My New Book – Make Each Click Count Using Google Shopping – Just Released

Last week, my new and second book Make Each Click Count Using Google Shopping – Revealing Profits & Strategies was released on Amazon!

One question that I was immediately asked was “do you think it is wise to release your book in the midst of a worldwide pandemic?”.

My answer was a resounding YES and there is more than one reason why that is the case.

First and foremost, especially for e-commerce companies selling products online, due to the recent shifts in overall buying habits it has never been more important for companies to optimize their online marketing.

Overall, online sales have increased in a steady upward trajectory over the last 15 years. Recently, in 2019, e-commerce sales increased to 16% of all sales an increase from 14.4% in 2018 and 13.2% in 2017 according to Internet Retailer.

Although nice steady increases, many experts predict that the COVID-19 pandemic will change the way shopping is done and specifically accelerate the percentage of shopping that will forever be done online.

In 2020, online shopping could increase to as much as 50% of all sales. As new shoppers become more accustomed to shopping online and become more adept at doing so, the percentage of online sales could increase even higher than 50% over the next few years.

If you are selling products online, you should be filled with optimism. If you are not selling products online, you should be thinking about how and where you can start.

Either way, this book provides a ton of fundamentals and strategies to help business owners become profitable selling products using Google Shopping, the largest comparison-shopping website online.

Second, as companies prepare to either resume or expand their online marketing, it is essential for business owners to know exactly how their online advertising dollars are spent.

Before our current crisis and perhaps even now many ecommerce store owners simply would hire out their outline marketing to a Search Engine Marketing (SEM) agency.

Outsourcing paid marketing is common practice as many store owners either do not have the knowledge, the time or both to setup, manage and optimize their online marketing. This is especially true with Google Shopping with all its moving pieces including creating a Merchant Center account and optimizing bids in the Google Ads interface.

However, blindly trusting a company to have your best interest in mind could be a serious mistake and may not be a wise spend of your advertising dollars.

My new book, Make Each Click Count Using Google Shopping, has been written in an easy to understand format with stories, screenshots and directions that will make it easy to understand how well your current Google Shopping campaigns are being managed even if you decide to outsource.

For those business owners, who decide to outsource their Google Shopping, it would be wise to read through this book to ensure their current advertising is producing to the best of its ability.

For business owners that are running their own Google Shopping campaigns, this book brings methods learned and strategies developed over two decades managing hundreds of thousands of dollars that can be quickly implemented into your campaigns.

Especially, in our current climate, being prudent with advertising spend is essential. This book will help business owners do just that whether outsourcing or running Google Shopping inhouse.

Am I Doing Anything For My Book Launch?

I learned a lesson from my first book 5 years ago that you need to do more than just publish a book and expect a ton of distribution.

In fact, did you know that the average book published on Amazon only sells a lifetime total of 250 copies?

This book is such a valuable resource to anyone who is selling products online that it absolutely needs to get it into as many hands as possible!

Therefore, I have substantially reduced the price of the kindle version to $1.99. Now through June 4th, buyers can purchase the kindle version at Amazon at an 89% discount.

Click Here to Purchase on Amazon

And although it makes me a little sick to the stomach offering what has been my main focus over the last 12 months of writing this book for $1.99, I must remember my ultimate goal.

My desire is to get this book into as many hands as possible who will be able to benefit and increase their profitability using Google Shopping from reading this book.

After June 4th, customers will continue to be able to purchase the book on Amazon for the standard price or they can purchase direct at www.makeeachclickcount.com where they will find a few more special offers not available on Amazon.

What Are Others Saying About The Book?

I am extremely proud of this book and feedback is proving to show that this book may be my best so far!

This book just received ‘The Official 2020 Best of Los Angeles Award’ for its content and we were greatly honored.

In addition, the reviews on Amazon have been extremely positive (see below).

For a writer, one of the most important aspects is the feedback. It helps you grow in so many ways, not only as a writer and teacher, but as a person.

