Over the next few weeks, we'd like to walk you through some examples of ways you can use the newest evolution of WordStream to supercharge your AdWords account. Whether you're a novice or an expert, WordStream for PPC has tools that can make your job easier and your campaigns more successful. Read Part 1 of the series here.
"I've had an AdWords account running for quite some time, but my Quality Scores remain low, even after revamping my website and landing pages."
There are a number of factors that go into determining your Quality Scores, and the relevance of your landing pages, as well as factors like website load time, do have an effect. But you'll have the most impact on your Quality Scores by focusing on your ads and ad groups. Specifically, you'll need to:
- Ensure that your ad groups are small and "tightly knit," which simply means that the terms in each ad group are all closely related to each other.
- Work on improving yours ads' click-through rates (CTR). Smaller, more targeted ad groups naturally make it easier to write specific, compelling ads. It's also important to test several ads, since small changes can make a big difference in CTR.
Here's how you can use WordStream for PPC to turn your Quality Scores around.
View your active ad groups in the Ad Groups tab and sort by the Quality Score or Click-Through Rate column. This will allow you to identify the ad groups in most urgent need of Quality Score optimization.
Use the Add Keywords Tool to add new, more specific, long-tail terms from our trillion-search-query database as well as search queries from your campaign results.
Pause your more general and unspecific terms. For example, if you are advertising a car wash and have the keyword "car" or "cars," pause these and keep terms such as "carwash," "brushless carwash," "self-service carwash."
View your active ad groups in the Ad Groups tab and sort by the Number of Keywords column. This will allow you to identify the groups with the highest potential for splitting.
Use Split Ad Groups Tool to segment out keywords into tighter knit ad groups.
View your active ad groups in the Ad Groups tab and sort by the Quality Score. This will allow you to identify the groups with the lowest scores.
Spend time repositioning your ad text and messaging; be sure you're targeting the people who would search using terms in that ad group. For example, someone looking for an automatic or drive-through carwash is more likely to be in a hurry than someone looking for a self-service carwash. Your ads should speak to your target customers' specific needs.
Use the Add Negatives Tool to eliminate terms that don’t pertain to your business’s offering; this will further help improve CTR.
Repeat every 1– 4 weeks depending on your average spend. The larger your spend the more often you should repeat.
Next week, we'll explain how agencies can use WordStream to quickly onboard new clients.