or brand name variations are called pure brand keywords. These brand keywords must not include any generic portion.

For example, if your brand name is “Brandin” then the pure brand keyword should be ‘Brandin” or “Brand In”. And the variations could be “ Bra and in” or ‘Bran din’ or ‘Brand in”.

During creating new PPC account we can set brand keywords to exact match type.

How Does Pure Brand Bidding Work?

Bidding on pure brand keywords illustrates that you are bidding on your company’s brand term.

As per above-mentioned example if your company’s brand is ‘Brandin’ then you are going to bid on the pure brand keyword ‘Brandin’ or all the related variations of this term.

As bidding on pure brand keywords set to exact match type, your ad will appear only when a user types the exact phrase of your brand term or its variations.

Brand search happens only when a user is familiar with your brand name. Therefore, your paid search will be secured from non-qualified clicks or traffics.

Your ad will appear at the top of the SERP revealing all the necessary messaging you designed.

Why Bid on Pure Brand Keywords?

Many people may argue that Brand bidding is not worthy because it shows ads only to the people, who know the brand term. Really a good point!

As a paid search marketer there are two options before you, whether you will bid on your pure brand term or on other valuable keywords.

You select paid search platform over organic search in order to ensure improved conversions. But ultimately you are always looking for something that will bring more ROI from an ad.

Along with bidding on a non-brand keyword, you should also run PPC campaign with Pure Brand Keywords simultaneously.

Here, are some biggest reasons to elaborate the effectiveness of pure brand keywords on paid search platform-


1. Increase Real Estate: Dominate SERP.

Dominate the SEO

It is widely accepted that more than single result in Search result page increases possibilities of conversions.

Simply, bidding on brand keywords helps you to rule the SERP with results related to your brand term.

When users get multiple links on the search results, they are more likely to click on your brand. Similarly, when your brand name appears in both paid ads and organic results, users take it to be more acceptable.

As Google continuously modifies the algorithm, it becomes really challenging to appear on the first page along with a good ranking on SERP.

Bidding on your brand keyword makes SERP presence strong. Click To Tweet

It helps you to expand your real estate and thus you can capture users’ attention before they get distracted.

You know that if your PPC ad cannot accumulate good ranking then the possibilities of conversions gradually gets lowered.

You must bid on brand keywords in order to rule sponsored and organic listing so that you can expand your real estate.

Increased real estate or dominating the first page of SERP establishes the credibility of your business to a large number of people. It also signifies that your brand is a serious name in your industry.


2. Get Greater Control over Messaging.

deliver the right message

Sponsored ad is flexible enough to let you craft the message as per your requirement. In the organic results, you can also use message but as they are static you cannot have proper control over messaging.

In paid search, as you get greater control, you must craft messages to attract attention from users. This is another great reason why you should bid on your pure brand term.

When you bid on your brand keyword you will appear on the very first page of SERP. And you can take this opportunity to design your ad copy to convey your company message.

Ruling the SERP is not enough if it fails to attract people through perfect messages.

As bidding on brand keyword gives you enough opportunities to increase the real estate, you need to design your message aptly. Try to take this advantage of sponsored ads and drive people to the pages that convert more.

To increase conversions delivering the right message is important. Click To Tweet

When people search for your brand term you need to reach them with the message of offers, promotions or changes.

It will not only increase acceptability but also establish your brand reputation. Describing several offers or promotions has proven ability to increase user interest.

Try to craft ad messages on the basis of what your company has to offer users and what benefits they can get from you.

Do not forget to introduce additional service that your company provides along with using ad extensions.


3. Keep Competitors Away and Lead The Competition.

You must bid on your brand keyword in order to drive the potential traffic to your landing page.

If you have not yet had a bid for your brand term, then some of your competitors are definitely bidding on that term.

This way people, who are actually interested in your brand are being diverted to your competitors’ website.

As you are not currently bidding on your brand term your competitors’ ads will appear above your organic ad when a user searches for your brand keyword. It is no good for a company’s profile or reputation.

You should continuously bid on your brand keywords to be listed above the competitors, who have taken a challenge to bid on your term.

You must work hard to come up with good ad copy and apt ad extensions so that you can push them behind within few weeks.

Bidding on your brand term ensures reducing chances of losing potential or assured traffics. Click To Tweet

4. Send Traffics to Other Dedicated Pages Instead of Home Page.

Duplicate keywords

A dedicated landing page always increases the number of conversions. That is why your ad should not be pointed towards Home Page.

Through PPC ad you can get greater control on where you would send the visitors. Click To Tweet

Bidding on your brand term leads the SERP and here you get the ability to convey various offers and promotions to attract people. It is very much needed to drive the people to the right place to improve conversions.

A dedicated page always makes a user easier to find what he wants from you. So, bidding on your brand name enables you to drive right people to the right place.


5. When Your Organic Rank is not Number 1.

Sometimes your brand may not rank top in Search Result page for brand searches. It is really hard to rank well or get position on the first page organically for the newly launched brands.

There may be other reasons also behind not ranking on the first page organically such as, lack of quality content, lack of SEO content or your site is not fully indexed.

Through PPC ad you can get greater control on where you would send the visitors. Click To Tweet

If your customers cannot find you on an organic result or paid result for brand search then obviously you are more likely to lose your customers to your competitors.

You must use PPC brand bidding in order to let your customers find you. You should optimize organic result as well as when you are catching your customers through PPC Brand bidding.


6. Add Ad Extensions and Get More Control over Sitelinks.

Through ad extensions, you can furnish more offers or services and users can be easily directed to other landing pages.

You must use this option as an opportunity to bring customers to offer pages or other popular product pages. In this way, your conversions will be more likely to increase.

As you can get more control over site link extension, bidding on brand keywords lets your potential customers to get landed to the perfect pages more easily.

You can design this extension to promote new products, publish offers, request for sign up to a newsletter or redirect the customer to specific product category pages.

By using Call out extension you can tell customers about your unique selling points. Click To Tweet

On the other hand, Review extension should be used to display positive reviews about your company.


7. Brand Keywords have Lower CPC.

Brand Bidding

Bidding on your Pure Brand Keywords is one of the best options to get the conversion at lower Cost per Acquisition.

Brand keywords always have good Quality Score and higher CTR, therefore you get lower CPC than generic keywords.

Brand bidding has always been considered in achieving higher Conversion rate. Click To Tweet

In terms of QS, Performance, and CTR, brand keywords always have top performance and that is why you get cheaper Cost per Conversion.

By introducing brand bidding in your account you can also run testing on competitive keywords without even hurting target CPC.


8. To get Better Quality Leads.

get better quality leads

In brand bidding campaign you actually deal with the people, who already know you.

Therefore, you already know their onsite behavior and on the basis of that, you have greater control to design your ad copy.

Brand search signifies the people, who are return customers, have heard about your brand, researched about your company or have had a past relationship.

Therefore, you have greater chance to generate leads from them in order to increase conversions. They search query with your brand keyword because they know that you have what they want.

Brand Bidding and Quality Score.

When people do a brand search, they are most likely to have a higher click through rate. It means most of the clicks are meant to get converted.

It means your overall quality score gets improved and reflects increased overall account CTR. As good quality score helps to lower the CPC, you can run experiments with your low performing terms.

Brand bidding and Clicks.

Bidding on pure brand keywords helps in generating lots of quality clicks. Click To Tweet

Brand bidding ensures that your ad will appear when a user will search by your exact brand term. Users search by your term means that they are very much interested in products or services that you provide to them.

Users search by your term means that they are very much interested in products or services that you provide to them.

That is why your ad will get more clicks from them. It has been seen that paid search on brand term gets more clicks than paid search with other terms.

On the other hand, there are some people, who use the search engine instead of browser’s address bar. They are more habituated to type company name or websites on the search engine as the replacement of address bar.

Bidding on pure brand term helps to seize these clicks. Therefore your ad will get more clicks. Brand bidding actually increases numbers of clicks and most of them tend to get converted.

Brand Bidding and Conversion Rate.

Brand Bidding and Conversion Rate

Bidding on pure brand keywords ensures having most numbers of quality clicks.

Unlike paid search with other quality keywords, Branded keywords generate more quality clicks.

Users come to your ad by brand search because they are actually interested in having services or to purchase products from your company.

They use brand search because they are familiar with your products or existing good experience with your company. That is why they are more likely to generate conversions.

As you have more control on messaging and site link extensions, you design them in a way so that they can effectively capture visitor’s clicks.

Similarly, you can drive users to the most relevant landing pages to ensure better landing page experience. These all values confirm higher Conversion Rates ensuring higher ROI.

This is a great opportunity to increase ROAS as you get lower CPC on pure brand keywords.

Google has confirmed that clicks with Branded keywords have the ability to double the conversion rate that you get from the clicks with non-branded keywords.


Pure Brand Keywords is very effective in increasing conversion rate and PPC performance as well.

Bidding on pure brand keywords is actually a powerful strategy to accumulate the potential clicks from the interested people. Nowadays this is an essential trick to lead the competition.

Though some skeptical marketers are happy with the organic search for Brand keywords, expert marketers always imply this powerful weapon because they know how beneficial it is for PPC campaign.

Therefore, Bidding on Pure Brand Keywords helps you to present right thing at right time to the people, who are actually looking for your brand, products or services.

Dinesh Thakur

Dinesh Thakur is the co-founder of Ads Triangle which is a Google Partner and Bing Ads Accredited agency. He has over 7 years of experience in Pay per Click marketing. Dinesh has helped hundreds of businesses to grow their revenues through PPC. He has expertise skills in Google Adwords and is passionate about Pay Per Click.

Latest posts by Dinesh Thakur (see all)

How to Do a Powerful Audit of Your PPC Account

PPC audit is an indispensable part of your entire PPC activity.

Your account may be running in a great position or lagging with a poor score, in both situations PPC audit is important.

There is no such benchmark where you can stop thinking about your well-performing account.

In PPC, there is always scope to surpass your previous achievement.

As market environment and user behavior change fast, parameters often change their position towards bad.

On the other hand, if your PPC account is going through a rough patch then a comprehensive PPC audit can provide you detailed analysis about where it actually losing valuable money.

During audit what auditor does is he compares you’re your account with a similar but well-performing account.

PPC audit is basically a health check up of your PPC account. Click To Tweet


What a PPC Audit Should Focus on


The success of a PPC audit resides in its ability to show areas where the advertiser is losing his money and where he can make more money.

It’s about knowing whether the keywords or phrases you have chosen are fulfilling their respective jobs or not.

Setting exact matches, phrase matches, and broad matches in the right manner are important.

The ad text plays a crucial role in reaching the potential clients. The keyword must be there in the ad copy and headline.

In AdWords, you get a chance to showcase your ad in different networks; Not just in Google network but also in its partner networks too. Being two different mediums your PPC campaign will require two different strategies.

Ads are displayed in two different networks- display and search network. Here too ad campaign must be designed to work to their full potential.

The placement of an ad in the right network also plays a decisive factor in the success of an ad campaign.

A complete PPC audit focuses every aspect of an account responsible for making the conversion happen.

Google Analytics and different webmaster tools offer vital information about how your account is performing. These tools tell how many clicks have been received and what each of the visitors after entering the website.

A complete PPC audit focuses every aspect of an account responsible for making the conversion. Click To Tweet

PPC audit does not change things overnight rather it shows where your efforts are going wrong and in which areas you should focus and work hard:

  • The number of people who saw your ad
  • The amount you paid for each click
  • How many people clicked on the ad
  • Which clicked turned into conversion
  • What is the average position of the ad in the page
  • Amount that you earned from the conversion of the ad

All these facets at the center around one coveted performance indicator and that are the quality scores.

The quality score in AdWords plays vital score in both in terms reducing ad spend and gaining more relevance towards potential customers.

To reap the benefits of a PPC audit you should provide as much information you can. The more information you provide the more coherent report you get.

At least 90 days of account history should be there to conduct a meaningful and comprehensive PPC audit.