I encourage all who order this book to read a few chapters and write an honest review of what they were able to take as far as strategies and lessons on improving Google Shopping.

You can read all reviews, by clicking here.

If you are looking to improve your results using Google Shopping, I encourage you to read this book and to place your order before June 4th to take advantage of the currently discounted price.

Also, if you have any questions, I also encourage you to reach out directly through this blog or email us at [email protected].

Looking for More Information on Google Advertising?

Check out the all new The Academy of Internet Marketing (www.theacademyofinternetmarketing.com), the premier online marketing destination for small to mid-sized e-commerce businesses serious about substantially growing their online sales plus exclusive access to me, author of Make Each Click Count book series.

Complete Access To The Academy of Internet Marketing For $1

If you have the dedication and are ready to take your online sales to the next level, then The Academy of Internet Marketing was created for you. It provides the tools in the form of knowledge of what works today. Join us and see what makes us special and together we will grow your business.

If you are ready to take your online advertising to the next level, I welcome you to take a trial. It only costs $1 for access.

Happy Marketing!
Andy Splichal

ABOUT THE AUTHOR

Andy Splichal is the founder of True Online Presence, author of the Make Each Click Count book series, founder of The Academy of Internet Marketing and certified online marketing strategist with twenty plus years of experience helping companies increase their online presence and profitable revenues. To find more information on Andy Splichal, visit www.trueonlinepresence.com or read The Full Story on his blog, blog.trueonlinepresence.com.

Knowing Your Priority Settings in Google Shopping

Google allows campaigns to be configured using different priority settings of low, medium or high.  By default, a campaign’s priority level is set to low; however, along with bids, priority settings, when you know how to use them, can be a powerful tool in optimizing your Google Ads campaigns.

A more advanced concept, I have found by reviewing hundreds of Google Ads accounts that the usage of the priority settings is one of the key indicators of the skill level of the person managing an account. The proper use of priority settings is one technique that separates the novice from the expert in terms of Google Ads advertising.

What are Google’s Priority Settings?

When a product ad is contained in multiple campaigns, the priority level directs Google on which campaign to pull the product ad from regardless of the bid amount .

This can be confusing so I will provide a further example, but first a quick summary of how Google Shopping determines when to display an advertiser’s product ad for a user query aka user search.

Google Shopping ads do not contain keywords. Instead, Google matches the text in an advertiser’s product title and description and best matches to keyword searches using their algorithm that strides to provide the most relevant Shopping results to a Google user.

If priority levels are the same and an advertiser has a product ad that is contained within multiple campaigns, Google will use whichever product has a higher bid to determine which product ad to display for a matching user search.  Since there are no keywords used and the titles and descriptions would be the same for a duplicate product ad, the only difference that Google has to use is what the product ad bid is set to when deciding from which campaign an advertiser would like their product ad pulled.

Again, this is only relevant when a product is listed in multiple Google Ads campaigns.

By using Priority Settings, an advertiser can override the bid hierarchy. This allows an advertiser to communicate with Google from which campaign they would like a product ad pulled when their product ad is contained within multiple campaigns.

Let me break it down further:

A product ad contained in a Google Ads campaign set at either ‘Medium’ or ‘High’ priority with a bid of only $0.01 would be served (when a user’s keyword search matches) instead of the same product contained in a different campaign with a bid of $10, if that campaign uses a ‘Low’ priority setting. This is in spite the fact that the bid on the product ad in the low priority campaign has a bid 1,000% higher that the bid in the medium or high priority campaign.

I know this is a bit confusing.

I’m going to first cover where to set the priority level and then I’ll provide an example of how I use priority levels for my private clients, which should clarify how priority levels work as well as how you can use them.

Configuring Priority Levels

Setting priority levels can be done when first creating a new campaign or the priority level can be changed on an existing campaign.

When creating a new campaign, an advertiser will first set the campaign type to Shopping and the campaign subtype to a ‘Standard’ Shopping campaign. (Note, priority levels are not applicable for Smart Shopping campaigns).

