WordStream and Quality Score
Quality Score and bid amount dictate the cost and position of your advertisement on Google. The higher your rank, the lower your costs can be without sacrificing position. You may find yourself increasing bids in your Google AdWords account but maintaining the same position on a search engine results page. This is probably because for whatever reason, Google has assigned you a low score.
WordStream helps increase your AdWords Quality Score by organizing keywords into relevant groups, suggesting appropriate keywords to include in your adtext, and discovering new keywords appropriate to your business that don't have as much competition. If you're currently using Google AdWords, you can run a report of Quality Score for all your keywords. In your account's reporting tab, run a "Placement/Keyword Performance" report and select "Keyword Quality Score Detail" in the advanced settings heading.
what is quality score?
Quality Score is a dynamic variable assigned to you by Google to measure how relevant your keyword is to your ad text and to the search query. Google rewards you with better ad position and lower cost-per-click when you have a high Quality Score.
Quality Score is a combination of factors which include
- Relevance of a Keyword to its Ad Group
- Relevance of Your Ad Text
- Click-Through Rate
- Landing Page Quality
- Historical Account Performance
WordStream analyzes your data, which includes keyword performance and search commonality, to rate individual keywords and keyword segments by relevance. Make changes first to those with the highest relevance ranking to best improve keyword Quality Score and search campaign performance.
how does wordstream help improve my quality score?
As you can see above, relevance plays a large role in improving Quality Score and is also one of WordStream's fundamental components. It starts at the beginning when you run your log files against the WordStream parser (or upload them manually) to generate keywords. Your next action is to group these keywords together by relevance, a number that WordStream calculates for you.
You're then left with keyword segments that are highly cohesive and closely related. Creating interesting and appropriate ad text for these segments is relatively simple because the keywords have so much in common. For each ad group, WordStream analyzes the data, including visits generated and keyword popularity, and suggests ways to optimize your ad. For example, here's an Ad Group named "custom tshirts." Suggestions here were made by the WordStream system.
Simply edit ad text to include calls to action and proper punctuation, then check the Display URL and Destination URL to ensure they're compelling and appropriate. Your ad may end up looking like this:
The rest flows from there--with highly relevant ad groups and ad text, your ad is specific to the searcher's query, which means there's a good chance your ad is exactly what they're looking for. Improve landing page quality by including those keywords in your context and speaking directly to them. Include them in your meta keywords, meta description, and other meta tags as well, as relevant keywords may improve your Quality Score.
In the end, your ads are more relevant, thus they're more likely to be clicked on, so your historical account performance continues to improve over time.
how do long tail keywords improve quality score?
One of WordStream's most differentiating features is its ability to discover the long-tail keywords. Though much of your traffic may come from a handful of keywords, chances are that the uncommon, more specific searches drive a large chunk of your conversions. Consider someone who searches "running pants" versus another who searches "Nike Dri-Fit Pinnacle running pants." Who do you think is more ready to purchase?
WordStream's Keyword Discovery Tool records every search query that brings someone to your site, through either organic or paid searches. Four times per day, these new keywords and phrases are entered into your WordStream account and segmented based on the rules you have already assigned, constantly growing your list of long tail keywords. With more specific keywords comes less competition, and ideally, higher click through rates. Bidding on long tail keywords help build your account's historical performance, one of the factors in determining Quality Score.
how do i improve quality score?
In conclusion, a high Quality Score is a crucial part of your search engine marketing success as it decreases your costs and improves overall performance. WordStream's tool segments keywords by relevancy, a key component towards obtaining a high Quality Score, and ensures your adtext is appropriate and optimized to search engine results. Sign up for a Free Trial to watch your Quality Score increase.