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Poor Pay Per Click Quality Scores in Google?

If you are like many advertisers lately, you may have been seeing your AdWords quality scores listed as "poor" or been given the old "Inactive for Search" slap from Google. Your once vibrant, effective pay per click account is slowly getting picked apart.

What's bringing you down? It could be a number of things. Look to see if your ad text is relevant enough to each of the keywords they appear on. Are your ad groups too broad? Are they stuffed with a variety of keywords that can't be directly spoken to with your ad copy? Break those up. There's other nuances as well.

To turn your ad campaign into a winner, especially in the eyes of Google, you'll need to make an extended effort. The changes and shifts you make may not be easy. You'll need to log in the time and effort. But intelligent effort can make you into a top competitor and keep your PPC cost down at the same time.

The client accounts we see at our pay per click management company almost always have to be overhauled. Google Adwords has changed -- those old account structures are no longer as effective as they once were and you need to adjust as well.

Look at your account. Are there a couple campaigns, with a few ad groups in them and tons of keywords in each ad group? Chances are you aren't as tightly targeted and relevant as you need to be for those searching on your keywords.

The Google Quality Score reacts positively to ads that are sharply focused. Build out your account, campaigns and ad groups with that in mind.

Another powerful way to throttle up Quality Scores is simple, but the difficulty lies in the execution -- daily split testing. With consistent, daily monitoring and testing of your ppc ad copy, you'll see your click through rates and Quality Scores rise. The key is to do this continually.

If you're spending a substantial amount of funds on your PPC advertising, you need to maximize those dollars. The marketplace is increasingly sophisticated. More and more the competition is putting in extra effort and extra dollars to stay on top of Quality Scores, click through rates and conversions. And, it's a continual effort.

It takes work, but a healthy pay per click campaign almost always has continual intelligent effort behind it. If you can't afford to invest the time that is needed, hire a professional pay per click management company. If you can and you've got enough knowledge, don't delay the work. Every day you put it off, you spend more money on keywords that are leaking funds from your account. So, roll up those sleeves and get to work!

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Josh Prizer is a Senior Account Executive and AdWords Expert for Zero Company Performance Marketing, a ppc management firm. Check out his website to learn more on how improving your PPC ad accounts and performance. This and other unique content pay per click articles are available with free reprint rights.

This article is licensed under a Creative Commons Attribution-No Derivative Works 3.0 Unported License, which means you may freely reprint it, in its entiretly, provided you include the author's resource box along with LIVE links (without "nofollow" tags).

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