On the next page, an advertiser will name their campaign; set their bids and budgets; set targeting and set their campaign priority of either Low (default), Medium or High.

Setting Priority Levels in a New Campaign

For an existing campaign, an advertiser can change their Priority settings by simply clicking on the campaign name and selecting the ‘Settings’ link in the left-hand menu.

Changing Priority Levels for An Existing Campaign

Using Priority Settings

Now that you know what priority settings are and how to define and change them inside your Google Ads campaigns, the next logical question that you may have is when and why would an advertiser use priority settings?

I use priority settings for many of my private clients with a technique called positive keywords.

Here is how it works.

I set a product group containing many related products typically products grouped by manufacturer brand to high priority at a very low bid, say $0.01 in an initial campaign – Call it Campaign A.

Then, I create another campaign set at either medium or low priority with the same product group set and use a significantly higher bid, say $1 – Call this Campaign B.

Within the high priority Campaign with bids set at $0.01 (Campaign A), I add negative keywords for the brand terms as well as other high converting search terms.

What this does is allow Campaign A to filter out keyword searches with the use of negative keywords at a bid of $0.01. The keyword searches that direct to Campaign A are typically keywords with a low chance of converting. Thus, this strategy allows only high converting Shopping traffic based on specific keywords to be eligible to serve product ads in Campaign B which greatly increases the conversion rates, CTR and overall profitability of Campaign B.

Now Campaign A, with its bid of $0.01 will still get a small bit of traffic and some of that traffic may even convert. When a keyword term converts in Campaign A, you can view the ‘Search’ terms report located within the ‘Keywords’ link on the left menu to add this keyword as a negative keyword to Campaign A. When you add a keyword negative to Campaign A, it will allow searches to be passed through to Campaign B.

This strategy works to significantly improve the conversion rates and the CTR, which also will increase the quality score of products ads in Campaign B. Increasing the quality score of products ads will work to benefit advertisers by helping lower their average cost-per-click regardless of bid.

A product ad with a high-quality score often may be shown in front of a competitor’s PLA ad in Google regardless of bid, thereby increasing overall profitability even further!

Last bit of advice

This is an advanced technique and if you are somewhat new to Google Ads, you may need to read through the above example more than once for the strategy to make sense.

However, I promise, that once you understand the Positive Keyword strategy and start to implement in the strategy into your own campaigns, you will immediately reap the benefits when it comes to your overall profitability – return on ad spend (ROAS) numbers.

This strategy is one of the first strategies I typically implement for new private clients in order to provide an immediate bump to profitability.

Looking for More Information on Google Advertising?

Check out the all new The Academy of Internet Marketing (www.theacademyofinternetmarketing.com) for exclusive video training, online courses, step-by-step instructions and exclusive access to me, author of Make Each Click Count, The TOP Guide To Success Using Google AdWords.

Happy Marketing!
Andy Splichal

ABOUT THE AUTHOR

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Andy Splichal is an online marketing strategist  with more than a decade and a half of experience helping companies increase their online presence and profitable revenues. Although this blog focuses on driving profitable traffic through Google AdWords, True Online Presence offers additional services for lead generation as well as other proven marketing strategies customized for each client.

My STORY & One Epic FAIL

So many times I’m asked of how I ended up founding True Online Presence.  Like any origin story it is a bit personal and there are things to be learned. Let me first say before I start the story that I would not change anything because as with everything in our past it is part of what makes us who we are today for which I am extremely grateful.

Okay, Now Story Time ….

For over 10 years (between 2003 – 2013), I had previously worked for an online ecommerce company, What She Buys, as the Director of Web & Marketing in San Gabriel, California.  In this position, I oversaw all online marketing as well as the daily website operations.

A rewarding experience, during my tenure, the company grew from a little under 1 million dollars in revenue to just over 9 million dollars in revenue.  The majority of the sales were attributed to the use of Google AdWords; although Amazon Seller Central was also added in late 2011.  As often happens, our advertising budget grew along with our sales going from around $100K per year to around $1M per year. 