The amount of submitted data for audit is proportionate with the accuracy of audit result. Click To Tweet


Who Should Perform the Audit?

If you are aware of the situation that which section of your account is not working to its full potential then you can dig into it yourself.

But when the entire account is in question then a professional account manager should take the place.

An auditor should have an objective outlook towards changes he has made in the account. He must be blunt in removing the changes he made in the account. During every audit checking basics should never be avoided.

Simple things often put a huge impact on the account performance. So, always get your basics right.

Hiring a professional for this task can be highly rewarding as well as enlightening. An expert can provide deeper analysis and implications of the different aspects of PPC advertising strategies.

PPC audit is expensive but you can use some PPC tools to fulfill your requirements to some extent.

Experts also use these tools to provide an extensive report of your account. But at the end of the day, you would lack the experience which an expert PPC auditor has gathered throughout his career.

On the internet, you will find many PPC agencies are offering a quick audit of your account but they do not provide in-depth analysis.

PPC expert can provide deeper analysis and implications of the different aspects of advertising. Click To Tweet

PPC Tools

  • Google AdWords Keyword Planner

Google Keyword Planner is an effective tool for every AdWords user. It gives a detailed investigation of the average monthly, annual trends, your competition and a suggestion of keywords bid ideas. Here you can put the information of your target location.

  • Google AdWords Ad Preview and Diagnosis Tool

It ensures whether your ads are showing or not and also how they are appearing. It also makes that you do not get your AdWords impressions wasted while checking the ads.

  • WordStream Keyword Niche Finder

Head keywords are lesser profitable than long tail keywords. WordStream Keyword Niche Finder helps in finding long tail and niche keywords.

It is a keyword suggesting tool that suggests a keyword that might prove profitable for your business. You can also filter keyword by country, search type (shopping or web) etc.

This tool comes really handy in competitor PPC research. It lends a hand in finding your competitors keywords, positions, CPCs, cost and traffic in Google AdWords PPC. Moreover, it gives you a deciding edge in what keyword company might go for bidding.

Another competitor analysis tool provides quite an amount of information around its ambit of the free version. The information it provides comes along with competitors ranking information.

Brings out specific information regarding competitor’s keywords. You may also view the actual copies which your competitor is running.

The paid version Spyfu offers other information like advanced keyword statistics, CPC estimate, and your own performance tracking report.

Various free tools and free account audit opportunities are available on the internet. You can also choose them but nothing comes in comparison when it is done by an expert.

Hence, before starting the audit you must have a clear idea about what is your actual goal of the PPC practice.

The central idea may be increasing the volume of relevant traffic or making your account cost effective or increasing profit.


Follow these steps to perform a coherent and detailed PPC audit

1. Campaign Settings

Check your campaign setting.

Make sure you select these campaign settings as per your business goal:

Campaign Types:

Search or Display Network or both.

Location Setting:

Where you want to show your ads?

Decide where you want to show you ads. Do you want to show your ads to the entire country or state or city or only 10 miles around your shop?

Mobile bid adjustment:

Make sure your website is mobile-friendly or exclude mobile devices from bidding

Ad Scheduling:

How many days of the week you want to show you ads and at what time of day you want to show your ads.

Ads Rotations:

Select ad rotation as per your campaign objectives. You can choose ads rotations for clicks, conversions etc.

2. Remarketing Campaigns

The common mistake made in remarketing is advertisers often target only the people who visited in the past.

The right approach is to create different lists for products or services. Create different website audience segments to increase conversion rate.

Make sure you’re using good banner ads for remarketing campaigns. Studies have shown banner ads work better than texts ads on display network.

Each network requires different bid pricing and the intent of the user is also different.

3. Automatic Bidding Campaign

If you look from the point of view of an AdWords expert then he will ask you to refrain from using automatic bidding. Many marketers use this feature when they cannot gauge the right bid amount or keywords for their campaign.

It automatically chooses optimal bid considering your set budget and tries to fetch you maximum click. If you have one or more automatic bidding campaign then check if the automatic campaign settings need any change.

4. Location Targeting Set Up

You must also run your ads in locations where your potential customers are.

Many advertisers receive clicks from the wrong location which inevitably ends valuable clicks without generating desired conversion rate.

AdWords allows advertisers to set target location in the settings tab.

At Location options (advanced) you can select
Target people:

  • Searching for, or who show interest in my targeted location.
  • Who show interest in my targeted location or are searching for it.
  • People in my targeted location

5. Ad Group

Each ad group should not have more 10 keywords.

You can also create one keyword per ad group to make them more themed.

Using a negative keyword in each group is essential to avoid traffic overlapping. The theme of the Ad Group and Ad category should be more targeted.

If an ad group has more than 10 keywords, you can break them down and create similar ad groups.

The good thing is they will emphasize on the same topic.

Find out which groups are performing well. Who are bringing more impressions and clicks?

Moreover, make sure you center your budget on them taking your money away from low performers.


6. Check CTR

CTR is a key indicator of how your ad is performing. This metric indicates the ratio between the number of times an ad appears and it is clicked.

While conducting an audit checking CTR is of prime importance. You can check it manually or by using any tool. What you should check is whether the chosen keywords are yielding desired CTR or not.

Your CTR is directly responsible for determining the profit you earn. Closely check the CTR of each ad group and the campaign even of individual ads.

You can also disable the ads or ad groups which are listing low CTR. Your CTR is directly proportional to the quality score.

Increased CTR fuels quality score which in turn reduces CPC. Click To Tweet

7. Device Level Audit

You must also do a device level audit.

You must check how your ad is performing in desktop, mobile, and tablets. Each medium has different types of customer who react differently to ads.

Each medium has different types of customer who react differently to ads.

As mobile has become a rising dominant device, many marketers want their ad to appear in mobiles too. So in AdWords, you can adjust your bid amount for each device separately.

While auditing your responsibly is channelizing your resources towards better performing device.

If a tablet is getting you more CTR and conversion then increase the bid amount for the tablet. You can also do this in Bing Ads and Adwords is also confirmed

You can also do this in Bing Ads and Adwords also confirmed bid adjustment for tablets.

One of the reasons for not performing well in mobile can be website responsiveness.

You can also use Google mobile friendly tool to check your website mobile friendly design.


8. Advertise Extensions

Ad Extensions are critical to the success of an ad campaign. Extensions make ads much more interesting and appealing to the visitor.

Furthermore, these extensions are designed to increase the relevancy of ads.

These also come in aid of increasing the user friendliness of search experience in both Google and Bing. It also helps in tracking the interest of the visitor.

Some useful ad extensions are-

  • Call Extension
  • Site Link
  • Review Extension
  • Callout Extension
  • Location Extension
  • App extension

Check whether extensions are doing anything in bringing more conversion or just eating your money.

If call extensions are in use make sure you have mentioned when the visitors will find assistance over a phone call.

Most of the time advertisers do not mention calling times and many customers get bitter when they get no answer.

You can also set the location where your product and service has ample customer to bring a large amount of conversion.

Extensions generally lauded for their power of increasing click through rate that is they are the crucial aspect of PPC audit.

Ad Extensions are designed to increase the relevancy of ads. Click To Tweet


9. Keyword Grouping

Having keyword right grouping is important for each ad group. It works in aid of improving quality score. Good Quality score reduces ad expense.

Moreover, Grouping keywords in a tight theme help in increasing CTR. Again CTR plays a big role in increasing quality score and reducing the cost of advertising.

Using exact, broad and phrase match should be placed in a right manner. If the account is largely dominated by broad keywords then you must have neatly weaved negative keywords.

Furthermore, you can also use search term report to check keywords effectiveness.


10. Keyword Bids

Keyword bidding process can make or break your entire PPC endeavor.

Are you sure that you have set right bid amount on each keyword by gauging its true potential?

First, decide what is your target in doing PPC?

Do you want to increase the number of clicks you currently receive or want to focus on being profitable?

Moreover, these questions are deciding factor in selecting write keyword bidding strategy for your advertisement.

If you are running on CPA bidding then you must stop all your unprofitable keywords at once. They simply increase your daily budget unnecessarily.

You can also do a test to know how different CPA goals affect your conversion volume differently.

They simply increase your daily budget unnecessarily. Do a test to know how different CPA goals affect your conversion volume differently.

Test to know how different CPA goals affect your conversion volume differently. Click To Tweet


11. Search Term Report

Search Term report is an important tool for checking whether the advertiser is spending on right keywords or not. However, many a time advertisers spend their valuable bucks on keywords which are not 100% relevant.

Search term report looks after-

  • One word broad match Keywords
  • Exact match negative keywords
  • Long Tail Keywords


12. Quality Score

Quality score is that coveted score which every advertiser and PPC expert is chasing.

It is actually a combination of relevancy and CTR of the advertisement.

Also, a poor quality score can shatter your dreams of reaping the hefty profit. To improve this score there is no single way around. Use few key reports to analyze it.

Always save all the details of your account report so that after months of auditing you can check the how many things have improved or worsened.

You can also read more about how to improve quality score in our earlier blog post.


13. Check Daytime Report

AdWords provides reports on different time segment. You can check the data on daily, weekly, monthly, quarterly, yearly and on the hour on the daily basis.

Each set of data reveals a different dimension of your ads performance.

Furthermore, time is a crucial factor in any ads performance.

Monitoring day parting reports, seasonal and historical data allows you to find out the prime time of your product.

You can also discover when customers are more likely to click on your ad and make a purchase. Different products work well on different time slots.

Also, following day time report is a crucial part of PPC audit.


14. Landing Page Checking

After initiating PPC audit, your first and foremost responsibility is checking the landing page.

If your landing page is not relevant to the requirement of your potential customer then it will list high bounce rate.

Hence, the easiest way of checking the effectiveness of your landing is connecting it with Google Analytics or any other relevant tool.

If your landing page is not registering good result then give it an overhaul with improved graphics and relevant copy.


15. Display Network

Display network is a highly potent medium.

Whether you put the ad in display network or not, in both the cases you must enquire how it affects your campaign.

Do you really need it or it actually put any difference in increasing conversion.

Display network campaign requires accuracy of targeting to bring out the result.

Many advertisers forget placement of topic and stress more on the keyword. Therefore, to take advantage of all available options you must you must do custom targeting.

Display Network is a highly potent medium for PPC ad. Click To Tweet


Common mistakes you should avoid during PPC audit

Running after efficiency can be misleading.

Do not get mad to attain overall goal.

Just dig into keyword level data on a regular basis and it will show you big issues which you can resolve with time. Not many check this data regularly.

Do not place your keywords haphazardly. Also, stay calm and do the job with utmost care.

Do not chase the position 1. It may not be good for you. Stay in the ambit of your budget

Do your homework properly. Google keeps suggesting ways improve your account. It is you who has to decide after much weigh and consider which suggestion you need to accept.

Moreover, not using product extensions is just a crime. This is something which can increase CTR manifold. If you have not something suitable for your product then please wait.


Wrapping Up

PPC auditing is like regular health check. We go through health checkup year irrespective of the fact that we are physically well or unwell.

PPC auditing is a similar practice that does an overall check up of you PPC account and shows where problems are persisting. Moreover, Going through PPC audit is essential at least twice a year is essential.

Ajay Bhargava

Ajay Bhargava

Ajay is an online advertising expert with 5 years of experience in Google Adwords and Bing Ads. Ajay also have very good experience in managing large budget Facebook Ads campaigns. Ajay don’t take much time to bring ROI from Adwords, Bing and Facebook Ads campaigns.
Ajay Bhargava

Avoid These Worst Advice on Quality Score Improvement

AdWords has so many myths related to quality score.

Users often fall prey to these myths and lose their valuable money by conducting quality score in a wrong way.

The Quality score plays an important place in Google Adwords. Google rewards advertiser which acquire the high-quality score.

Quality score indicated the relevancy of an ad to the queries placed in the search engine.

Relevancy matters at every step.

