Machine Learning Authors: Pat Romanski, Yeshim Deniz, Liz McMillan, William Schmarzo, Jason Bloomberg

Blog Feed Post

Lower Your Google Adwords Advertising Costs With Higher Quality Scores

Your Google Adwords advertising Quality Score is a weighted average from 0 – 10 based on how relevant your ads, keywords, and landing page are to a person searching and engaging with your ad. The reality is that having a high Quality Score can lead to lower prices and better ad positions. Quality scores are measured per keyword and can be found in your Adwords campaign under keywords and displaying the column.

Google Quality Score FactorsThe Quality Score of each keyword is calculated every time your keyword matches a search. The more relevant your ads and landing pages are to the person searching, the higher your Quality Score. Your keyword scores will affect your ad position on the page as well as your prices.

Factors Determining Keyword Quality Score:

  • Your expected click-through rate (CTR).
  • The ad relevance of each keyword as it relates to the Ad Groups.
  • The ad relevance as it relates to your text copy.
  • Landing page where people are sent when they click on your ad. The quality, relevance and page experience.
  • Your overall historical AdWords account performance.

The keyword scores is evaluated depending on what network your ad appears, meaning that you have a different Quality Score on Search vs. Display Network sites. The Quality Score for mobile devices is calculated slight differently as well.

How Quality Score Affect You Campaign

Your Google Adwords is directly affected by the keyword scores. Managing your keyword scores is important to insure your allocated budget reaches maximum potential.

  • Higher Quality Scores make it easier and cheaper for a keyword to enter the ad auction. If your scores are low you may see a notice from Google indicating the ad is not being shown due to a low quality score.
  • Higher Quality Scores lead to lower cost per click (CPC). This means you pay less per click and your existing budget can go farther.
  • Higher Quality Scores lead to your ad to be shown on the first page of search results, especially with competitive keywords.
  • Higher Quality Scores lead your ad to shown towards the top of the page. Although you may have a lower bid for the keyword, a higher quality score means you will be shown before advertisers with higher bids and lower keyword scores.
  • Higher Quality Scores makes your ad campaign eligible for ad extensions and other ad formats. Some ad formats require a minimum Quality Score to be shown. Your ad position will determine whether or not your ad is eligible to be displayed with ad extensions and other ad formats.(To learn more about ad extensions, please see “Understanding Ad Extensions in Google AdWords“)

In a nutshell, higher keyword scores typically lead to lower costs and better ad positions. The AdWords system works best for everybody – advertisers, customers, publishers, and Google – when the ads we show are relevant, closely matching what customers are looking for. Relevant ads tend to earn more clicks, appear in a higher position, and bring you the most success.

Example Customer Looking For Brown Shoes

Let’s say that you own a website that specializes in shoes, and Joe, a customer, is looking for “brown shoes”. Wouldn’t it be great if Joe searched “brown shoes” in Google, saw your ad about “brown shoes”, clicked it, and landed on your webpage and bought “brown shoes”? This would fall into the category of the ideal user experience from end-to-end.

Google Adwords Campaign Purchase Process For Brown Shoes

This is a situation where the customer searched for something specific, found what they wanted by clicking the relevant ad, and made a purchase. This will earn you a high Google Quality Score. The more relevant the ads to a search, the more likely they are to get more clicks, therefore appear in a higher position amongst the advertisers, and ultimately bring you the website owner the most success.

Where To Find Your Quality Score

There are two ways for you to check your quality score in the Adwords campaign starting with the Keywords tab.

Google Quality Score Information Location

  1. Option #1 Check The Speech Bubble
    In the STATUS column of the Keywords tab, you can click the speech bubble to find the factors affecting your quality score. This bubble tends to be available when you have a Ad Disapproval in the status column or a notice indicating why a keyword is not being shown.
  2. Option #2 Make The Quality Score Column Visible
    In most cases Google does not automatically include the Quality Score column in your default view in the Keywords tab. To make the quality score visible you can:

    • Click the Columns drop-down menu
    • Select Customize columns.
    • Select Attributes.
    • Click Add next to “Qual. score”.
    • Click Save.

What To Do When You Manage Large Quantity Of Keywords

Managing a large volume of keywords in your ad campaign may not make it conducive to view the Quality Scores easily for all of them through your web browser or even easily isolate the lower scoring keywords.

Once the Quality Score column is visible in your the Keywords tab, you can download all statistics about your keywords into a spreadsheet file. The most popular about be in an Excel format.

To download an Excel format click on the download button, which is a small down arrow button under the main tabs.

Google Adwords Download Keywords Report Button

A gray shaded box will appear on your screen giving you special options for your download. Assuming you do not need to make any special changes you can simply click on the blue download button.

