How To Eliminate Wasted PPC Spend

My Post (5)As we all know, times are crazy right now. Whether you have had to pull back spend drastically, or your business is thriving during these uncertain times, avoiding wasted spend is a main priority for almost everyone. I am going to walk through some tips I have learned while working in Digital Marketing that will help find and eliminate wasted spend in your accounts.

DDNT

DDNT stands for Device, Demographic, Network, and Time. These are settings you can check either on an account level or on a campaign level. These are easy to miss, but can have a big impact on your account. You can place bid modifiers on all of these settings to either increase or limit spend where you are seeing the most traffic. For example, if you are seeing that most of your conversions are coming from females in the age range of 18-24, you can put a positive bid modifier on females and that age range so Google knows to show people who fit that criteria, therefore eliminating spending money showing ads to people who are less likely to convert.

Non-Converting Keywords

Another easy win is taking out all the keywords that are spending but not converting. If you look at the past 60 or 90-day date range and apply a filter for keywords that have not converted, you can remove those from your account and cut down some of that spend that isn’t producing any conversion actions. – Read more

The 3-Step SEO Process That Grew Organic Traffic 200%

My Post (4)First things first, I am going to promise you that this is not another post about including your target keyword in heading tags. 

In this article, I will cover the main tactics I use to write this content, which helped an ecommerce retail client grow their organic traffic +202% Y/Y.

To create satisfying and comprehensive content Google is looking for, you have to put in real effort. But it can be challenging to know where to start.

This 3-step process includes:

  • 1. Find Your “Gimme” Keywords
  • 2. 4 Free Content Analysis Tools
  • 3. Source Authoritative Input

Now let’s see how each of these steps work.


1. Find Your “Gimme” Keywords

In golf, a “gimme” is a shot that other players agree can count automatically — basically, a near-guaranteed victory. We can apply similar logic to keyword research by targeting keywords your organic competitors rank well for, but you could write about better.

Here is how to create a list of “gimme” keywords to influence your new content:

  1. Go to SEMrush’s Competitive Research Toolkit and then the Keyword Gap tool.
  2. Plug in your root domain and click Add Competitor — your top 4 organic competitors will autofill. Choose the first result and click “Compare”.
  3. To only view keywords in the top 10 results, select Position  > Competitors > Top 10. You can also filter Volume to only see keywords above or below a specific search volume.
  4. Scroll down to All Keyword Details and select “Missing” to see the list of keywords you don’t rank for, but your competitor is ranking #1-10.
  5. Document keywords by adding them to your Keyword Manager, or exporting to Excel or CSV.

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Complete this analysis with several of your close competitors until you have a list of keywords you feel confident in. This list is a great starting point, but there is one more crucial step in determining a true “gimme” keyword — looking at the search engine results pages (SERPs) manually.

Google’s algorithm prioritizes relevancy, so you need to make sure your site’s content and expertise will make sense for each keyword.

Starting with your highest-priority keywords, do an incognito Google search on desktop (Ctrl or ⌘ + Shift + n) and mobile. You can also use Mobile Moxie’s awesome SERPerator tool to check mobile results from your desktop.

Analyze the first page of results by answering a few questions:

What Is the Keyword’s Intent?

Search intent is bucketed into 4 different types: informational, transactional, navigational, and commercial investigation. Before deciding to target a keyword, make sure your content matches what users are looking for. Determining intent in the SERPs is fairly straightforward:

  • Informational: Users are looking for generic information about a topic.
    • “What is kombucha?”
  • Transactional: Users are looking for categories or products.
    • “Kombucha kits”
  • Navigational: Users are looking for a specific website.
    • “Kombucha Retailer”
  • Commercial investigation: Users are in the research phase before purchasing.
    • “Kombucha reviews”

Sometimes, results can be mixed intent. For example, a search for just “kombucha” shows informational articles, a product feed, and a local map pack. In this case, it is up to you to determine if your content fits the intent.

Which Publishers Are Ranking?

Take a look at the publishers ranking on the first page for your keyword. Would your website fit in alongside these results?

Say you are a food blogger interested in writing about the “benefits of kombucha.” Currently, the top 10 results showcase sites like Healthline, Medical News Today, and WebMD. Google is prioritizing authoritative health sites, not food blogs, to rank for this keyword.

Yet, search for “ginger kombucha”, and you will find a variety of food blogs dominating the SERPs. Though this keyword is lower volume than “benefits of kombucha”, you will be much more likely to rank.