Through quality score, Google ensures that the ads users are seeing have relevancy with their search queries.

A good quality score is triggered by an array of factors and together it increases the ROI.

It is true that you need to increase your quality score at following levels:

Account Level

It shows the performance of all the campaigns, ad groups, keywords and ads of account. Basically, it is a combined report of all the keywords, ads, and ad groups.

When your account gets clogged with low-performing keywords, the account level Quality Score falls drastically.

You can read more about the account level quality score at our previous blog post.

Though the reflection of improvement cannot happen overnight because of Low performing and lower quality score history, it will take a few moments.

Ad Group

The ad group is a combination of ads that share the same set of keywords. In order to get the overall good quality score, each ad group should perform well.

Each well-performing ad group contributes developing the overall quality score.

Checking quality score at this level helps you to scrutinize where your campaign is lacking. You need to restructure your ads to improve the score.

Keyword Level

The performance at keyword level is calculated how much keywords are relevant to the search queries.

Keywords can get scores between 1 and 10. Score 1 indicates poor score and 10 is the top score.


Landing Page

Relevance, originality of content, transparency, and navigability of landing page are pillars of a good landing page.

Google simply wants the websites to become more user-friendly. The landing page that shows these qualities earns more quality score.

This score is also important for advertisers. A good landing page ensures better profit and ROI.

Ad-Level Quality Score

Each ad running in your ad group will have a different quality score.

Sometimes, ads with high CTR often fail to bring conversion. It hampers return on investment or ROI.

In that case, delete or pause low performing ads and create a new ad text. You can do A/B testing of ads to improve the quality score.

Higher be Quality Score, lesser you need to pay for CPC click. Click To Tweet

Importance of Quality Score

The quality score plays a vital role in increasing Ad rank that in turn reduces the cost of the advertisement in Google. Google does it to encourage a good performer.

Ad rank is basically the position of the ad in the search engine. It is decided by the performance of the relevancy of the key factors that increase quality score.

Ad rank is determined by multiplying the CPC bid with the quality score of the respective section. Google also consider ad extensions which calculating ad rank.

Ad rank for Google search network is:-

CPC Bid x Quality Score

You can read more about how to improve quality score at our previous blog post.

Myths Regarding Quality Score Improvement

Quality Score Myths

Pop Ups Improve Quality Score

This is one of the worst kind myths that seriously hampers your ad campaign.

When a pop appears that is very hard to remove from the screen creates irks in the viewer’s mind. Usually, in most cases, they leave the site immediately.

70% users in 2014 said that use of irrelevant popup annoy them. Usually, popup disrupts reading and compels them to make the departure.

Technically popup helps to grow email list that works in aid of marketing.

If the user cannot find a way to get rid the popup then Google takes it seriously. It may result in blocking of the website permanently.

If your target is building a website that would make a long-term relationship with the visitors then shed those irritating pop-up.

With time popup is gradually losing its relevance.


Bid to the Top Position

By being in the top position or number 1 in the search results your ad is making the most money for Google. So Google will reward you with the high-quality score.

Now, this very myth needs to be busted immediately. Actually, it is the only half-side of truth.

Your goal is achieving higher conversion rate. Your click through rate, average ad position, impression share, quality score has no influence on conversion rate.

It is a dependent variable. It is controlled by some elements which may affect its performance but cannot make it happen.

Factors like ad extension i.e. site links, call extension and location also contribute to attracting quality clicks.

If ads fail to garner expected CTR it may harm your Quality score. And quality score directly affects ad rank.

Getting top position will only be useful for you if your target is branding. Generating expected ROI is the ultimate goal of placing PPC ad and you do not need top position for that.

After earning good CTR, your target should be improving your position to increase quality score.

In AdWords, there is no stopping. You have to keep improving to stay relevant in the search engine.


Invest More and Google will Show Your Ads More

This is entirely a false assumption that Google promotes only high spenders. It actually goes against the integrity of the Google’s auctions.

This misconception about Google’s policy was quite in practice in 2005 and unfortunately still is in some places.

Google has created this system in order to create a level playing field for both big and small business houses.

Small account spenders can’t spend at par with big houses. Again they do not get the amount of traffic that big houses receive.

But they are treated equally in auction platform. When both of their ads show up, they can compete with each other with their website relevance.

Increasing CPC bid or daily budget does not help much in increasing quality score. It would be foolish thinking that Google will give them more preference.

Google wants websites to be more user-friendly and relevant. Google have put definite guidelines.

The target of the advertiser should be gaining more by investing less.

If a big house decides to increase the total amount of investment to $1000 where required average CPC spend per day is between $50-200 then the company is making a costly mistake.

At the end of the day, you cannot stretch your daily budget to $1000000.


Quality Score Suffers When Ads or Keywords are Paused

When low performing ads or keywords are paused, you’re actually giving your campaign a breather.

AdWords counts your quality score by calculating the overall performance of the campaign. It also counts the quality score of each ad and ad group also.

A low performer will drag down your quality score when counted in average.

Pausing a non-performer is always good because then it does not contribute to your campaign and score calculation too.

It is better to block it from putting your quality score down.


Putting AdSense on the Site

Google AdSense

Google’s AdSense is used by website publishers. It falls under Google display network platform.

By using AdSense publishers display content related targeted ads on their website. For this, they only have to add little amount of HTML code to their site.

When a visitor clicks on these ads publisher earns money. It is the easiest way for bloggers and webmasters to earning money from their site.

On clicking on these ads, Google also gets money. The myth regarding Google AdSense goes this way- Google wants to earn money. If ads on your site are getting clicked, Google would want more people to come and click them.

In this connection, to incur more clicks Google will give the good quality score to your website in order to earn more money.

This is a horrible idea and still practiced in many places. As stated earlier Google wants its AdWords enlisted websites to conform to certain rules and regulations.

It does not permit publishers to clog the website with multiple ads. It disrupts viewing and liable to punishment even to the extent of blocking.


Display and Search Quality Score Affect Each Other

Display and search quality scores are different to each other. They do not actually affect each other.

The factors that determine the quality score in display network are entirely different from the factors involved in search network. It is virtually not possible for each of them to bring change in other.

The structure and behaviors of the display network are different from search network.


Old AdWords Accounts Score More

AdWords prefers old accounts and gives the better quality score, is nothing but a misleading fact.

It is often seen that old AdWords accounts are on sale. It is not because they are high performing accounts; rather they were opened long back in 2006 or 2007.

Like wine, with the passing time the price increases. Old accounts have high gross sales and that is why the selling price increases.

This myth too has lost its life. Do not ever buy old accounts. Its antiquity won’t bring you desired quality score.

AdWords prefers old accounts and gives a better quality score, is nothing but a misleading fact. Click To Tweet


Bringing Change to Your Account Would Lower Quality Score

AdWords always advocates for advertisers involvement. It requires going through experiments to improve quality score and competitive CPC bids.

During mid-2000, there was the common conception that bringing change to the account would cost you losing account history and quality score.

Well, currently this myth does not stand anywhere. It has lost its relevance long ago.


A High Page Rank is Must for Good Quality Score

High page rank does not work in aid of getting the high-quality score.

Many companies still run behind obtaining high page rank through off page optimization and creating back links.

All these jobs are done to put the website in position above organically placed sites.

Google wants its visitors to have relevant search results that come organically in the search results.

Optimization is done in such a manner so that Google does not get any hint. Google does not support such practices and only promotes organic and relevant search results.

If Google finds that a website is acquiring high page rank using some illegal tricks, it immediately bans both agency and website.

Optimization should be done slowly and steadily. Quality score has nothing to do with page rank.


Use of DKI Increases Quality Score

keyword DKI

In AdWords dynamic keyword insertion, keywords are dynamically inserted in ads based on search query. It makes the ad more relevant.

But DKI increases quality score is a partial truth. The quality score you see in your account is not used during the auction.

It is kind of a mash up data indicating the overall health of keywords and quality score. Arguably it can be said that during real time auction having DKI increases the quality score to some extent.

Actually, the keywords inserted by DKI are not the exact search query placed by the visitor. It is actually the keyword that you used in the ad group made it appear in search results.

If your keywords length is more than 25 characters long then it won’t show up in the headline. But sometimes Google does show 28-29 character long headlines.

The fact of the matter is the use of DKI increases your quality score, in reality, CTR is increased.

This increase is not because of DKI.

DKI can lower your quality score if ad loses relevance. So DKI increases quality score is nothing but a myth.


Quality Score Increases if Every Match Type is Used

Using all kinds of match types in all your ad groups is absolutely not necessary. It does not aid in your quality score.

Having exact match, phrase match, and broad match just gives a different quality score in each ad group.

The quality score increases due to some random factor or ad difference.

You can consider it as having better transparency in terms of analyzing which match type is working better.

Use keywords match type strategically. Avoid implementing all the match types in a single ad group. Click To Tweet

Use keywords match type strategically. Avoid implementing all the match types in a single ad group.


Change Keyword Casing to Re-Enable it

In earlier times (2004-2006), if your keywords receive below 0.5% CTR, Google used to take them off from your ad.

You were not able to get it again. But when written in a different casing, Google used to re-enable its usage.

Such tricks do not work these days. Google has grown faster and has learned from its shortcomings.


Remove Your Affiliate URLs to Getting Higher Quality Score

The priority of Google is providing relevant search to the searcher. Google bans sites and advertisers who perform poorly.

Basically, if your site or advertisement create any hindrance between its searchers and search queries, then Google will slash your existence.

The conception that Google hates affiliates is not true. Affiliates are those who promote others. If your affiliation does not hamper Google’s basic practice and works as the answer to search queries then Google will allow you to exist.

On the whole, the affiliate should work in harmony with Google.

In affiliate marketing, affiliate website receives a part of the profit from each sale that takes place from the affiliation program.

Google is not bothered about whether you are an affiliate or not until you are not negatively affecting its ecosystem.

If your affiliation does not hamper Google’s basic practice then Google will allow you to exist. Click To Tweet

Putting Keywords in Meta Tags Improves Quality Score

meta tags

The Meta tag is an important SEO part of HTML code of any web page. These tags are not visible but help search engines to know about your website content.

Most of the people believe that one should put effective keywords in Meta tags to optimize Quality Score in Search Engine marketing.

If the question is- does keywords in meta tags help to improve quality score in PPC? The answer is big ‘NO”.

You may include Meta tags for SEO. Including keywords in Meta Tags has gradually lost its importance for SEO.

However, when you are dealing with PPC then you can ignore it because Keywords in Meta tags have nothing to do with the quality score.

Quality score is largely depending on CTR. Higher CTR means good quality score.

Meta tags are included in HTML code and that is why they are components of your landing page.

For PPC marketing, your Landing page components must be relevant to your keywords other than using keywords in landing page meta tags.

Landing pages with the clear call to actions and relevant contents increase CTR and thus reflects good QS.


Deleting Keywords with Lower QS Improves Overall QS

In general, theory deleting lower performing keywords or poor QS keywords contributes to improving the overall quality score. However, this is not the best or needed solution. Deleting keywords blindly may harm your campaign performance.

However, this is not the best or needed solution.

By deleting: 

  • Keywords blindly may harm your campaign performance. The fact is not so easy as you think.
  • Elements cannot erase the historical elements at all and that his why you cannot change the Quality Score history.
  • Keywords are actually reflected directly on your advertising interface.

You may delete them projecting future historical report as accumulating more data would suppress the negative impacts.

But it will take more times than you can imagine. And the historical reports of those lower QS keywords never disappears completely.

Eliminating keywords is not enough to improve quality score. You need to identify reasons, why they are performing poorly.

You may create a separate ad group with those poor performing keywords in order to optimize them without hurting your account quality score.


Wrapping Up

There are different myths attached with AdWords quality score. Many companies suffer a hefty portion of their budget by practicing them. Quality score reduces advertising price and that is why it is a lucrative proposition for advertisers and PPC experts.