Google Adwords Report Download Dialogue Box

What We’ve Learned

If your keywords have low quality scores then there is a significant disconnect amongst your ad groups, your ad text, your keywords and your landing page content. Relevance of your ads and landing page to the search term will greatly improve your scores, which is directly related to the Click Through Rate (CTR).

High quality scores will happen when all four of these segments are properly organized and help you achieve lower prices per click and better ad positions.

Reaching targeted customers with good quality scores in your local area can be achieved with hyperlocal advertising, which you can learn more about in our previous week’s editorial “Use Hyperlocal Advertising to Reach Nearby Consumers“.

The post Lower Your Google Adwords Advertising Costs With Higher Quality Scores appeared first on SmartFinds Internet Marketing.

Read the original blog entry...

More Stories By Melih Oztalay

I have over 20 years of experience in developing successful, efficient and strategic web marketing and advertising solutions for businesses. Working through an entrepreneurial framework, I have focused on business development, sales, execution, and management. Combining solid knowledge of marketing and advertising with information technology, I have been successful in being able to apply digital technologies to the needs of businesses. As an early adopter of new ideas and technology, my clients are able to benefit from imaginative and effective programs that keep them ahead of their competition.

The Company

Smartfinds is a digital marketing agency working with national and global corporate clients including domestic and off-shore franchise operations with their online marketing efforts. We offer a number of core competencies including web marketing research, analysis, strategies, and tactics; website development and SEO; organic search engine marketing with content marketing and social media marketing; Google AdWords advertising including pay-per-click; Google Analytics and Google Webmaster Tools interpretation; Local Store Marketing including customer ratings and reviews management; and more.

Our entrepreneurial business approach employs open-mind creativity and early-adopter assertiveness along with in-depth planning for business growth. Our goal is to be a strategic partner with our clients focused on increasing traffic to the website, business growth, generate leads, increase sales and revenues.