What Does the On-Page Content Look Like?

Finally, click into the top 3-5 search results to analyze each page. The key sign of a “gimme” keyword is when the top results show missed opportunities. You can usually tell this just by skimming:

  • Does the page lack a sensible heading structure?
  • Is it difficult to read or flooded with ads and pop-ups?
  • Does the content seem too thin (or unnecessarily long)?

This technique may involve a bit more leg work on the front end, but you will avoid wasting countless hours targeting irrelevant or high-difficulty keywords.

If you have done your keyword research and the search landscape seems conquerable, go forth and conquer it.

2. 4 Free Content Analysis Tools

Once you have your list of “gimme” keywords, the next step is to look even closer at the first page of results to understand what content may be good to include.

However, this manual process can be time-consuming. These 4 free tools will streamline your analysis, so you can reinvest that time into writing great content: – Read more

8 Rules of Effective Online Reputation Management

My PostOnly a decade ago, things like PR and reputation management seemed like matters of concern for big businesses and celebrity personas. And it seemed like smaller brands had little to care about; their brand perception was a one-way alley with customers having little room for feedback.

After all, they could just choose to ignore the business’s products and services, but their perception had little impact. But we are now living in an era of an active audience, one where people express their opinions about brands and services on several platforms online all the time.

And, with 71% of consumers starting their customer journey with a Google search, no business can afford to show up on the SERPs appearing untrustworthy and disreputable.

To avoid any potential issues, here is an extensive guide on Online Reputation Management for businesses of any size and industry to help digital marketing professionals discover effective ways to manage their brand’s online reputation.

Here are the three main points we will cover:


What Is Online Reputation Management (ORM)?

Online Reputation Management, or ORM, is a multi-faceted concept that is aimed at creating a positive public perception of a brand, business, or person. Reputation management includes monitoring reputation, addressing any content or customer feedback that could damage the brand, and using strategies to prevent and solve problems that could damage an entity’s reputation.

How Online Reputation Management Works

In a nutshell, ORM is all about monitoring and managing your brand’s reputation across the web, about ensuring that your business is properly represented and that potential customers are left with a great impression on who you are and what you do.

That said, multiple channels fall within Online Reputation Management, and since it may seem overwhelming at first to embrace all these channels, let’s think about them in terms of the PESO model. Here is a pretty extensive post on this topic.

Paid Media for Online Reputation Management

Paid media implies all online content that requires payment to feature your brand (website, services, etc.). It involves channels like Google Ads, social media ads, sponsored posts, or promotions by influencers.

This aspect of ORM is fairly straightforward — you have full control over your own placements. You have to carefully check, though, if any of your competitors are advertising “against” your brand.

However, most paid media platforms have strict guidelines against such practices, and a single complaint can resolve this negative sentiment implication.

Earned Media

Earned media embraces the coverage that your brand receives from external platforms free of charge. They include:

  • External articles,
  • Press coverage
  • Blogs and Vlogs
  • Forums
  • Some industry-specific third-party listings (Glassdoor, Capterra, Trustpilot would all fall into this category).

Google My Business would also count as earned media as customers leave reviews for your business without you controlling it. Earned media should be a focus for all businesses; these sources help create a positive outlook and create trust with online visitors. – Read more

How to Write Convincing Sales Landing Pages Even if You’re Not a Copywriter

My Post (29)Writing killer sales landing page copy is no easy task. So we asked the best of the best to share their top tips.

The best copywriters write with two things in mind: their audience and the action they want their audience to take.

That means great writers adjust their copy for each marketing channel. While many of the writing techniques and strategies are similar, writing a landing page that converts visitors into subscribers is not the same as writing an email, social copy, or a blog post.

To help you write high-performing content for your landing pages, we asked professional copywriters to share their best writing tips.

Check out what they had to say.

Landing page copy should help people solve their frustrations and achieve their aims.

Henneke Duistermaat, Founder of Enchanting Marketing

What I see going wrong most often on landing pages is that we’re so focused on what we want to sell, that we forget to explain WHY people may want to buy it.

So, always start with sneaking into the mind of potential buyers:

  1. What problem do they want to escape? How does that problem make them feel?
  2. What aim do they want to achieve? How will that improve their lives?

A product bridges the gap between where people are right now and where they want to be. For instance, someone might buy a course to improve their LinkedIn skills because they feel they’re wasting too much time achieving nothing (that’s their frustration) and they want to get more interaction and quality business leads (that’s their aim). The landing page should describe what people will learn so they can solve their frustrations and achieve their aims.