A healthy growth, facilitated by the proper use of advanced techniques in Google, Yahoo (later Bing) and Amazon.  I’m proud to say that our accounts always showed profitable numbers for ROI, ROAS as well as other key performance indicators.

Also, through this time, I was on the front line gaining first-hand experience as the profitability of industry channels shift from first Google and Yahoo Search to then Google Shopping and Yahoo/Bing Shopping as well as the rise of Amazon Sponsored Ads.

In 2013, the company sold to investors that were currently running a pair of smaller ecommerce websites on the East Coast.  Shortly thereafter they made the decision to use their own marketing team and I was out the door.

Sad, right?  Well, not so much.   Have you ever gotten to the point where you feel like you have gotten into the same old routine and just really need a kick in the pants in order to change your direction?

Well, this is what has happened to me.  During the last 4 years since founding True Online Presence I have been able to help dozens of ecommerce and Professional Services through private client relationships grow their AdWords and Amazon sales while keeping profitable levels.Make Each Click Count - T.O.P. Guide To Success Using Google AdWords

In addition, I have been able to help many more companies through my book Make Each Click Count – T.O.P. Guide To Success Using Google AdWords, which was released in 2015.

Then, The Epic FAIL

So what happened to What She Buys you might ask?  Well, as the title might to suggest, it was one epic FAIL. 

The investors, which seemed like smart guys, in fact one even was a former publisher for a well-known ecommerce magazine . However, despite being ‘seemingly smart guys’  they quickly took a multi-million dollar profitable company for which they had paid millions of dollars to acquire and directed it into chaos. 

Today, they have bare minimal inventory (because they can’t pay their vendors); they have been evicted from the San Gabriel 15,000 foot warehouse (for lack of paying rent) and they have defaulted on many of their debts and are currently wrapped up in legal proceedings heading for bankruptcy.  As you can imagine, I have been following their story somewhat closely, after all after 10 years, the company was like one of my children.

So what happened?  How can two seemingly savvy ecommerce professionals have such issues and lose millions of dollars, their credit standings and their good names so quickly after purchasing a successful ecommerce company.  Even more importantly, what can we learn from these mistakes?

Well, I only worked with them for a few months after their purchase.  Did I mention they were my first client, hiring me back as a freelance consultant just a few weeks after we parted ways as an employer/employee?

Here are the mistakes, I know they made and what you need to make sure you avoid.

Mistake #1 – Not Knowing Your Advertising Channel

The majority of the sales were being driven by Google.  However, they didn’t have a full grasp of the Google platform or what it takes to be successful advertising with Google.  Google can be complicated, especially if you have not worked extensively within the interface or if you have not worked in Google recently. 

Google makes changes that can affect performance quickly (for instance, last month’s change to how Google handles advertiser’s daily budgets – read more about that here BLOG – Who Benefits From Google’s Recent Change To AdWords Budgets?). 

If you do not know your advertising channel and are trying to manage it yourself or maybe even worse you go and hire the cheapest Search Engine Marketing firm you can find, you are likely to turn profitable campaigns into non-profitable campaigns, sometimes as quickly as overnight!

Mistake #2 – Not Knowing Your Numbers

There are a number of key performance indicators that every advertiser using Google or any other marketing channel should know.  These KPI’s include your ROAS, ROI, CPA, CPC, CTR etc.  These key attributes are available for free by using Google Analytics; however, you need to know how to setup the Analytics code on your website and you need to know how to make sense of these numbers.

Do you know what these acronyms above stand for?  Hopefully you do.  If not, you should work on finding out what they are and why they are essential or at least work with a company who can explain what they mean, where to find them and why they are the lifeblood of you online advertising. 

Mistake #3 – Not Knowing What Your Team Members Know

So if you are a one-man shop, this doesn’t come into play, but even if you are a one-man shop hopefully you nailed #1 and #2.  Also, hopefully you have enough time to dedicate to properly managing your accounts?

If you are using someone else to run your advertising internally or outsourcing, does the person or company responsible for running your marketing really know what they are doing?

