By Marc Purtell | Director, SEO
Editor’s note: This is the fifth post in a 13-part series on the newest search marketing strategies that will enhance your brand’s search strategy. All 10 search strategies, including 3 bonus search strategies, can be downloaded in our new report, “10 New Ideas for Enhancing Your Brand’s Search Strategy “. Download here.
Search is in a constant state of evolution. But that doesn’t mean the evolution is green. For search marketers on the paid (PPC) side of the spectrum, campaign spending can still be costly and satisfactory returns are often hard to quantify. But does it have to be so difficult? Not necessarily.
To get the most from your search campaign spending make sure you consider the benefits of calculating Quality Score. Quality Score measures relevance. It helps customers find sites relevant to their search and it enables advertisers to benefit from creating relevant ads.
Click-through rates (CTRs), as well as ad text and landing page relevancy, are key factors in calculating Quality Score. By generating a high-scoring ad (10 being the cream of the crop) you are essentially telling Google that your website is a relevancy star. How does relevancy stardom translate into lower paid search costs? Let’s briefly analyze the three key factors in determining Quality Score.
CTRs are the main ingredient in calculating your brand’s Quality Score. If people are clicking on your ad, they are confirming its overall relevancy. The more CTRs produced, the more revenue generated. Therefore, a high Quality Score will keep you from wasting critical PPC spend on ads that aren’t converting. As for ad text and landing page relevancy, these are controllable metrics. By testing and retesting ads and landing pages, you can make improvements to your Quality Score by focusing on areas like:
- Keyword performance
- Content relevance
- Page load performance
There is a reason Quality Score is such a trusted paid search metric. Quality Score drives better, more efficient results. Of course, there are other metrics to consider based on your campaign goals. But it’s in your best interest not to count Quality Score out.
Be sure to check back tomorrow when our expert, Marc Purtell, discusses
Want more insight like this? Download our new report, “10 New Ideas For Enhancing Your Brand’s Search Strategy” today.