When you align your offer with what web visitors want to achieve (and when you do so using their words), it becomes much easier to increase conversions.

Always remember: People don’t buy a product, they buy a better life.

RelatedFind out how to use your audience’s words in your writing.

Clarity will always beat complexity.

Amy Woods, Founder of Content 10x

Jargon and buzzwords sound smart, but do they sound like something an actual human would say – or buy? Would you hire a gardener or a grassland cultivation and management disruptor?

The best businesses sell their products and themselves in simple words.

Going into detail and using industry-specific language is not a sin – it’s just that you need to find the right place to do so. Your landing page needs to be laser-focused on what you do, who you do it for, and very importantly what problem you solve.

This means focusing on the end-state, not the processes and features. A gardener doesn’t sell 2 hours of horticulture, they sell a beautiful garden for you to enjoy and show off to your neighbors.

To make this clear you need to have ONE simple call to action – and make it fun! “Make My Garden Beautiful”, not “Enquire”.

Ask someone who’s never heard of your business before to look at your landing page and see if they can tell you those three essential points after 5 or 10 seconds of reading: what you do, who you do it for, and what problem you solve. – Read more

Navigating the road ahead: How consumers are adjusting to COVID-19

My Post (28)COVID-19 has fundamentally changed the way we live our lives and how we connect with the world around us. Things like social distancing, curbside pickup, and at-home workouts are now commonplace. The necessary measures taken to manage the pandemic have not only disrupted the global economy, but have also altered consumers’ interests, expectations, and purchasing behavior. These shifts are constant and they’re happening rapidly—and we want to help you navigate them. Today, we’ll share five key trends we’re seeing and provide helpful resources for adjusting your media strategy.

What’s changing with consumers?

As of this week, there are over four billion people staying home worldwide. And while we don’t know how or when this crisis will resolve, we do have new insight into how people’s needs and behaviors are changing:

People are using multiple devices to go online at unprecedented levels.

Connecting with the world online is more important than ever right now, with at-home media consumption increasing dramatically and influencing all aspects of life.

  • In the U.S., staying home has led to a 60 percent increase in the amount of content watched. Americans are watching roughly 12 hours of media content a day, according to Nielsen data.
  • Consumers across the globe are spending 20 percent more time in apps and games than they did a year ago and app usage in China grew to five hours/day on average (+30 percent year over year), according to App Annie.


People are turning to Google for important information and content to meet their essential needs.

With businesses adapting to delivery or online models, people are looking for clear, specific information about where, how, and when they can get what they need.

  • According to internal data, searches for “food delivery services” have grown globally by more than 300 percent year over year.
  • Americans are watching videos related to recipes and cooking at a rate 31 percent higher than they did the same time last year.
  • According to internal data, searches for “online pharmacy” have grown globally by more than 100 percent year over year.


People are discovering new connections and nurturing relationships (virtually).

Even as people physically distance themselves, they’re using technology in new ways to connect with each other.

  • 50 percent of U.S. consumers said they have used video to communicate with family and friends. In fact, as of April, Google Meet is hosting 3 billion minutes of video meetings and adding nearly 3 million new users everyday.
  • On YouTube, we’ve seen a rise in “with me” videos, where people film themselves going about ordinary tasks like cleaning and cooking. In the US, views of videos containing “study with me” in the title are 54 percent higher compared to the same period last year.


People are adjusting routines to be at-home-first.

As daily routines and schedules adjust to new realities, so have online and at-home habits.

  • Search interest for “telecommuting” in the U.S. reached an all-time high on Google and YouTube in mid-March, and continues to grow with no sign of slowing down.
  • Workout routines have changed. There’s growing search interest for “stationary bicycle” worldwide since the beginning of the year, especially in Spain and France, and “dumbbell set” in the UK.


People are practicing self-care more. 

People are focused on taking care of their own physical and psychological needs, in addition to those of friends and loved ones. – Read more

Ad Copy Tips For the COVID Era

My Post (27)Striking a balance between promotional and socially conscious messaging can be challenging right now. We know that Google and Facebook are actively monitoring and snubbing out inappropriate ad copy that has malicious intent (and for that, we’re grateful). That said, it’s difficult not to talk about it and empathize with our audiences.