Pradeep Singh

Pradeep has over 6 years of experience in handling large budget PPC accounts. Pradeep has strong ability to explain and suggest recommendation for large budget accounts.

Pradeep is known to deliver high ROI within one month. Pradeep has very good skills in MS Excel for campaign management. Pradeep is Google Adwords, Bing Ads and Google Analytics certified professional.

11 Adwords Success Secrets Every Marketer Should Know

Google Adwords is a great way to drive a high amount of quality traffic to your website or landing page.

It needs a proper accumulation of knowledge on Adwords to manage PPC campaign perfectly. Correct strategic implementation can save your spending.

Google Adwords is a profound online marketing platform that gives your business maximum reach. The other name of driving quality numbers of traffics is generating revenue from the ad.

Google provides numerous tools and possibilities to optimize your campaign.You need to utilize them methodically to generate the desired ROI. You just need to have the proper mindset and perfect strategic theories to maximize your marketing.

It is not about huge structural changes but proper strategies that can generate revenue from your campaign. Here are a few ways to maximize AdWords results.

1. Modify Bids Based on Geographical Performance

The performance of the Adwords campaign can be greatly affected by geographical areas. One of the best ways to check which areas are performing better than the others is by using Locations report at Adwords or Google Analytics.

Always check the preferred locations and only after then set up the Adwords Campaign. You can avoid the less profitable locations and save more funds, which can be utilized to drive traffic from locations that are providing higher profits.

You need to create multiple campaigns depending on the specific locations. Create a specific campaign for a certain location. It will also help you set a daily budget for each campaign.

Google is providing enhanced campaigns, which lets you target a different group of people situated in different cities, metros or countries.

After few periods you will come to know which location is returning great ROI. And on this basis, you have to modify your PPC ad.

If a certain location is unable to generate good CTR, you must decrease bids on that location.

Do not forget to evaluate your geographical bids performance quarterly.

If your business is enclosed in a small location then the Location extension is also fruitful for you.

This is the first step by adding location extension to maximize your Google Adwords marketing.

Geo-targeting bids let you modify your bid based on customer’s location. Click To Tweet

2. Use Remarketing Campaign to Retarget Website Visitors


Remarketing is one of the best ways to target potential customers. It helps you show your ads to people, who have visited your landing page or website in the past but left without filling up the form or purchasing anything.

It is also the way of bringing back the people, who are most likely to purchase your products or services.

Every time these users lookup the internet for products or services related to your ads, your ad will be displayed when they visit third party websites. There are various kinds of remarketing methods you can use on Google Adwords.

These include-

1. Standard Marketing
2. Dynamic Marketing
3. Remarketing for Mobile Apps
4. Remarketing Lists for Search Ads
5. Video Remarketing

You need to analyze the data to develop the strategy. This could help you out to know whom you have to target and how you should design your re-marketing.

The remarketing strategy should be based on-
• Which pages are visited often
• On which products people are showing interests
• Which page cannot accumulate considerable traffic
• Remarketing list sorted out within the Analytics
• Selection of the right audience

Remarketing is a great tool to reach those visitors, who once visited your site before. Click To Tweet

Since remarketing is a great tool in Google Adwords to enhance your profit, do not forget to optimize it.

3. Do A/B Test for Your Ads

To maximize your ad and to have good CTR you must go through split testing your ads. A/B testing is a great option to improve your campaign.

A/B testing is not a new idea in Digital Marketing world. It is all about how strategically you are implementing the results out from the A/B testing.

Going through several testing with various ad variations is worth valuable to the campaign owners. As it helps you identify the flaws and mistakes.

A/B testing tells you how to improve your ad. An improved ad means better CTR. CTR is a key factor in determining the Quality Score, which helps you to maximize your Google AdWords.

Now you must be thinking What is A/B Testing.

This is an easy but effective split testing. A/B testing is a simple approach to your PPC ad. It lets you understand which ad copy is better to maximize your ad.

You have to make two consecutive ad copies for a group in a single campaign. Each ad copy must consist of different establishments from another but should target same term or query.

You must run both of the copies simultaneously to know which one is performing better.

Once you get to know about the better version, pause the poor one and make another ad copy to beat the best performing ad.

Experienced PPC Managers always suggest doing A/B testing to improve CTR. Click To Tweet

Do these Five simple A/B testing to boost your ad

i) Test Headline:

In a search, result headline is shown as a link. You must generate the most compelling headline to invite more quality clicks.

Headline carries the information about what you are going to offer. Keywords must be introduced at this level also.

ii) Body Text:

Body text carries the same idea as the headline does. But Body text elaborates your products descriptions or offers. Test body text by introducing various keywords and texts to know which version is attracting more traffics.

iii) Call to Action in Landing Page:

Test your landing page ‘call to action’ because the traffic is influenced largely by your landing page.

You may bring changes in wording, position, and matter in the ‘call to action’ setup. AB testing will simply tell you the perfect ‘call to action’ structure.

iv) Display URL:

In AdWords Display URL is another important feature through which customer can anticipate your content. It increases the chance of having clicks if your display URL can properly state what you are going to offer.

Ad link borrows the same valuable impact as the ad does itself on the conversions. Whether your link should be landed to a landing page or product page, AB testing will tell you. You may alter the link texts also.

v) Keywords:

A/B testing is the most powerful tool to know which keywords work for your ad. You will come to know which set of keywords or phrases are bringing greater conversions.

Tips to do A/B testing

    • A simple change can make a big difference. You may also introduce drastic changes on the ad copies.
    • You should run a single variable for a certain time
    • Measure your goal to know the best result
    • Always keep testing as you never know the limit of the best

Testing should be run to touch the finishing end. Do not stop testing before it shows the result.


4. Check For Negative Keywords

You bid for productive keywords. However, you should know about those terms close to your keywords for which you do not want your ad to be shown.

Implementing negative keywords is a great way to filter unwanted clicks. It will automatically rule out the searches that are not meant for your products or services.

Negative keywords let you have more control on your campaign. It helps in so many ways-

  • Stops driving unqualified traffic
  • Helps to improve CTR
  • You can improve your campaign performance by increasing quality bids
  • It will increase Quality Score, which helps to maximize your campaign

Google Adwords provides you with a search term report. You can check search term report on Adwords.

This report enables you to check the various terms used for which the ad was displayed. This is one of the best ways to check for negative keywords that need to be used.

You can build a strong list of negative keywords and enhance the ad campaign further. This is also a great way to save on the money spent on irrelevant terms.

Negative keywords increase CTR and bring more relevant traffic. Click To Tweet

5. Evaluate Keywords Based on Bounce Rate And Page Views

The keywords you use need to be evaluated correctly. Regularly check the conversion rate of your keywords for each campaign. This helps you figure out which keywords are performing well and which ones need to be taken off.

Reviewing the bounce rate lets you evaluate your keywords technically.

Understand Bounce Rate

According to Google Analytic when a visitor comes to your page, spends a few moments and leaves immediately or without going to other pages it means the visit bounces.

If your ad bounce rate is 20% or less, your campaign is doing the excellent performance. To experience up to 60% bounce rate is common in PPC ad but it needs to be improved.

But if your data tells that the bounce rate is more than 70% then you have to look for improvement immediately.

Bounce Rate = Total Number of Visitors made only one hit/ Total hits on the Page

The user behavior is often determined by the keywords you choose for your landing page and ad body text. If they both differ from each other user feels confused. It may lower their interest also.

Identify the productive keywords by testing your bounce rate also. Try to introduce engaging keywords for the landing page.

If your ad bounce rate is 30% or less, your campaign is doing an excellent performance. Click To Tweet

Page Views- important to assess the keywords

Page views can be considered as productive impressions. Usually, a visitor comes to your page and roams around few more pages. Generally, the visitor visits 2 or 3 more pages.

Each individual page the visitor visits is considered as page views.

As a campaign owner, you always focus on the revenue you gain; you must alter your keywords implementation on the basis of page views.

The more users roam around your pages the more they likely to make revenue for you.

Try to introduce keywords that can make the pages more engaging.

Engaging keywords will reduce your bounce rate and will help to maximize your ad by reflecting great conversions.

Bounce rates tell about the nonengaged visitors. Bounce rate is the percentage of bounces your landing page faces.


6. Don’t Use Mobile Apps


One major mistake most people make while using Google Adwords is not excluding mobile apps from the display targeting.

Google displays ads on mobile apps by default unless you take off this option.

It not only invites lots of unwanted traffics but also reduces overall campaign performance and affects the CTR badly.

Run Placement Exclusion and block unwanted clicks. If you have a strict budget then you must not opt for mobile apps.

The main rule of maximizing Google AdWords is to eliminate the unqualified clicks and to maximize the conversions.

Improper Display Network Traffic placement causes huge portion of the budget being to get wasted. Click To Tweet

Google Display Network demands diversified approach in order to run successful PPC Campaign.

According to a study, most clicks on mobile app ads are by accident or the ‘Fat Finger’. While these clicks will cost you money, you will not benefit from them in any manner.

You can exclude mobile apps by excluding adsenseformobileapps.com at placement.


7. Link Google Analytics to your AdWords

Linking Google Analytics to AdWords solves the mystery of what happens in between the clicks and conversions.

It elaborates the activities of visitors if they are enhancing leads, emerging sales or just e-mail sign ups. The analytic reports help you modify your campaign accordingly.

Google Analytics provides a standard report about your account performance. This report on different parameters lets you bring strategic changes to your campaign.

Google Analytic actually helps you refine and improve your campaign structure.

Google Analytics helps you identify irrelevant traffic. And thus it indirectly helps you utilize your budget more efficiently.

While using Google Analytics for your remarketing campaign, take out the list of people who visited your website or landing page for less than a minute.

If you want to filter it, even more, target only the ones that stayed for a long time and visited multiple pages.

How Analytics help you-

  • Reflects Keywords Performance
  • Draws Campaign Performance
  • Chalks out the real revenue
  • Lets you have clear idea of e-commerce transaction
  • It imports metrics like, new visits, bounce rate and spending time on site
  • It makes you strengthen the remarketing strategy
  • You can establish a quality customer base


8. Know Utilization of Auction Insights

The auction insights report that Google Adwords offers is available for the entire campaign, the ad group, and the keywords.

Not only this report helps you compare results, it also helps you see the top competitors, who are using similar ad campaigns. It helps you see which campaign shows up first and thus enables you to choose your bid amount accordingly.

This tool also helps you manage your budget. You can figure out keywords which are in high competition and thus you can avoid using them.

In this high competitive market most of the times, your competitors determine your campaign performance. So, you have to be a step forward.

Google Analytics is an amazing tool to compare your running campaign performance with your competitors. Google offers the Action Insights on ad group, keywords or campaign level.

Auction Insight tells about-

  • Average Position
  • Impression Share
  • Overlap Rate
  • Top of Page Rate
  • Position above Rate
  • Display URL Domain

This powerful tool tells you how your campaign is performing comparing to other advertisers.

You must use this intelligence to maximize your ad performance in term of reconstructing strategy and developing the components.

View your auction insight reports regularly on all the parts of your account to analyze.

The reports tell you how the campaign performs better than the other advertisers with every change that you introduce.

You have to remember that the insights tell only about advertisers on the same auction.

How you can Utilize Auction Insights-

  • Set of Keywords:

Include a set of keywords of a group or a group of keywords that have the same term to the test. The auction insight will tell how those keywords are performing on that term comparing to your top competitors.

  • Single or Multiple Campaigns:

Run the tool for campaign level to get a report on the extensive range. It gives a broad picture about your competitors. Multiple Campaigns insights clear the picture of competition on the higher level.

  • Single or Multiple Ad Groups:

Run the auction insight on the group to know about the performance of the eligible keywords. This will give a picture of how your keywords in the certain group perform in comparison to the advertisers, who compete with you on the same term.

9. Split Test Bidding Strategies

Your bidding strategy plays an important role in the success of your ad campaign. Different bidding strategies can cause in different results. There are various options available for bidding.

