In Pay Per Click Marketing with Google Adwords, Quality Score is essential to a campaign’s success. A good Quality Score can make all the difference between a successful campaign and a failure. Good Quality Score translates into lower costs per click and higher chances of a web visitor converting into a buyer. Here are some basic steps:

  1. Synchronize the Ads and Text as Much as Possible.

    On Adwords, have keywords contain text displayed in created ads as much as possible, and vice versa. Plain and simple.

  2. Pointing Ads to relevant page on site, rather than just the home page.

    Past experience has shown that visitors that visit a site’s home page will likely leave the site quicker than making a purchase. The internet, just like the world in general, is comprised of people who seek instant gratification and lack patience. Therefore, on Google Adwords, driving internet searchers to more targeted landing pages give them exactly what they want – the information on the page they go to. Not only that, but if the page is “SEO’d” for selected keyword terms, the quality score for those keywords goes up, and the cost-per-click goes down.

  3. Capital Letters on the ads.

    On Google Adwords, Capitalize the first letter on as many relevant keyword terms as possible on the ads. Not only does Google look favorably on relevant keyword terms having the first letter of each term capitalized, statistics have shown that visitors are more apt to click on such ads.

  4. SEO the Pages the Ads are Pointing to

    If not done yet, modify the text of the landing page you want your Google Adwords ads to go to, or create a new landing page altogether. On this page, have your web page content, h1/h2 tags, and title and meta tags, contain the keywords that your Adwords keywords/ads are pointing to.

  5. Contain the Main Keywords You’re Trying to Target Inside the Display URL

    Simply put, the more times key keywords are on the ads in a legible manner that “makes sense,” the better. Instead of the display URL displaying “,” do instead “” “www.” consists of 4 valuable characters in a text field that is limited in character space, so it may be better to leave that out.

  6. {keyword: the keywords} or {KeyWord: the keywords} in the title section

    This will contain the dynamic keyword prior to the ad. {KeyWord:} places the keyword in uppercase characters, while {keyword:} places it in lowercase. Whichever one is chosen, this may increase quality score. However, do test it against a regular titled ad to see what drives more user traffic to your site.

    Here’s an example:
    keyword adwords ad

  7. Extra: For Google Analytics Tracking Purposes, Add a Custom Query String to the End of Your URL

    This is not related to quality score, but it’s very useful advice nonetheless. To track keywords, have the URLs contain valuable Google variables. The way to get them is at the “Tool URL Builder” that Google provides for free. For keyword, to make it dynamic, type in {keyword}. Generate the URL and Voila! Copy/paste the URL into the destination URL of your ad and you’re good to go.

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