Unfortunately, one of the issues with hiring a large SEM company to manage your paid advertising is that they often use junior marketers many times just out of college with minimal experience, training them as they go.  When they get experience they then leave, taking a job in-house for a larger company or just changing careers.  Like I said it is a vicious cycle.

One of the issues with using internal personnel is that many times they do not have enough time to properly focus on the marketing.  Especially true for small to mid-size businesses such as What She Buys where employees often ‘wear many different hats’.

Also, an often seen trap especially if you have an in-house team, is do they know what they are doing?  Where we they trained? Are they spending enough time on the account optimizing?  Could it be done better?

As a rule of thumb, you should have your AdWords audited periodically at least every 18 months.

So the takeaways from my story – There are mistakes that can be easily made by even ‘savvy’ online marketers, but the good news is there is a good chance your competitors may be making them.  There is plenty of room to profit in ecommerce using online advertising and there is no reason to think that this opportunity will not continue to grow.

So what you need to ask the mirror is ‘am I putting myself in the best position to make sure I am as profitable as possible’?

If the answer is no, take a look at my special offer below or read some of my more detailed blog posts and discover how I can help you get to where you want to be with your online advertising.

Happy Marketing!

Andy Splichal

SPECIAL OFFER:

For blog readers only, I’m currently offering a copy of my book, Make Each Click Count – T.O.P. Guide To Success Using Google Marketing for just $5 with free shipping.  In addition, for a limited time, I am including a complimentary marketing strategy session ($149 value), where I will join you on a screen share/phone call reviewing your AdWords account and answering any questions that you may have on how to make your Google Campaigns more profitable.

>> CLICK HERE TO TAKE ADVANTAGE OF THIS EXCLUSIVE OFFER >>


ABOUT THE AUTHOR:

Andy Splichal is an online marketing strategist  with more than a decade and a half of experience helping companies increase their online presence and profitable revenues.  Although this blog focuses on driving profitable traffic through Google AdWords, True Online Presence offers additional services for lead generation as well as other proven marketing strategies customized for each client.

 

3 Ways To Move The Needle In Your Google Shopping Campaigns

Last week, I conducted a webinar titled “3 Mistakes Most Businesses Make With Google Shopping That Could Be Costing You Thousands” and temporarily posted the video replay here on my blog. 

Although, the webinar recording is no longer available on my blog as I prepare a new members only area where this webinar recording and many others will be stored (more information coming soon), I wanted to share one of the most important pieces of what last week’s webinar contained.Make Each Click Count

A question, I often receive from advertisers utilizing Google Shopping is how exactly does Google determine which products to show from their database of products?  Although a good question, probably a better question for advertisers to ask is how can an advertiser determine which of their products display for different user searches?.

To understand the answers to both of these questions it is important to understand how Google Shopping works. 

Basically, it looks like this:

Starts with a ‘User Query’

Google matches eligible products in the Google Shopping database using

Keywords – Taken from the title &

descriptions

Then, Google conducts a

Real-Time Auction

and shows the user

Up to 16 products which can be from the

same or from typically different

advertisers

If you are lost, don’t worry as we are getting into some more complicated facets of Google advertising.  If you are indeed lost, now would be a good time to read my previous blog post – There Can Be No Google Shopping Without A Google Merchant Center Account.

For those, of you continuing with this blog post, it is important to realize in the above algorithm the phrase ‘Google matches eligible products in the Google Shopping database’.  This is the key to how advertisers can determine which of their products display for different user searches and is truly the key to success when optimizing your Google Shopping campaigns.

Moving The Need With Google Shopping

So now that we understand how advertisers can take control of their Google Shopping listings, we can delve into detail about the three ways to move the needle when it comes to Google Shopping.

# 1 Way To Move The Needle – Segmenting & Bidding

One of the biggest mistakes I encounter when assessing a potential client’s Shopping campaigns is the lack of segmentation.  Another huge mistake I commonly encounter is advertisers using the same bids across all campaigns or even worse only having a single campaign.