These include

  • Manual Bidding
  • Cost Per Acquisition Bidding
  • Manual Bidding With Enhanced Cost Per Click

Once you’ve figured out what works for you on a specific ad campaign you can safely use it. However, continue the split test for every new ad campaign you start.

Always opt for Split Test to know which bidding strategy works for you the best. Click To Tweet

In PPC ad you never know which strategy reflects good results. You should not be afraid to run a test using different strategies. As one strategy clicks for a moment you should opt for another as your business progresses.

There are primarily three bidding strategies to boost your ad-

CPA Bidding Strategy:

This bidding strategy asks the visitors direct to take a call to action. It is mainly conversion focused.

CPC Bidding Strategy:

It is the most effective bidding strategy to direct traffics to your website.

CPM Bidding Strategy:

This strategy is usually implemented to make brand awareness. It ensures the maximum impressions.

As you do not know which strategy is suitable for your campaign, you have to split test on the basis of above-said strategies. If needed you may run bidding in the combination of those three.


10. Customize Call To Action For Mobile Users


In this era of smartphones, you cannot escape from the mass of mobile phone users. You must make your ad as many users friendly as possible and make people reach you on the easiest way.

Most of us forget that the primary use of a mobile phone is to make calls. Mobile ad visitors always prefer to call the advertiser and thus your mobile call to action should always have a call now option.

The conversions for a ‘call now ‘ call-to-action button has proved to be more successful in comparison to a ‘click here’ or a ‘contact us’.

‘Call now’ option makes the visitor contact you directly instead of visiting your landing page. It ensures driving only the quality clicks.

If you want to implement both ‘clicks to call’ and ‘clicks to visit site’, add call extensions to your campaign. This customization enables you to attract only the interested people. You will also be able to improve your CTR this way.

This is an essential feature if you are not having the responsive website or mobile website. This tricky call extension makes you convert the mobile traffic.

You will still have to pay the CPC cost for the call the user make but you are in direct contact with the customer.


11. You Should Scrutinize Landing Page Optimization

All the ad campaign traffic will be driven to the landing page. Your landing page needs to be optimized in right way. Your landing page determines whether or not a potential customer will be converted into a lead or sale.

While most people try to do too much with the landing page, here are some easy tips that will help you optimize your landing page for your benefit.

#1 – Relevant Title:

This is obvious, but there are a few brave souls who like to confuse customers by using titles that don’t match the ad campaign. This will result in complete failure, so stick to catchy titles that are relevant to the ad.

#2 – Call To Action:

Yes, you need to serve your customers on a plate. So a call to action is necessary.

Once they are on your landing page, all you want is to convert them into a lead. In order to do that you need to have a strong call to action which is visible on the page.

#3 – Trust Signals:

Ensure the information customers provide will be kept confidential (And keep your promise). If you’ve got an online payment gateway, provide customers with a link to the terms for that payment gateway.

#4 – Catchy Content:

The content on your landing page is just as important as the title. It won’t take long for a customer to browse a few lines on the landing page and this will determine whether or not they are interested in staying further.

So keep the content interesting, relevant and precise.

Always test your landing page and confirm it works well on all browser types. Check the ones designed for mobile devices too. Some landing page designs might not load correctly on mobile devices and this means you could lose leads.


Your job is not done until your ad generates revenue, which is the main purpose of marketing.

Therefore, it is completely wrong to just set up a campaign and leave it for a self-run. It is a continual process to generate conversions by implementing newer strategies.

To maximize the ROI you have to maximize your Google AdWords.

You must think different, should be analytic and must awaken your creative mind to take the best out of the tips. You may utilize all of the tips in combination or individually.

Try to maximize your AdWords by improving each segment in the interface.

Now as you know all the secrets to maximizing your campaign, you are at the thresh hold to solve the mystery of bidding, budgeting and enhance the ROI.

Hopefully, this article has delivered enough to increase your confidence level and was helpful to clarify your doubts.

Dinesh Thakur

Dinesh Thakur is the co-founder of Ads Triangle which is a Google Partner and Bing Ads Accredited agency. He has over 7 years of experience in Pay per Click marketing. Dinesh has helped hundreds of businesses to grow their revenues through PPC. He has expertise skills in Google Adwords and is passionate about Pay Per Click.

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How to Improve Quality Score and Save Your Money

Quality score is one of an essential aspect an AdWords advertiser looks for.

Quality Score decides keyword eligibility for the auction and ad rank of the keyword in Google search.

According to Google AdWords, quality score is the estimated quality of your keywords, ads and landing page.

This idea defines that Adwords ads should furnish the best search experience to people. And for giving a higher level of positive search experience the advertisers will be rewarded by Google.

And for giving a higher level of positive search experience the advertisers will be rewarded by Google.

The more the Quality Score for an ad means that more will be the ad position in Google’s Search Engine Result Page.

This has a dual effect. On one hand, the users get to see the most relevant ads with respect to their search query.

On the other hand, the advertisers get the most qualified and conversion oriented traffic.

It is only a demonstrative tool and does not indicate the performance of your AdWords Campaigns.

Google AdWords reward the high-quality ad with higher ad position, lower Cost per Click and also makes these ads entitle to ad extensions.

One thing to note here is that there are too many factors that are taken into account when the quality of your ad is determined.

Generally, Quality Score is taken as a number between 1 to 10. But there are many additional factors that aren’t reflected in the Quality Score like the exact query of the user, the device that they use, their location and the time of the day.

Quality score dramatically affects your CPC and ad rank.

There are usually two types of Google-friendly advertisers-

i) Who make money for them:

Google always wants more clicks on your ads because as you get clicks, Google gets paid.

When your ads get clicks then Google is paid. And for this reason, it always wants more clicks on your ads.

When an ad gets more clicks on the same position, Google rewards them.

If your CTR is higher than your competitors in the same position then you may need to pay less cost per click. Higher CTR also generates a good quality score.

ii) Who issues good user experience:

Relevant ads and high-quality landing page bring better user experience. Good user experience tends people to come to Google again.

As good user experience invites more clicks, Google furnishes your account with the good quality score as an award.

Why Quality Score Matters

For an advertiser with a limited budget, quality score is crucial. It helps the campaign owner get high ad rank at lower bid thus helping them save more money.

Improving quality score brings dramatic changes to the campaign performance.

The ad rank on Google has a formula which goes as such-

Ad Rank = CPC bid × Quality Score

Famous Adwords Guru Brad Geddes further simplify Ad Rank formula:

Ad rank

This means the health or success of the campaign is dependent on the quality score.

Advertisers with a low-quality score might not manage to enter their keywords into auctions.

This simply means the ad will not be shown for keywords and if it was shown then it will cost high CPC. This means less traffic, fewer visitors, less sale and lower ROI.

If you are ignoring the quality score, it means you are not an eligible ad campaign owner.

Ignorance on quality score will result in the followings-

• Higher Payment:

More you get a higher quality score, more you are lowering CPC. The poor quality score means raised advertising cost.

• Poor ROI:

As the CPC increases the chances of having higher ROIs go downwards. Poor quality score invites less profit and cannot be able to generate quality leads. It means you spend more but gets an unsatisfactory return.

• Out of Competition:

You always opt for the top position on the search result page. But without having considerable quality score your ad cannot beat your competitor to acquire that position. Gradually you will lose to your competitors.

Quality Score helps to determine the followings-

• The minimum bid
• The estimate of minimum first-page bid
• Is your displayed with the organic result
• The amount of pay per click
• Ad position on the search result page

Steps to Improve Your Quality Score

Quality Score CPC

The quality score for an ad does not necessarily depend on the amount of money you invest in the ad campaign. It depends on some of the factors an ad campaign receives.

Every ad has few keywords associated with it. These keywords play an important role in determining the quality score.

Better the user response to your ad or better the CTR of your ads, better will be your quality score Click To Tweet

Google rewards high-quality scores to those, who understand the use of keywords and use them well in their campaign. This is a great way to pay lower CPC and get optimized at lower costs.

The quality score for an ad campaign primarily is based on three factors

1. Expected Click Through Rate

The Expectation that your ad will get clicked.

2. Ad Relevance

Ad Relevance determines the how closely your ad matches the search query of the user.

3. Landing Page Experience

This means how relevant and easy-to-use your landing page is for your users.

Quality Score Analysis

You must get rid of the misconception that the more you spend the more you get a better position. It’s quality score that determines your ad rank.

Go through the following strategies to improve quality score, which will let you maintain good ad rank without paying much.

If you’re wondering how to master all three steps and get a better quality score, then pay careful attention to the points highlighted below.

1. Give Importance to Click-Through-Rate (CTR)

Click Through Rate

Google checks the click-through rate at the end of the day to reward you with a good quality score. Apart from using good keywords, you also need to group them correctly for the search results for the ads to show up more effectively.

Google checks your click through rate based on the exact terms searched and matched for the ad campaign. AdWords also help you calculate the click-through rate based on various factors such as the search results, device used and the auction time.

An average or above average click through rate is considered good and it will increase your quality score.

However, a below average status means your ad campaign has some issues, which need to be rectified. Ignoring this can affect your quality score.

If you tend to improve search network CTR, it simultaneously increases quality score.

Do not expect your quality score to blaze overnight. It takes much more time even after constant improvement on CTR. A little CTR improvement cannot do anything with the monthslong poor QS.

Always aim for strong CTR. Better be CTR, better will be Quality Score Click To Tweet

To Summarize CTR is not always there to improve your ad QS and do not expect your CTR to improve QS overnight.

2. Group Keywords in Tight Themes Before Initiating Campaign Structure

Group Keywords

After making the final list of keywords, you need to concentrate on enlisting them on different ad groups entitled on relevant themes.

You are much free to create various themes i.e. ad groups. Always try to compact theme on easily searchable terms like product type, geography, attribute, service, classes etc. You may come with your own relevant concepts.

Do not create the theme abruptly. You have to relate the listed keywords with those created themes. However, you should give time on thinking how the keywords are going to interact with respective themes.

You need to make a list of terms that match the product or service perfectly. Once this is done you need to create an Ad group and put all the terms together.

Ideally, it’s best to group the terms by the type of product or service, brand, and keywords that users could use to look for these products or services.

Keeping these groups can help you sort out the ad content and the landing page for each ad. Making themed ad groups help you to create relevant ad texts and landing page. This enables users to get a more refined search result information

Keep experimenting with these keywords in order to get the best quality score. Remember not to use too many keywords.

Ad Group should not have more than 5-6 keywords, you can also try one keyword per ad group Click To Tweet

Although you might delete or modify the list, Google will preserve the history and this will affect your quality score.

A super PPC ad is the answer to the relevant search queries. Each ad group must be a possible answer to the queries. You can consider ads into different smaller ad groups.

3. Stop Promoting Keywords That Don’t Work

Always pay attention to your ad campaign keywords. If keywords are not performing well, try to change the settings for match types. If the results still don’t improve you might need to check your keywords, ad texts, and landing page and get them changed.

It’s essential to understand the product or service you are promoting. This helps you figure out better terms that will enhance the keywords you use and provide better results.

Never fill up your #AdWords campaigns with keywords that are not useful. Click To Tweet

Stop using keywords that don’t work. If you know which ones are not performing well, simply take them off. Never fill up your AdWords campaigns with keywords that are not useful.

You should remove nonperforming keywords immediately.

The campaign is all about keywords but doesn’t make it a load of just keywords. It’s not a smart business to spend money on bad keywords.

4. Make Your Landing Page Better

Landing Page Quality Score

All ads campaign traffic will be driven to the landing page. The landing page also plays an important part in determining your quality score.

You need to ensure you get the landing page tactics right in order to get a better score.

The very first thing to fix just after grouping keywords is the landing page.

If the landing page is unable to share satisfactory user experience you’re likely to get fewer leads and sales.

Since quality scores are based on keywords, you should always concentrate on creating landing pages that are specific for each ad group.

Create landing page content relevant to your keywords and ad texts.