Google is running a series of weekly webinar sessions called Mobile On Air. In their first session, from May 5th, they covered “Design and Performance in Uncertain Times”. I really enjoyed the section on design principles as it has a universal approach for ad messaging. Below are tips and thoughts on how to approach your message:

Color

Color theory and the link to psychology can help soften your ads.

  • Try to avoid red as it is often associated with error or warning messages
    • If red is one of your brand colors, reserve it for your CTA to draw attention
  • Utilize the “calm colors” or earth tones such as blues and greens
  • Use a coherent color pallet. To attract attention use complementary colors (colors directly opposite of each other on the color wheel)

Tone

The tone of your message should be caring and calm while still illustrating your business’ authority on the matter. Messaging that is too emotional can cause audiences to lose confidence in a business’s authority. Always use credible sources and statistics when making statements and own your narrative. In Kamlyn’s article PPC in the Time of COVID she remarks that consumers respond positively to sensitive ad messaging but data suggests that the majority of consumers are not turned off by your ad messaging. – Read more

How to increase online sales in three easy steps through PPC ads

My Post (26)Coronavirus and related quarantine measures led to an increase in online sales, video content consumption, and the time people spent on the internet in general. That’s why PPC ads are more relevant than ever now for your business. Well crafted ads can be a great way to improve your conversion rate and profit.

In this article, you’ll find the most common errors in contextual advertising and get practical recommendations on setting up effective ads.

The most common errors when setting up ads

1. Contactless ads

Advertisements without contact information take up less space in SERP and lose to competitors’ ads due to the fact that they are less noticeable and informative.

2. Lack of quick links and favicon

This error leads to a decrease in traffic, CTR, and means that the ad budgets will rise.

3. Ads are not optimized for the Google Display Network

A search engine ad campaign is different from one shown on the Google Display Network. If you just copy ads, you’ll not get a good result.

The main difference between campaigns on the thematic sites and in search:

  • Images are not displayed in search but on thematic sites, they must be added.
  • Advertising on thematic sites should be more creative than in search. There are many different formats in GDN you can experiment with.

4. Lack of division into the industry and regional campaigns

Without this separation, you can waste the budget. Dividing the campaign, you’ll identify which industries or regions are more effective, which part of the campaign should get more attention and budget.

5. Improper structure of PPC ads campaigns

The campaign structure does not appear from scratch but is created on the basis of internet demand and customer market analysis (customer needs and requirements, product demand, and other such parameters).

For example, you can create the following groups from your PPC campaign: On a company brand, on general keywords, on regions, on types of the product, on promotions, and on competitors.

6. The site doesn’t load when clicked

Often, a campaign is running but a server is not configured to process the labels of advertising systems. Therefore, when you click on an ad, the site may not load.

How to set up an effective PPC ads campaign

Work with contextual advertising involves continuous analysis. Before launch, it’s an analysis of the target audience, the strengths and weaknesses of the product, the activities of competitors, and niche filling. Since the situation on the market is changing dynamically, before running an advertising campaign, you should carry out a direct analysis of contextual ads, their results, as well as competitors.

Before starting a PPC campaign

As I’ve already said, you should make a deep analysis before setting up your advertisements. You should learn:

1. The target audience

These are people whose attention you want to capture and convert them into buyers.

A specialist should understand their pains, determine triggers of influence, find out which style works best to communicate with them.

You can do it with the help of different polls and surveys among your clients, talking to your customer support team, and studying your competitors.

2. The product

How are you selling the product? How is it made? How is it different from competitors? What value does it create for buyers? What are its strengths and weaknesses? You should know answers to all these questions because it’ll be rather difficult to sell a product or service without them.

3. The niche

Each business has its specifics. It can be something more familiar to each of us (for example, retail, like Amazon) or something non-standard from B2B (business to business) sphere (for example, content marketing services). Study sites from given examples to see the difference between niches.

Link Building for SEO: Which Strategies Work in 2020 (and Which Don’t)

My Post (25)If you want to rank a website on Google in 2020, you can’t ignore the importance of link building and the need to put together a solid strategy that will help you earn high-quality links. In fact, links remain one of the top three most important ranking factors out there.

That said, whether you are a total SEO beginner and are learning how to build links for the first time or have been doing it for years and just want to find new tactics that still work, there are literally dozens of approaches you can take.

In this guide, you will learn how to build links with strategies and tactics that are still effective and that will help you to earn those top-ranking positions, as well as knowing those that will see you wasting time and resources and that could potentially have a negative impact on your organic visibility.