Typically, with Shopping campaigns the 20/80 rule applies in that 20% of the products in a merchant’s offerings sell well; while 80% of the products do not sell well.  When an advertiser uses the same or similar bids across all products, they are in essence wasting budget on the 80% that does not sell well which could be used to allocate to higher bids for the 20% that sells very well. Make sense?

By adjusting bids based on historical conversions, advertisers can quickly move the needle when it comes to sales being generated through Google Shopping.

# 2 Limiting Unwanted SearchesMake Each Click Count

By using the Google ‘Search terms’ report, advertisers can easily determine which user search phrases are generating traffic and conversions or in some cases lack of conversions.  Once a campaign is properly segmented, an advertiser can also determine which user search terms are driving traffic to which items in their product feed.

Savvy Google Shopping advertisers will harness the power of negative keywords at both the Ad Group and the Campaign level to limit user searches that are either irrelevant or historically do not convert.

By limiting unwanted searches through the strategic and proper use of negative keywords, advertisers can quickly move the needle when it comes to cost incurred from poorly performing search terms.

# 3 Tidy Up The House

Often times, after an advertiser initially completes their first upload to their newly created Google Merchant Center account, they rarely revisit it.  Since all of the bidding, segmenting, etc, is done within the Google AdWords interface, they simply think there is no reason to constantly monitor their Merchant Center account.

Wrong!

Google periodically changes the rules when it comes to data feeds requirements and when those rule changes involve changes to required fields it could mean products being disapproved and no longer eligible to appear within Google Shopping results.

By keeping up with their Google Shopping feed and fixing all errors as the occur (errors are bound to happen) a merchant can move the needle when it comes to Google Shopping results.

SummaryMake Each Click Count

Until October 2012, Google Shopping was a free service.  At that time, many advertisers just wanted to get all of their products eligible to list and didn’t really care if they received traffic that didn’t convert because, hey the traffic was free.

My how times have changed!  Run properly, Google Shopping is as time consuming and as involved as Google Search.  However, it also has the potential to deliver a much healthier ROI than Google Search. 

By the nature of Shopping ads, showing the product image, title and price there is less potential for confusion once a visitor reaches your website.  In addition, with the removal last year of right side text ads (if you don’t know what I’m referring to read my blog post – What Google’s Removing Right Side Text Ads Means For Advertisers), Google continues to place prominence on Google Shopping ads.

These Google changes have provided a huge opportunity for advertisers who understand how Google Shopping works and successfully implement strategies that generate highly targeted traffic!

Still need help or looking for someone to bounce ideas off?  I am currently offering free marketing discovery sessions to those interested. Call True Online Presence at 1-888-456-6943 or schedule online.

Good Luck & Happy Marketing!

ABOUT THE AUTHOR:

Andy Splichal is an online marketing strategist  with more than a decade and a half of experience helping companies increase their online presence and profitable revenues.  Although this blog focuses on driving profitable traffic through Google AdWords, True Online Presence offers additional services for lead generation as well as other proven marketing strategies customized for each client.

Why Google Advertisers Need To Know Their Quality Score

When using Google AdWords, advertisers create a set of keywords for which they want to have an ad displayed, determine the maximum they are willing to pay if someone is taken to their website for those keywords and then create ads to show for these keywords.  Within the ad copy, advertisers determine which page on their website that the user will be taken once the user clicks on their ad. 

Keyword quality score is a highly relevant factor in establishing successful Google marketing campaigns for both eCommerce as well as Professional Services advertisers. There are two important factors in determining quality score: ad quality and page relevance.

Let’s cover the basics first and then look at how Google determines and finally how an advertiser can improve their quality score.