Here are few tips to keep in mind while creating the perfect landing page-

a) Loading Speed:

The faster your landing page loads, the higher your chances of bagging a lead or a sale. Research proves that landing pages that take more time to load don’t perform as well as the ones that load fast.

Sometimes the loading times commit to decide the Quality Score. As you decrease the loading time, the user interacts with your site more attentively.

You may look for these points to decrease the loading times- Slow Redirects, Refreshes of Meta, Slower Server, Page Size, Multiple Redirects and Issues with Design.

b) Device Compatibility:

Remember to check the device compatibility of your landing page. Make sure you choose to display your ads on mobile devices if the landing page loads well and the page is mobile friendly.

Try to make your landing page responsive so that people can interact with your products or services with ease.

If your landing pages are meant to be only for the desktop then avoid choosing to display your ads on mobile devices.

However, you must opt for each variation of web displays to attract more people. It is the smartest way to go for either responsive web layout or to create a separate landing page for the mobile users.

Since the Enhanced Campaigns are introduced the mobile quality score contains separate calculations. You must take into account the geographical location as the relevant factor.

Do not forget to use mobile ad extensions.

c) Relevant Content:

Always create a landing page that is relevant to the ads and the keywords used. This helps to increase your quality score and get better results for the ad campaign.

All of your landing pages should have relevant, comprehensive and 100% unique content Click To Tweet

The landing page must be consistent both with ad copy and keywords. You may use Google Keywords tool to check your landing page relevancy.

The page should carry the keywords throughout body content, headers, and title tags.

5.Take Care of Keywords Level Quality Score

Keyword level Quality Score

The keyword level Quality Score indicates the potential keyword problem and guides you through the keyword optimization process.

Rather than using shortcut methods to boost your Quality Score, you should concentrate on your long-term performance goals and should find new ways and means to improve your user experience.

So when you focus on improving your long term goals, your Quality Score automatically gets improved.

In a nutshell, you should focus on those areas where you can affect change.

Pay attention to those metrics which are closely connected with the performance of your campaigns like the Click Through Rate, Conversion Rate, and the Site Engagement.

While reviewing the performance of your Campaigns, you can use Quality Score as a filter that will tell you as to where should you focus your efforts.

You can use Quality Score to identify your top performing and low performing keywords.

Further, you can use Quality Score to find components that are not performing well and set improvement measures for them.

The main element for your quality score is the keywords you choose. In order to increase your quality score, you need to ensure you use the most relevant keywords for ad texts and landing page.

It’s a good thing to spend some time in researching the right set of keywords for your ad campaign.

Using the right keywords will help you get a better Quality Score, it directs the right traffic to your landing page or website and thus increases your revenue.

At the very beginning of your account, the quality score will be calculated against the industry average.

However, it is at the beginning until your account makes its own CTR history.

The more satisfied users are with their CTR, the better your chance of increasing your quality score.

You must be sure about whether your keywords are satisfactory enough to attract the searcher. Do not go with the impression rate. Sometimes a set of keywords may make enough impressions but fails to invite clicks.

At this point, you have to question the CTR. If your CTR is low, it means the placed set of keywords is displaying so many times but cannot generate enough quality clicks.

Google does not entertain so many impressions that cannot attract satisfactory clicks because it does not gain profit from Google. Eventually, your quality score drops.

Before initiating the campaign, you have to be clear on the fact about placing the PPC ad. The clear conception on what you desire to achieve through PPC ad will make your task much easier.

You probably do not like to get only traffic, you need to get quality traffic that can make good conversions. Here, proper choice of keywords plays the key role.

Put yourself in the chair of the searchers and make the sets of keywords accordingly for your products or services. Do not forget to make the keywords relevant to what you actually provide.

And they must clearly interact with the searchers to relate the search terms to your business.

Keywords level quality score is calculated on whenever a keyword matches a search query. It means this is a dynamic figure. This quality score ensures that when your keywords will be most relevant to the search query, your sponsored ad will be shown as result.

Quality Score will be the same for a keyword, regardless of its match type. Click To Tweet

More quality score means your ad is more relevant to the search and so you get more business.

Until your purchased keywords reach to the significant impressions the keywords level quality score depends on the history of performance.

When it gets to the impression threshold your overall performance will be reflected on the account.

You have to boost your keywords impressions in order to reach to the impression threshold.

How to improve Keywords Impressions-

  • Try to apply Broad Match:

Usually, exact match or phrase match does not pay much to grow the impression rate. You may experiment with broad match. Those keywords that have more CTR should be included in the broad match.

  • Inspect the Impression Share Data:

Relevant numbers of your keywords appearance play a crucial role in improving QS. You have to analyze Impression share data in order to improve the lower impression share.

  • Use new keywords:

Your keywords must not be so specific so that it is unable to show for any search query. You must think for new relevant keywords for the ad group.

Another way to improve Keywords Level QS is to introduce highly relevant ad text. The most relevant ad text helps to improve CTR and corresponding campaigns.

Use BMM keywords to boost your initial impressions and get past the threshold Click To Tweet

You should know that you cannot do anything with the Keywords level QS at the time of introducing new keywords. Until they get significant impressions or clicks Google will not reward them with good QS.

6. Ad Level Quality Score

Ad Level Quality Score

You may have witnessed that different ads in ad groups are facing different CTRs. These different CTRs are at the edge of determining your Campaign QS.

Therefore, you have to maintain good quality score for the different ads in each ad group.

In order to optimize the overall CTR, you have to maintain good CTR for each ad.

Dynamic Keyword Insertion (DKI) ads for the Search Network campaign are essential to boost the CTR. It is important because it reflects the exact search query of a user.

As DKI ads appear to be more relevant, users are more likely to click on DKI ads.

To improve ad level quality score you should pause the poor performing ads. While you edit the existing ad, it will erase the history of its performance.

It may be possible that even having the higher CTR you are not having great ROI because they are not being able to convert. You need to take care of both CTR and ROI.

Few tips to improve Ad level Quality Score-

  • Instead of having good ad position if your ad is having less than 1.5% CTR then it is the time to start with a new ad and eliminate the existing one.
  • You must include all the available extensions along with optimizing them.
  • Display URL plays an important role to improve the ad level quality score. That is why you should go through split testing the display URL.
  • Another important key to improving ad level quality score is to run split testing. Obviously, you must have significant data.
  • Use Dynamic Keywords Insertion in title and Display URL
  • Quality Score is widely depending on matching the search queries. You must opt for the most searched but relevant keywords for ad text description. It will make the user more likely click on your ad. It will improve the ad level quality score.

Hence, it is a smart idea to test with different ad copies. Split your ad copy to test each individually. Split testing will consist of different variations of ads.

It is very much important not to run lots of ad copies simultaneously. The best way is to run only two to three ads at the same time. Definitely one of them will perform better. Sort it out and start another pair of ads.

Use ad extensions and pause ads having less than 1.5% CTR for better Ad Level QS Click To Tweet

You must rotate your ads and your ad must appear more evenly.

Split testing makes your experiment fruitful and it also positively increases quality score.

There are 3 main components of the Ads Quality Score i.e.

(i) Ad Relevance

(ii) Expected CTR

(iii) Landing Page Experience

They are a better indicator of the performance of your account than the overall Quality Score of 1-10.

While computing the ad rank the 1-10 score is not used, instead, the calculation of the 3 above-mentioned components are taken into consideration.

Although the 3 components of the Ads Quality Score holds equal importance in order to optimize or improve them you need to set priorities as to which one to improve first.

For example, if all the 3 components are average or below average, in this case, the most urgent area for improvement will be the ad relevance.

Here is an another example that if your landing page experience is below average then and the changes that you implement takes a lot of time to get executed, then it would be better for you to focus on your CTR and Ad Relevance.

(i) Tips to optimize or improve Ad Relevance

  • Match the language of your ad text directly with the search query of the user.
  • Add negative keywords to prevent your ads from the irrelevant search queries.
  • Create tightly themed ad groups with only related keywords
  • Use the keyword in the headline.
  • Include the main keyword in the display URL.

(ii) Tips to optimize or improve CTR

  • Create more compelling ad text.
  • Highlight your USP in the ad.
  • Include a benefit of your product/service.
  • Use ad extensions
  • Include eye-catching CTA in your ads.

(iii) Tips to optimize or improve Landing Page Experience

  • Create attention grabbing headlines.
  • Remove distractions from the landing page.
  • Have an outstanding and attractive CTA.
  • Highlight the Unique Selling Proposition of your product/service.
  • Use the right images and videos.
  • Reduce the loading time of your Landing Page.
  • Make your Landing Pages mobile friendly.

7. Account-Level Quality Score is Important

Account Level Quality Score

This is one of the factors that determine your overall performance. Therefore, you must have keen eyes on improving account level quality score.

You may have few good performing keywords and ad copies. But if your account is having an inconsiderable number of poor keywords or nonperforming ad copies, your account level quality score will drastically drop.

You have to take care of optimizing or deleting nonperforming keywords and ad copies. Click To Tweet

You have to take care of optimizing or deleting nonperforming keywords and ad copies. When you introduce new campaign and keywords, from the very beginning the account level quality score affects their performance.

Though it is hard to improve the account level quality score by overnight, you must opt for optimizing it. Once it starts moving to improvement you will taste the positive reflection on everything you add later on.

Here we are trying to furnish some tips to optimize account level QS-

• Optimize the nonperforming keywords or ad copies. If they are not workable enough then pause or delete them

• Nurture all the possible location optimization strategies. At account level, location plays crucial role in optimizing quality score

• Try to load your account with well-performing keywords to eliminate the poor patches caused by the bad performing factors

• Make a single campaign successful before adding another campaign. If the first one works enough to make a strong account level QS then the next campaigns can gain benefit from the earlier ones

8. Improve Mobile Level Quality Score

Mobile Level Quality Score

The mobile quality score is calculated the same way as the desktop quality score.

However, because of separate calculation procedures, the mobile quality score does not affect the desktop quality score.

Mobile QS and desktop QS cannot influence each other.

For mobile QS location is very much important. Therefore, to optimize device level quality score you must consider the location. If you are running mobile PPC ad campaign then you should be sensitive about the location extensions data.

The combined ad campaign that runs simultaneously on all devices including desktop reflects the combined QS of various platforms.

But when you start running an enhanced campaign for a mobile device, you may face increase or decrease in quality score.

If you have created a separate ad for a mobile device, then that ad must be satisfactory for the user. You have to keep in mind the display size of the device while designing the ad.

You must opt for -100% bid adjustment if your ad is not literally meant for a mobile device.

When you are intending to run PPC ad for a mobile device then either you have to make a separate landing page for a mobile device or your landing page must be responsive. Otherwise, it may collapse the Mobile QS and affects the overall quality score.

Mobile friendly and fast loading speed web pages help you in improving mobile level quality score Click To Tweet

You should not ignore including all kind of mobile ad extensions in order to optimize device level quality score.

As impression share and ad rank affect QS, you must select your keywords as per device in order to get a great quality score.

9. Locate Misspelled Keywords in Separate Ad Group

You have successfully and strategically segmented the listed productive keywords in different relevant groups. But what is about the misspelled keywords?

Misspelled keywords are not usually expected but sometimes they work like a magic stick. People may search your products by typing wrong spelling. At that moment these misspelled keywords work.

Though they are not fruitful always they are arguably well performer. Sometimes unintentionally you misspelled the terms.

One single misspelled keyword in a gathering of good keywords cannot spoil the quality score. Create a separate group for the misspelled words.

In this way, you can improve the overall quality score from both of the good and bad keywords.

10. Make Target Oriented Ad Copy for Each Ad Group

Targeted Ad Copy

You have to induce little more effort while creating ad copy. Different ad groups must have different ad copies.

Create two to three ad copies for each ad group. Format each ad copy and target it to the most specific ad group.

When you group the keywords, each group contains very few keywords. It helps you make different ad copies easier.