We will share quick win tactics alongside those that need a little more time and planning, but that can truly help you to get those ‘can’t buy’ links.

If you want to learn how to build better links than your competitors, then read on…

What is Link Building?

Link building is a key part of any successful SEO strategy that involves getting other websites to link to yours — a simple hyperlink from one site to another. It is also agreed by many that it is one of the hardest parts of ranking a website, whilst one of the most rewarding when you get it right.

Not familiar with how links work?

When website A links to website B, it s a strong hint to Google’s algorithm that it deserves to rank higher for relevant keywords, and you might hear these referred to as inbound links, backlinks, external links, or, quite simply, just links.

You can think of links from other websites like votes.

The more high quality links that point to your website (and form part of your backlink profile), the higher you should rank on Google, and, therefore, the higher level of organic traffic you should receive.

However, links aren’t all created equal, and some can even cause your website to decrease in visibility, something that we will cover shortly.

There are many different tactics that you can use to build links, some easier to execute than others, and knowing where to get started can sometimes be difficult, especially when you are aware that some can do more harm than good.

Why is Link Building Important For SEO?

Link building takes time and effort. There is no hiding from that fact.

It is also hard to get right, meaning that those who can successfully execute tactics to build better links than their competitors typically see significant growth in organic traffic and revenue.

And that is why you need to understand why links are so important and should account for a considerable portion of your SEO campaigns’ resources.

We delved deep into the importance of link building for SEO in our guide to backlinks, which you should check out for a detailed introduction to the what and the why behind this key pillar of any successful campaign.

However, the main reasons why you need to make sure you are placing a strong focus on link building as an SEO are:

  • You will rank higher on Google and other search engines.
  • Google will find new pages on your site faster.
  • You’ll enjoy increased credibility and trustworthiness as a business.
  • You could benefit from targeted referral traffic.

You can’t ignore link building, and you need to make sure you are rolling out tactics that give you a competitive advantage, something that we will show you how to do in this guide.

What Are the Key Elements of a Successful Link Building Strategy?

There is more to link building than it may seem, and not just in terms of the complexity of those tactics that deliver the best results and impact.

When planning a link building strategy, you need to remember that not all links are equal and that there are key elements that drive forward success.

You shouldn’t be building links blindly.

By that, we mean that you need to know what a great link looks like for you and fully understand that the more effort you put into getting the right links, the better impact you will see.

Here are some of the key components that you need to focus on that make up a great link building strategy to help you understand what a great link profile looks like.

1. Contextual Links

Links on a page that are more likely to be clicked are typically those that hold the most value and can have the biggest impact on rankings and the way that Google measures the value of a link is with PageRank, and its ‘reasonable surfer model‘ parent indicates that different features associated with links change how this flows.
Bill Slawski explains this as:

If a link is in the main content area of a page, uses a font and color that might make it stand out, and uses text that may make it something likely that someone might click upon it, then it could pass along a fair amount of PageRank. On the other hand, if it combines features that make it less likely to be clicked upon, such as being in the footer of a page, in the same color text as the rest of the text on that page, and the same font type, and uses anchor text that doesn’t interest people, it may not pass along a lot of PageRank.

— Bill Slawski

Contextual links, those placed in the body of a web page’s content as opposed to the footer or sidebar, as an example, are typically higher quality links and are key to a successful strategy.

2. A High Percentage of ‘Followed’ Links

Not all links pass PageRank and impact a site’s rankings.

Links can have different attributes applied, with the main ones you need to know to be nofollow, sponsored, and UGC links.

Links that have a rel=”nofollow” attribute give a hint that Google should not crawl them and that they should not associate the two sites from a ranking perspective.

Rel=”sponsored” attributes indicate that a link has been paid for (and therefore should not pass PageRank).

Rel=”UGC” showcases links that come from user-generated content such as forums and comments and indicates that these links are not editorially placed and may be manipulative.

If a link is referred to as a ‘followed’ link (or sometimes, a ‘dofollow’ link – even though this is technically not the right terminology), it means that there are no attributes in place that prevent PageRank from being passed and a great link profile should contain a high percentage of these, so long as they come from quality sources.

3. Editorially Placed Links

Editorially placed links are simply those that exist because a third-party has taken the decision to add a link from their website to yours, rather than because of payment, some other incentive, or that you were the one responsible for placing it and did so to increase your rankings.