@CloudExpo Stories
The standardization of container runtimes and images has sparked the creation of an almost overwhelming number of new open source projects that build on and otherwise work with these specifications. Of course, there's Kubernetes, which orchestrates and manages collections of containers. It was one of the first and best-known examples of projects that make containers truly useful for production use. However, more recently, the container ecosystem has truly exploded. A service mesh like Istio addr...
Poor data quality and analytics drive down business value. In fact, Gartner estimated that the average financial impact of poor data quality on organizations is $9.7 million per year. But bad data is much more than a cost center. By eroding trust in information, analytics and the business decisions based on these, it is a serious impediment to digital transformation.
Predicting the future has never been more challenging - not because of the lack of data but because of the flood of ungoverned and risk laden information. Microsoft states that 2.5 exabytes of data are created every day. Expectations and reliance on data are being pushed to the limits, as demands around hybrid options continue to grow.
Business professionals no longer wonder if they'll migrate to the cloud; it's now a matter of when. The cloud environment has proved to be a major force in transitioning to an agile business model that enables quick decisions and fast implementation that solidify customer relationships. And when the cloud is combined with the power of cognitive computing, it drives innovation and transformation that achieves astounding competitive advantage.
Digital Transformation: Preparing Cloud & IoT Security for the Age of Artificial Intelligence. As automation and artificial intelligence (AI) power solution development and delivery, many businesses need to build backend cloud capabilities. Well-poised organizations, marketing smart devices with AI and BlockChain capabilities prepare to refine compliance and regulatory capabilities in 2018. Volumes of health, financial, technical and privacy data, along with tightening compliance requirements by...
The IoT Will Grow: In what might be the most obvious prediction of the decade, the IoT will continue to expand next year, with more and more devices coming online every single day. What isn’t so obvious about this prediction: where that growth will occur. The retail, healthcare, and industrial/supply chain industries will likely see the greatest growth. Forrester Research has predicted the IoT will become “the backbone” of customer value as it continues to grow. It is no surprise that retail is ...
Evan Kirstel is an internationally recognized thought leader and social media influencer in IoT (#1 in 2017), Cloud, Data Security (2016), Health Tech (#9 in 2017), Digital Health (#6 in 2016), B2B Marketing (#5 in 2015), AI, Smart Home, Digital (2017), IIoT (#1 in 2017) and Telecom/Wireless/5G. His connections are a "Who's Who" in these technologies, He is in the top 10 most mentioned/re-tweeted by CMOs and CIOs (2016) and have been recently named 5th most influential B2B marketeer in the US. H...
Andrew Keys is Co-Founder of ConsenSys Enterprise. He comes to ConsenSys Enterprise with capital markets, technology and entrepreneurial experience. Previously, he worked for UBS investment bank in equities analysis. Later, he was responsible for the creation and distribution of life settlement products to hedge funds and investment banks. After, he co-founded a revenue cycle management company where he learned about Bitcoin and eventually Ethereal. Andrew's role at ConsenSys Enterprise is a mul...
The best way to leverage your Cloud Expo presence as a sponsor and exhibitor is to plan your news announcements around our events. The press covering Cloud Expo and @ThingsExpo will have access to these releases and will amplify your news announcements. More than two dozen Cloud companies either set deals at our shows or have announced their mergers and acquisitions at Cloud Expo. Product announcements during our show provide your company with the most reach through our targeted audiences.
DevOpsSummit New York 2018, colocated with CloudEXPO | DXWorldEXPO New York 2018 will be held November 11-13, 2018, in New York City. Digital Transformation (DX) is a major focus with the introduction of DXWorldEXPO within the program. Successful transformation requires a laser focus on being data-driven and on using all the tools available that enable transformation if they plan to survive over the long term. A total of 88% of Fortune 500 companies from a generation ago are now out of bus...
With 10 simultaneous tracks, keynotes, general sessions and targeted breakout classes, @CloudEXPO and DXWorldEXPO are two of the most important technology events of the year. Since its launch over eight years ago, @CloudEXPO and DXWorldEXPO have presented a rock star faculty as well as showcased hundreds of sponsors and exhibitors! In this blog post, we provide 7 tips on how, as part of our world-class faculty, you can deliver one of the most popular sessions at our events. But before reading...
DXWorldEXPO LLC announced today that "Miami Blockchain Event by FinTechEXPO" has announced that its Call for Papers is now open. The two-day event will present 20 top Blockchain experts. All speaking inquiries which covers the following information can be submitted by email to [email protected] Financial enterprises in New York City, London, Singapore, and other world financial capitals are embracing a new generation of smart, automated FinTech that eliminates many cumbersome, slow, and expe...
Cloud Expo | DXWorld Expo have announced the conference tracks for Cloud Expo 2018. Cloud Expo will be held June 5-7, 2018, at the Javits Center in New York City, and November 6-8, 2018, at the Santa Clara Convention Center, Santa Clara, CA. Digital Transformation (DX) is a major focus with the introduction of DX Expo within the program. Successful transformation requires a laser focus on being data-driven and on using all the tools available that enable transformation if they plan to survive ov...
DXWordEXPO New York 2018, colocated with CloudEXPO New York 2018 will be held November 11-13, 2018, in New York City and will bring together Cloud Computing, FinTech and Blockchain, Digital Transformation, Big Data, Internet of Things, DevOps, AI, Machine Learning and WebRTC to one location.
DXWorldEXPO | CloudEXPO are the world's most influential, independent events where Cloud Computing was coined and where technology buyers and vendors meet to experience and discuss the big picture of Digital Transformation and all of the strategies, tactics, and tools they need to realize their goals. Sponsors of DXWorldEXPO | CloudEXPO benefit from unmatched branding, profile building and lead generation opportunities.
@DevOpsSummit New York 2018, colocated with CloudEXPO | DXWorldEXPO New York 2018 will be held November 11-13, 2018, in New York City. From showcase success stories from early adopters and web-scale businesses, DevOps is expanding to organizations of all sizes, including the world's largest enterprises - and delivering real results.
Dion Hinchcliffe is an internationally recognized digital expert, bestselling book author, frequent keynote speaker, analyst, futurist, and transformation expert based in Washington, DC. He is currently Chief Strategy Officer at the industry-leading digital strategy and online community solutions firm, 7Summits.
"We started a Master of Science in business analytics - that's the hot topic. We serve the business community around San Francisco so we educate the working professionals and this is where they all want to be," explained Judy Lee, Associate Professor and Department Chair at Golden Gate University, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
DXWorldEXPO LLC announced today that Dez Blanchfield joined the faculty of CloudEXPO's "10-Year Anniversary Event" which will take place on November 11-13, 2018 in New York City. Dez is a strategic leader in business and digital transformation with 25 years of experience in the IT and telecommunications industries developing strategies and implementing business initiatives. He has a breadth of expertise spanning technologies such as cloud computing, big data and analytics, cognitive computing, m...
Digital Transformation and Disruption, Amazon Style - What You Can Learn. Chris Kocher is a co-founder of Grey Heron, a management and strategic marketing consulting firm. He has 25+ years in both strategic and hands-on operating experience helping executives and investors build revenues and shareholder value. He has consulted with over 130 companies on innovating with new business models, product strategies and monetization. Chris has held management positions at HP and Symantec in addition to ...