Start it from the ad group level. Target oriented keywords make you create target specific ad copy. It makes changes to the overall quality score.

Each ad copy should match all the keywords of the respective ad group.

If any how you find that you are unable to match certain keywords for your ad copy then you must create a new ad group for those keywords, and try to introduce similar keywords in that new ad group.

At the final point, you will come to know that a better ad copy creation serves better. This will appear to be the only way to improve the quality score further.Write ad texts relevant to ad group with

Write ad texts relevant to ad group with a strong call to action. Use promotion in ads Click To Tweet

You should not be reluctant on constantly creating and testing new ad copies. A better ad copy means better CTR.

A better ad copy is always target specific. Therefore to increase quality score you must invest much effort to find the most suitable ad copy for a certain target.

11. Opt for Creating Target Specific Landing Page

Specific Landing Page

First of all, throw the idea of maintaining a common landing page for all the ad groups. It is evident that each set of keywords is different from other counterparts.

All the ad groups must not land to a common destination. If it is then visitors will not find variations on your services or products. It will gradually lower drive the quality traffic.

As each ad group contains certain keywords, the end result must be different. Each ad group must have separate destination page. It makes the visitors engaged and results in most numbers of conversions.

But it is important to accumulate on what keywords type you are bidding.

12. Constant Measure The QS And Try To Maintain Higher Average Position

Track Quality Score

You must have tried all the possible factors to optimize the quality score. You need to track the quality score periodically.

The weighted impressions will give a clear idea about the QS. It will tell you about the certain set of keywords, which are performing better to improve your QS

Do not feel happy for the keywords that have accrued fewer impression numbers.

Take only those keywords that have made most numbers of impressions into account to measure overall QS.

Once you get a clear idea on the good quality score, try to show your ad on the higher average position. Always find ways to maintain higher rank. Self-bidding may help you out to evaluate the position.

On the top position, you will have more open chances to improve your quality score.

Things that affect (and don’t) the quality of the ad.

Things that are important when it comes to ad quality:

(i)Device of the user

The device of the user whether a desktop, laptop, tablet or a smartphone is taken into consideration when the ad quality is calculated. Ensure that you optimize your website for the mobile users.

Google has not mentioned that you should have a separate mobile site but you should ensure that the information on your site is easy to navigate for the mobile users as well.

(ii) Relevance to intent of the user

Relevance to the intent of the user is the core element when it comes to calculating ad quality. If your ads and website render relevant information to the users, make them complete the desired Call-to-Action, and are easy to navigate, them these ads result in being high-quality ads.

(iii) For newly launched keywords, focus on related keywords

If you have launched new keywords, Google will still back up to your existing ads and landing page. If your existing keywords, ads and landing page are doing good then Google will continue to keep that opinion.

Things that are not important when it comes to ad quality:

(i) The Structure of your account

You can set up your account in any way that is comfortable to you and you can manage it at its best.

You can also feel free to restructure your account according to the requirement.

Breaking down keywords into new ad groups without changing the ad text or the landing page has no effect on the Quality Score.

But if you move a keyword in a new ad group that has new ad text can change the Quality Score because the user experience gets affected.

(ii) Placement of your ad

Having a high position on the page doesn’t necessarily increase the expected CTR.

The expected CTR is taken into correlation with your actual position on the page.

Although the top placed ads receive more clicks than the ads that are placed in the middle of the page, Google takes other factors that affect visibility like the ad extensions and ad formats.

(iii) Running your ads in other networks

No matter in which AdWords network you target your ads, the ads quality will remain the same.

If you want to drive more conversions, you can use your performance metrics like the conversion rate or Cost per Acquisition to test which of the networks suits best to your ads.


As you know that Google calculates QS for each keyword and campaign, you should try every possible way to increase QS.

You have worked hard getting a higher quality score. Now you must be thinking what the perfect point is to decide whether you are at better QS or not.

PPC experts say that 7 is undoubtedly a good enough point to enjoy better Quality Score. Though once the target mark was 6 but now it is really a fairy tale to achieve that mark in this highly competitive market.

Achieving point 10 is really harder but not impossible. Now your knowledge is equipped with most of the valuable tips and better understanding, you are eligible to start the race for achieving a better quality score for your campaign.

Dinesh Thakur

Dinesh Thakur is the co-founder of Ads Triangle which is a Google Partner and Bing Ads Accredited agency. He has over 7 years of experience in Pay per Click marketing. Dinesh has helped hundreds of businesses to grow their revenues through PPC. He has expertise skills in Google Adwords and is passionate about Pay Per Click.

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15 Proven Ways to Optimise Adwords Campaigns For Better Results

As a campaign manager, you must have come to know that Adwords campaigns need a special care to show effective results.

Although it is not that AdWords will work for you itself but you have to make them efficient. To keep the campaign on successive pace the first thing you have to do is to optimize it.

Well, that is not so tough.You should be tricky and must be open minded to inherit new ideas. However, there are some simple strategies, which can boost your campaign that you have never sighted before.

Most of us often make the mistake of leaving Google Adwords campaigns to self-run after creating them. This method might be easy, but it won’t help you fetch good ROI out of the Adwords campaigns.

Moreover, Optimization is key to run a successful Adwords campaign. There is a lot more, which is involved in creating ads, adding keywords and launching a campaign.

Are you messing yourself up finding how to make your ad appear on the top of the search page? Are you more greedy to attract more potential clicks?

Here’re 15 tips that can help you get most from AdWords campaigns-

1) Is Your Quality Score Good Enough?

Google Adwords assigns a quality score for each keyword of your ad campaign. Probably you know that Google assigns 1-10 Quality score value for keywords.

A Higher value of quality score indicates the better health of keywords.

Therefore, Quality Score is important as it determines your keywords ad rank and helps you save money. The general formula for keywords rank is

Ad Rank= Bid x Quality Score

Higher will be quality score lesser you need to pay for CPC Click To Tweet

There are few important factors, which determine the quality score of a keyword. The main components of the quality score are keywords, ad relevance, CTR and landing page experience.

Let’s understand what exactly these factors are-

1. CTR (Click through rate)

It tells how many clicks you get when people see your ad each time.

2. Keywords and Ad relevance

These mean your keywords and ads should be relevant to each other.

3. Landing page experience

Google check few things to determine landing page value

4. Landing page loading time

Your landing page should be fast to upload on all browsers and devices

5. Content Relevancy

Your landing page content should be relevant to your keywords and ad texts.
For example, if you have keywords related to plumber services then your landing page should tell about what kind of plumber services you provide to customers.

6. Device Compatibility-

Your landing page should be compatible with mobile, tablets, PCs and laptop. People can browse and read the content of landing page very easily.

2) Concentrate on Sitelinks Extensions to Get Better Ad Performance

Do not take the site links as natural search results but they are extensions. You must have thought to show value to your potential customers before they make the clicks. Google Adwords Extensions enable you to show some additional links just below your ad texts.

Moreover, these extensions have a strong impact on the user’s psychology. The provided additional links force people more likely to click on your ad.

You will come to know that the site links extensions can be considered to be the basic needs to set up your ad text. You are also lucky and intelligent enough for converting this option into a marketing strategy.

Why should you consider yourself among the regular advertisers! When you will use Sitelinks Extensions strategically to optimize the ad, you will be counted among the efficient PPC managers.

Let’s check the strong benefits that the Additional Site Links offer-

  • You enjoy the opportunity to furnish and highlight some of your company features and categories
  • Having the chance to elaborate the offers of your company
  • Ancillary options to construct additional real estate
  • You can specify some certain products to attract more attentions

Adding Sitelinks boosts the average CTR of an ad by 20-30% Click To Tweet

The PPC experts accept this fact that using Sitelink extension is an important part of AdWords campaign. If your ad is acquiring the top position on the search page, then using site links extensions delivers excellent result. Google claims that it can boost the CTR by 30%.

furthermore, it is not really a smart thinking just to increase CTR. The good business is to turn the increasing CTR into improving the extra conversions. The effective Sitelinks Extensions strategy technically lifts the conversion rates also.

Show your creativity in building additional site links to get good quality score Click To Tweet

Many clients ask us how many site links should be there! Now, you have to take this at the point of view of a viewer.

We have seen that the campaign owner should use minimum 4-active site links for desktop and mobile device respectively.

Therefore, do not go to elaborate message through these links and try to keep the site links characters count as shorter as possible. We found that shorter links work effectively.

Try to bind them within 20 characters for Desktop and 15 characters for mobile to get effective results.

‘Sitelinks Extensions’ are powerful tools to optimize your ad campaign. People will be more likely to click on your ad. It is proven strategy, which invites more productive clicks along with helping your ad crawling to the top.

3) Google Remarketing- a Dynamic Strategy to Boost Your Campaign

Smart way of getting ROI from a business is marketing. The more your marketing strategy runs effectively the more your customer base increases.

A successful marketing idea is always constructed on some strong pillars of techniques. And Remarketing is one of those powerful norms that feed the success of a marketing idea.

Hence, we advise clients to grab the opportunity of re-marketing strategy offered by Google to optimize your campaign.

Moreover, do not think that customer will come to you generically; rather, you have to go to the door of an interested customer. Always keep displaying your options before the visitors, who have once visited your website.

Remarketing enables you to re-target the clients to run a successful ad campaign. However, before jumping into this strategy you must assign your suitable objectives. These objectives must meet customer expectations.

Remarketing is not meant to generate a huge load of clicks and not to drive a ton of traffics. It tactfully strengthens the company brand name before the people, who already visited the site.

Remarketing is also a direct interaction with the visitors and it influences them to visit your page again. It predominantly improves the conversion rates.

Do not identify Remarketing with PPC ads. Sometimes clients’ aspirations go higher and they expect the remarketing should invite more clicks just as the PPC ad does. We make them understand that Remarketing is completely different from the PPC ads.

As an efficient PPC manager, you have to take these five points in mind to run successful Remarketing Strategy-

  • Audit periodically the Remarketing Lists
  • Boost the performance of Remarketing by choosing perfect Ad Type (always image type is very much effective)
  • Increase the Frequency and Duration period of displaying your ads
  • Identify the expectation to select the target audience.
  • Constantly refine the targeting to get more quality clicks

The main purpose behind running Remarketing is to force invite the productive clicks from those people, who has interests in your service or products. Targeting these people will help you to improve conversions.

4) Set Up Bid Adjustment Systematically

There are different bid level adjustments you need to understand for better campaign management. These include mobile, location and scheduling bid management.

#Locations Bid Adjustment

Location bid adjustment allows you to set bid adjustment on based on locations.

You can set location bid adjustment as per location performance.

For example, you are running your campaign for entire Australia and you find you are getting maximum leads from Sydney. In the same way, you find you are getting almost no leads from Perth location.

By using this data you can set a bid adjustment for locations. You can spend more on those locations, where you are getting results and vice versa.

Bid Adjustment does not only helps you to save money but also assists in generating more leads Click To Tweet

#Mobile Device Bid Adjustment

Mobile device bid adjustment gives you control on mobile bids. If your website is not mobile friendly then you can reduce your mobile bid for around 90-100%.

In the same way, if you’re getting good sales and leads from mobile devices you can increase your mobile bid.

Therefore, based on the performance you can make mobile bid adjustment for your campaign.

#Bid Adjustment Based On Time

Google Adwords allows you to set bid as per day and time. You can increase bid for your AdWords campaigns on any given day at any given time.

Bid as per time

If you find that you get maximum inquiries or sales on Monday at morning time then you can increase your bid on Monday in between 9-11 am to get maximum sales.

Once you have a fair idea about the timing, you can select the time and ensure your ad will get maximum exposure during that time.

5) Avoid Ads Below The Fold

In display network, If your ads go below the fold they could be a waste of money. The level of impressions and CTR are usually lower for ads that go below the fold.

Ads below the fold don’t work on all systems. People use various devices to access the internet and various browser types. Ads below the fold don’t always work on all the browsers and thus it’s best to avoid them.

