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Google recently updated their Adwords reporting system, allowing you to see their ‘quality score’ for each of your keywords.

Google wants to reward advertisers for providing relevant content. Their new quality score rating tells you how relevant they think the keywords you are targeting are.

They are currently rating each keyword, with either ‘Great’, ‘OK’ or ‘Poor’. Keywords marked great or OK, is a sign that you are targeting the right keywords in Google’s eyes. If a keyword gets tagged with a ‘poor’ rating, this tells you that you need to replace the keyword with a more specific choice.

Alternatively, you need to adjust your ad wording and landing page, to target the poor keyword(s) more closely. This usually means that you’ll need to include the keyword in your ad text, and the landing page you are sending people to.

This might mean having to create new ad groups and landing pages for those poor keywords. You might think this is tough, but to compete on Adwords these days, this is what it takes.

If you just leave poor keywords as they are, you will almost certainly see the minimum bid price shoot up to something silly like $5 or $10 a click.

A Rip Off, Or An Opportunity?

Every time Google does an AdWords update like this,  you always hear lots of moans and groans from pay per click advertisers on the forums. Tales of how their ad costs have hit the roof and how Google is trying to rip them off.

The reality is; no advertiser in their right mind is going to pay $5 a click when they used to pay 10 cents. Google knows this, so when they slap you with a minimum bid price of $5, they are basically telling you that don’t want you to bid on it, because your ad just isn’t targeted enough for that keyword.

The smart marketers adapt and change, and in many cases see their ad costs drop as the competition starts to fade away. If you’ve been hit by Google’s recent changes, refine your ad text and landing pages to be much more targeted.

Not only should you start to get better conversion rates, but your ad costs will probably drop even lower than what they were before. 

It’s worth spending a little time looking over the quality scores for your main keywords, and comparing the ads and landing pages for them. This will help you to see why Google is rating one keyword higher than another.

Enabling Google’s ‘Quality Score’ Reporting…

To enable the ‘Quality Score’ login into your Adwords account and open up one of your Ad groups. Once there, select the keywords tab and you will see a link that says ‘customize columns’, above the columns.

Click that, and you will get the option to display ‘quality score’, which imediately adds this reporting into the current display. If you do this in one ad group, it adds the quality score column to every ad group in that particular campaign.

So enable this across your account, you will need to select the quality score option in at least one ad group for each campaign. If you are setting up a brand new Adwords account, the quality score rating is automatically inserted.

Tips For Getting Higher Quality Scores For The Keywords You Target:

1. Include the keyword in your AdWords ad text.
2. Have the keyword in the title tag on your landing page.
3. Have the keyword in your domain name, or the name of the file/folder of your landing page.
4. Include the keyword in the main headline on the landing page.
5. In anchor text for outboud links on the landing page.
6. In anchor text for inbound links to your landing page.
7. Include the keyword amongst the normal body text on your landing page.
8. Reduce the number of keywords per ad group right down, so that each group is super targeted on a specific set of phrases.

That’s a few suggestions that will help you get your quality score up, and your cost per click down. I’m not saying you have to do all the above for every keyword, but the more targeted your ads and landing pages are the better. Spend time optimizing for your most important keywords first.

I hope this helps :-)

Jason Lewis

For your reference, Google’s help page for their new ‘quality score’ rating is here:

https://adwords.google.com/support/bin/answer.py?answer=53024&hl

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