The most effective links are editorially placed, and Google themselves highlight in their guidelines that links that don’t fall under this categorization can be deemed unnatural. – Read more

Small Business Guide to Google Smart Campaigns

My Post (16)Small business owners all know they need to be found when a searcher is looking for their products and services. I have been in paid media for over 13 years and I often get asked “what is the best way to advertise my business when I have little to no knowledge and/or budget?”. Agencies typically handle medium to large companies with larger budgets to spend on paid advertising but this is not the case for small businesses.

Smaller local businesses typically do not have an agency or paid media expert on staff, this is where Google Ads Smart Campaigns come in handy.

Google Smart Campaigns were created with small business’s needs in mind. Let’s dive into what they are and we’ll later go into more detail on how to set up your first campaign to make the best out of your available resources and budget.

What Are Smart Campaigns?

Google Smart Campaigns are not new to Google advertising.They are relatively new to the Google Ads platform (formerly Google Adwords). They are built on Google Adwords Express technology and replace the Google Adwords Express platform. They’re fairly easy to set up and maintain.

Smart Campaigns are designed for small local businesses that want to run paid ads but have little to no knowledge of Google ads. These campaigns are for businesses who can’t afford to hire agencies, don’t have the time to learn the intricacies of running a successful Google Ads campaign, or can’t afford an in-house marketing team.

Smart Campaigns are a great way for small, local businesses to launch into the paid search world. They’re easy to set up, but it’s critical that you set them up properly from the beginning. Here’s how:

  1. Get Started with Smart Campaigns and Create your Account

First, you must have a Google My Business account to create these campaigns. When you create your Google Ads account, make sure you use the same email address that’s associated with your Google My Business account. These two platforms will work hand in hand to address ad creation, business location, and images, so using the same email address will simplify your experience.

It’s also critical that you have high-quality, relevant images associated with your Google My Business account because they will be used for your ads and, thus, be shown to your potential customers. We all like to see before we buy, right? Quality, appealing images are often the deciding factor in a potential customer’s choice to give you their business.

2. Create Your Smart Campaign

Once you’ve created your Google Ads Account, there are two options of goals for your Smart Campaign: sales and leads. As you can see below, I have chosen leads as my goal. At the bottom of the screenshot, there is another option that opens up and asks about what action you want: calls or visits. If you choose sales as a goal, there aren’t any other options. I have chosen calls as my action. – Read more

Google Ads Basics: A Guide to Setting Up Your First Google Ads Campaign

My Post (15)Google Ads are to online marketing what the “pizza move” is to beginner skiers—once you get the hang of the basics, you’ll start seeing results straight away (and likely be keen to learn more, more, more). But that initial learning curve can be a little daunting, especially if you’re still learning about online marketing in general, and all the tactics, tools, and strategies that come with it.

Since Google is basically synonymous with the Internet, Google Ads are worth getting friendly with. Not only will they get your business, product, or offerings in front of a lot more of the right eyeballs, they can help build good credit within the Google ecosystem to bolster your organic ranking efforts.

But you’ve gotta crawl before you can walk, so I put together a step-by-step guide to creating and setting up your first Google Ads. Full disclosure—I’m pretty new to setting up Google Ads myself, in the interest of taking a genuine, no-foolin’ beginner’s approach. I’ve also included all of the awesome resources I used in my research at the bottom of the post, so you can explore advanced strategies at your leisure. Now let’s tackle this bunny hill together.

Why Should I Use Google Ads?

Google Ads put your offers in front of a super-targeted audience that is—in many cases—actively looking for exactly what you’re offering. Beyond the pay-to-play power of advertising your business on the world’s most-used search engine, Google Ads can be your portal to building a high Quality Score that reflects on your business overall.

Quality Score is a measurement of relevance through an assessment of click-through rate, ad relevance, and landing pages experience. It’s a way for Google to calculate which advertisers are creating honest, well-targeted, and useful ads versus ones that are… not.

You know those clickbaity, keyword-dense ads that send you to a mystery website or page with a million different products? Their Quality Scores are probably in the pooper—and that sh*t has consequences, like:

  • Which ads are eligible to run
  • How eligible ads are ranked in search results
  • CPC (cost-per-click) you’ll pay as an advertiser

What Google’s really looking at is the experience you’re providing to people searching for those keywords. Your Quality Score gets better the more relevant your keywords are to your offer, the more targeted your ad messaging is, and the better your landing page matches your ad—so visitors get exactly what they’re expecting when they click through. This also translates to increased ad opportunities, higher ad rankings, lower costs-per-click, and more return on your ad spend. – Read more