This is true that people are most likely to click on the results that appear on top of front page. Appearing your ad after scrolling down the page cannot have much impact to draw people’s attention.

Below the fold ad cannot get much exposure to invite clicks. Click To Tweet

It is true that in CPC you only pay when the visitors click on your ad. If your ad does not appear in front of them on first go then a number of possible clicks drop. Therefore, when the number of clicks drops you are usually going to pay less.

You should not be so happy for this lesser payment because at this point if you look at your CTR, it is dropping drastically.

The continue impressions of the below the fold ad affect the CTR by 30%.

6) Is Your Landing Page Mobile Friendly to Catch More Quality Clicks

Smartphones are the needs of the day. If you want to increase your revenue then you need to make sure your website is mobile-friendly. Also, try to show your ads on mobile devices for more traffic.

The success of ad campaign is standing on the user experience. It is all about online advertising, so you need to opt for the most basic things of the people you want to reach.

The fundamental theory PPC ad is to reach most of the people to generate maximum quality clicks.

It is not possible that people always sit in front of laptops or desktops for web search. But the smart devices enable them to get the result on the go.

Therefore put your ad words into their pocket and be with them whenever they need to enter into the web world.

Comfortable user experience

To gain more conversion rate you have to provide the more comfortable user experience. Your linked pages and landing page must be the web responsive so that user can browse your pages through their smart gadgets like tabs and smartphones.

From early 2013 Google was offering separate AdWords campaigns for mobile devices. But a year later the option was banned.

If your web is having a responsive layout, the user can go through your products or services without inducing much effort from mobile devices. However, we advise our clients to target all kind of desktop, mobile and tablets users through AdWords campaigns.

Google currently does not allow device-specific AdWords campaigns. Therefore you are not able to create device specific campaign but you need to modify your tricks to reach multiple devices.

Your ad structure and bidding strategy must be modified in order to target all kind of people.

Our customer base experience elaborates that the user behaviors differ when the devices turn from wide screens to small screens.

Though for eCommerce sites, users find it very flexible to put items in a cart through desktop than mobile but sometimes responsive web layout cause great quality traffic.

Get responsive web design to attract more profitable clicks. Click To Tweet

One more important thing- if you are not having mobile friendly layout then you can think alternatively by designing another URL for mobile users. This can drive the mobile users to a different page than the desktop.

7) Placements Exclusion is Must

PPC Exclussion

Always keep an eye on the placements. Add all those websites to exclusions, which don’t give you results.
 At site category options you can exclude categories, where you don’t want to show ads.

No matter how good your ads are and how good you are in campaign settings- the basis of the optimization depends on the placements of your ad campaign. Good theory on placement exclusion can exhibit optimal result.

In your display network, you must run the “Placement Exclusion’. Along with Placement exclusion lists your campaign exposure will be more controllable and this way you take a further step to optimize your PPC ad.

Place your ads only on the contextual, interest or demographic basis to make it more relevant to the target audience. You must have witnessed that some optimization techniques actually killed the performances.

Take some moment to adjust your placement exclusion and soon you will come to observe that this necessary step is improving the optimization actually.

The relevancy of your ad placements enhances the overall performance Click To Tweet

In primary level just after the campaign goes live, check your account to know which domains are eating more impressions and clicks. Sort out those domains that are unable to give good conversions.

Without wasting time exclude those domains. It might be your ad is actually targeting wrong audience base. But remember it is the initial step.

You should not be in hurry to commit placement Exclusion. Always wait for the longer period result (30 days).

It may be possible that unconsciously in hurry you have excluded the better placement domain. Do not judge your placement in short time frame.

8) Exclude Parked Domains and Error Pages


Display campaigns that include error pages or parked domains can’t generate any leads and thus these ads don’t work. The visitors find no valuable content on the landing page.

If the visitor finds nothing on the linked page then the level of interests drops. In this way, you actually lower the conversion rate.

Along with avoiding link Parked Domain or Error pages, you must also be sure that your ads must not be shown on these category pages.

According to Google Adwords policy, the parked domain is the part of either Display Network. People visit the page accidentally and it offers no viable experience.

You should be sure at the very beginning of the Campaign to protect against the click frauds. Click To Tweet

Sometimes, leads from those pages can give great CTR but fail to generate quality conversions. Actually Parked Domains and Error pages cannot get quality traffic.

Now, you should concentrate to block parked domains to ensure your ROI and conversion rates. Excluding the pages that do not have relevant content or no content is your prime responsibility during the campaign construction.

9) Keyword Match Types Always Work for You

keywords match

It is Keywords that do the magic. Your job is not done only with picking out the right keywords. Select the perfect ‘Match Types’ for your keywords to make it perform best.

You can use 4 types of ‘Match Type’ variations-

i) Broad Match:

Like the name suggests, this match type considers all variants of the typed search content. It doesn’t stay specific and could include words, which are not spelled right, plural forms and stemming.

ii) Phrase Match:

This type allows users to show ads only when people search keywords in a certain phrase. It could include words before or after the phrase, but the keywords need to be together for it to show up.

iii) Exact Match:

This match type shows ads only if people search for an exact keyword. It sometimes allows a very small variation; for example, if your phrase is ‘small dog’ it could pull up results such as ‘a small dog’ or ‘small dogs’.

iv) Broad Modifier Match:

These match types show ads if certain keywords appear in the search term. Unlike phrase match, we don’t need to have keywords in same order. This match type fills the gap between broad and phrase match.

All these variations are useful in one way or the other. You just need to understand each type and choose the right one for your campaign.

10) Test and Split Ads- Select perfect alternatives

Split and test

As an ad owner, you always expect your PPC ad to be stand out from others. No, there is no single formula to achieve this. It is also really hard to know the initial response of the market towards your ads.

We are not letting you down but we are giving you some ideas to enhance your ad performance. Split testing is the important but critical formula to take steps forward for optimization.

CTR is the ultimate goal because finally, it determines the quality score. Test and Split Ads to know the perfect structure to get great conversions.

For overall optimization, A/B Split testing can do better. A/B is a hypothesis testing form, which works with two variants A and B. This technique is not only fruitful for optimization but also for ads validation at the initial stage.

Testing the performance of various ads alternatives will help you get a better idea. Click To Tweet

Testing the performance of various ads alternatives will help you get a better idea of the ones that perform better. There’s a lot you can experiment from including the call to action, new offers, images, color schemes and promotions.

You can go through these two basic experiments-

Ad Copy

Try to implement a different call to actions along with different headlines and messages. Do not hesitate to insert dynamic keywords

Landing Page

You can work with a different layout for landing pages. You cannot know which one will perform better.

Don’t change too many things at one time. Try out one or two different things on each ad. Rotate the ads indefinitely and later check the data collected to analyze which ads did better than the others.

11) Be careful about Landing Page Optimization

Your ad campaign may get the top position in a search result or may invite lots of clicks but without an effective landing page, all is complete wastage.

You need to convert visitors into potential clients as soon as they visit the landing page.

Always ensure your landing page has these three things to increase conversion rates-

i) Testimonials

These help convincing customers that your product or service is good.

ii) Strong Call-to-Action

Instead of using multiple ‘call to action’ phrases on your landing page, use one and make sure it’s a strong one.

iii) Strong Headline

A reader decides whether to stay or left a page within seconds of their arrival. A strong headline is an essential part of a landing page since this headline helps in generating interest and convinces users to stay on the page for a longer time.

The landing page must be appealing and cryptically informative. Click To Tweet

It is evident that in B2B businesses landing page is the instrumental behind accumulating 68% conversion. If you can provide quality landing page you will be able to increase the customer acquisition by 55%.

12) Set Up Conversion Tracking

Conversion tracking is a great way to keep track on the leads or prospective leads your campaign generates.

Although this might not help directly in converting leads; it helps you track down interested customers to try converting them into clients.

This is no doubt a powerful tool to calculate the overall performance of your ad campaign. It enables you to identify whether your campaign is generating leads for the business key factors or not.

Because the only determining metric is conversions, you must track it periodically.

From the very beginning of constructing your campaign, you should set up conversion tracking. If you have basic knowledge of HTML, then it is enough to generate the code in Adwords and paste it on your page.

There are three types of conversions- Webpage, App Download and Call on-site. Web page conversion is the most accurate and profitable conversion type.

The last is to analyze the conversion data because it will give you the complete frame of the ROI. You should analyze the data with the search funnel for advanced analysis.

13) Understand the importance of monitoring the Impressions Shares

Once you’ve successfully launched an ad campaign, it’s important to monitor it. ‘Impression shares’ help you understand the impact of your campaign and assists you to improve it.

An impression share is essential and although most AdWords campaigns will have impression shares above 70%, some of them might not have the mark. So monitor and keep a watch for the lost impression shares for all your AdWords campaigns.

70% of impression shares is the ideal mark for a successful ad campaign. Click To Tweet

The simple way of calculating your impression share is to divide the total number of quarries by a total number of your ad’s appearances.

impression share 2

You must keep a close eye to the lost impressions. The impression share gets badly affected by the poor budget and thus it can drop your campaign performance.

If your daily budget is too low then you can lose impressions and this way you will miss out valuable clicks. Impression loss causes bad results for the conversions.

There are three types of Impressions lost-

i) Search Lost Impression Share:

It is the percentage of not displaying the ad due to insufficient budget

ii) Search Lost Due for Lower Rank:

It tells the percentage of your ad not appearing due to lower ad rank

iii) Display Lost for Budget:

It is the percentage of not displaying the ad on Display Network due to insufficient budget

iv) Display Lost for Poor Rank:

The poor rank of your ad can cause not displaying the ad on Display Network

Now you understand what the Impression share is and how you save the Impression Shares from being lost. Protect those impression shares and convert it to generate quality conversions.

14) Negative Keywords may help you out

Negative keywords might sound like something you should avoid. However, the truth is that using these keywords can help you reach customers, who are most interested in your services or products.

Negative keywords save your clicks from being wasted.

Get more control over your keywords by implementing suitable negative keywords. Click To Tweet

Negative Keywords can optimize your ad by including valuable clicks in three ways-

• Saves budget by excluding the phrases or words that cannot generate ROI

• Helps the ad to appear only before those people, who is relevantly interested in your products or services

• Protects your ads from those clicks that are not meant for your products or services.

Negative keywords help you display your advertisement only to people interested in the services or products you have to offer.

It also increases the CTR for your ad. Negative keywords are simple and easy to use, and when used correctly they can do wonders for your pay per click campaign.

15) Check Your Campaign Settings

Check your AdWords Campaign Settings

There are a lot of settings options on Google Adwords to set your campaign. 
For an effective ad campaign, it’s essential to pay attention to the normal settings.

These are a few important things you should check under the settings tab before you begin an ad campaign-

i) Location:

Always choose the right location. Some ad campaigns are created for an audience belonging to a particular State or Country; therefore choose the location accordingly to save on irrelevant clicks.

ii) Schedule Right:

Once you’ve scheduled a few ad campaigns, you would get a fair idea about the timings of the ad campaigns and about the idea when they perform best.

You can then schedule the ad campaigns based on the time best suited for the campaign to generate the most revenue.

iii) Device Targeting:

It’s advised to always have a website that is compatible with mobile phones & tablets.
 However, if for some reasons your website does not load on mobiles, choose for the ads not to be displayed on mobile phones.


Optimization is an indispensable section in Adwords Campaign Architecture.

As you know how the optimization matters to run a successful ad campaign, the above said procedures will definitely enlighten your knowledge on how to get the fruit from the Adwords campaign.

The main motto of Adwords campaign is to get more business and that is why the factors that evolve more productive clicks bear the essential keys for ROAS (Return On Advertising Spend).

Factors that evolve more productive clicks bear the essential keys for ROAS. Click To Tweet

Aforesaid discussions will surely help the fresher on how to deal with Adwords Campaigns. It is worth saying that only the professionals know the tricks best and can apply perfectly.