need help fixing your pay per click quality scores?
Like many web site owners using pay per click advertising, you may be experiencing an ominous trend in your Quality Scores from AdWords. Google may be marking your scores as “poor” and hitting you with an “Inactive for Search” message. A previously thriving PPC account is now disintegrating before your eyes.
The problems? They could be many. It could be that your ad copy is not relevant and engaging enough. It could be that your keywords are too broad. It could also be that your ad groups are too large. Or, one of several other issues.
There are a variety of different hoops that Google may want you to jump through in order to get back into play and lower your costs per click. The solutions, however, may not be very simple, and it may require you to roll up your sleeves and put in more man hours than you wish. But effort pays off.
At our pay per click management company, it is almost without exception that when we take on a new client, we have to completely overhaul the account. Basically, rebuild it from the ground up. The old rules at Google no longer apply.
Take a closer look at your campaigns and see if you have an excessive amount of keywords in each ad group. If so, it’s time for a change. Don’t stay in the same rut of having ads that are too general and/or not in sync with the keywords in the ad group.
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 method to raise Quality Scores might sound easy. However, the trick is in the effort. Split test your ad copy…and do it every day. Over time, hundreds of tests will raise your click through rates and conversions. If you aren’t doing this or hiring a professional pay per click management company to do it for you, your competition has a great advantage over you.
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.
Make the effort! A successful pay per click program needs a knowledgeable manager whether it be yourself or you hire out. If your man hours are just not there, look to a pay per click management company. Don’t short change yourself when it comes to the energy you put into PPC. Unattended keywords can drain on your funds on a daily basis, so don’t delay!
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