Day 8: Beating the Quality Score

The Ultimate Quality Score Guide
Things sure have changed a lot over the years as far as AdWords search is concerned.

Receiving a lot of exposure used to be a lot easier in the past than it is now, simply because there weren’t as many variables involved.

Back in the day, if your CTR was high enough, you didn’t have to worry about anything else and were in a great position to milk the keyword(s) in question.

There’s a lot of money on the table, you need to understand that: Google remembered the fact that search represents an extremely important part of their business model and acted accordingly.

If you’re interested in making a lot of money via AdWords Search, you need to start by understanding…

Why Changes Were Implemented
A lot of people who are new to the game ask themselves: why bother with all of this Quality Score nonsense?

If you think about it for a moment though, the reasons are definitely logical.

Google makes money because people use the search engine on a daily basis.

Why do they use the search engine? Because it helps them find answers, because it’s useful.

The sponsored listings occupy a lot of each page’s “real estate”, so what would happen if the ads bring people to nothing but useless websites?

Exactly, their user experience would end up being anything but pleasant and they would start considering alternatives.

As you can see, they would have been sacrificing long-term profits for short-term gains by not making Quality Score a part of the equation. They didn’t do it to make your life harder as an affiliate marketer, they did it so that the sponsored listings are relevant to each query.

Making Quality Score Work in Your Favor
The fact that the rules are stricter does not necessarily have to represent a disadvantage. Why not make quality score work in your favor?

Always keep the following aspect in mind: Google wants your ad and website to be as relevant to each query as possible, so if you can make that happen or at least trick Google into thinking your ad and website are extremely relevant, the war is practically won.

It’s not as complicated as you think it is.

First of all, there are things that you can implement right away (ad copy and page content). On the other hand, there are things which only show their effect in time (a great link profile). Let’s start by finding out how you should…

Play the Ad Copy and Page Content Game

In case you haven’t noticed by now, Google highlights each and every “exact match” instance of the keyword found in your ad copy.

For example, if someone searches for “cheap cars” and you have “Find cheap cars now” in your ad copy, “cheap cars” will be highlighted.

The result: a visual advantage which increases the chances of your ad getting noticed, the chances of you having an excellent CTR.

There are also direct Quality Score benefits associated with using exact match keywords in your ad copy but they’re not as important as they used to be.

Google always crawls the destination page in order to make sure that it is relevant.

Don’t make the mistake of thinking that keyword stuffing is a great idea. It might have been a couple of years ago but not anymore.

Google has the technology necessary to “make connections” such as “cheap cars and inexpensive vehicles are terms which practically represent the same thing”, so keep it natural and you’ll be just fine.

Alright, let’s move on and go…

Back to the SEO Drawing Board
If you want a great Quality Score, you have to “prove” that your website is relevant and you can do that via link building.

In most cases, some basic SEO should be enough.

If you have a decent number of links with relevant anchor text pointing to your website, you get the message across that you’re here to provide value to the person who searches on Google and will be rewarded with a good quality score.

At the end of the day, it’s a fine balancing act.

Doing it right is a lot more complicated today but it’s definitely not impossible. You simply need to think about it from Google’s perspective as well as from the perspective of the people who perform the searches.

If your ad is relevant and attractive enough to generate a high CTR, if the destination page is relevant and if it also has quality links pointing to it, you’re good to go.

In Day 9, you’ll learn exactly which ad placement you should use (and why).

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