What is Google’s Quality Score – Every time a search is done on Google, Google runs a real-time auction to determine in what order paid ads are listed.  The real-time auction takes into account two things in determining Ad Rank (what position ads are shown): how much an advertiser is willing to pay if their ad is clicked and the quality score of the keyword being auctioned. Quality score is determined by how often an ad is clicked on (click through rate) along with how long the user spends on the website they are taken and if the user hits the back button immediately (referred to as a bounce). If a user bounces, Google calculates that the user was not interested in the page they were taken and assigns a low quality score for that search to that particular keyword.  If this happens on a ratio that Google deems lower than average, the keyword is defined as having a determined low quality score.

Why Does Google Assign A Quality Score? Google wants those searching their results to find what they are looking for easily.  This keeps people using Google to perform searches instead of using a competing search engine. Therefore, it is in Google’s best interest to provide users with the most relevant results in order that they keep their users using Google to perform Internet searches.

What happens if advertisers have keywords with low quality scores?  If an advertiser has a keyword with a low quality score, three things are likely to happen.  1). Ads will be displayed lower on the page than competing advertisers with a higher quality score that are willing to bid the same amount for the same keyword. 2). Google will charge more per click to serve ads for keywords with low quality score (although an advertiser can NEVER be charged more than the maximum bid they have allowed).  3). Keywords will receive the message that ‘ads are rarely being shown due to low quality score’.  This generally happens when a keyword is assigned a quality score of either 1 or 2.

Review-and-Ratings-SystemHow can advertisers determine the quality score for keywords.  In order to determine the quality score for keywords open the Google AdWords dashboard and go to the keywords tab and click on columns and then select customize columns. Under attributes is listed Qual. Score (short for quality score of course).  Simply add Qual. Score and hit apply.  Now, when viewing keywords advertisers will see a column for quality score rated from 1 to 10 with 10 being the best. The lower the quality score for a keyword the more expensive, less often and lower placed the advertiser’s ads will appear.

Improving quality score through ad copy – A low quality score may indeed be due to a poorly written ad.  For advertisers looking to improve quality score, make sure that ads contain popular keywords from the ad group for which they are being served.  This technique is known as tying creative to keywords and if done well will increase the likelihood of users clicking on an ad thus improving click through rate (CTR). 

Help ads stand out with the use of offers and creative copy. This can be challenging with just four lines of text to work with so it is important to always be testing and optimizing ads. Include a call to action, this is a chance for the ad to convince potential customers to select your ad as well as letting potential customers know what to expect when they visit an advertiser’s website.

A third technique that can help increase quality score by strengthening an ad is adding Google ad extensions.  Google offer a number of ad extensions which includes: call extensions, location extensions, review extensions, seller rating extensions, dynamic sitelink extensions and app extensions. Each of these extensions have their place and their success depends on the business using, but they all have one thing in common: they take up more real estate on the page (when displayed) making an ad more prominent thus increasing the likelihood of clicks and leading to increased click through rates.

Improving quality score through landing pages – Two words: Be Relevant.  Make sure the page a potential customer is brought to when clicking on an ad matches their search.  Advertisers often make the mistake of dropping potential customers onto pages which are much too broad (including the home page) rather than creating a landing page geared toward a user’s search.

Having landing pages closely related to a user’s search will not only increase an advertiser’s quality score on their Google ad campaign, but it will also work wonders in increasing conversion rates. It is a cardinal sin to make potential customers search a website once they have arrived from Google in order find what they were initially searching for on Google and customers simply won’t do it.  What customers will do is hit the back button and click on a competitor’s ad that the user hopes will be more relevant.  Customers bouncing back to Google hurt an advertiser’s quality score and costs advertiser’s money for the visitor they received who took no action other than to leave. It takes time to create relevant landing pages, but it is an effort worth the trouble ten-fold in order to improve both conversion rate and quality score.

Strategy for monitoring quality score – It is recommended for advertisers to keep a close eye on their quality scores.  A keyword with a low quality score could have the ability to negatively affect an entire ad group making it more expensive for keywords with an average to high quality score. Low quality score keywords do this by lowering click through rates for ads being served to other keywords within the same ad group.

If an advertiser has a keyword with a low quality score, it is recommended to either pause the keyword or pull the keyword into its own ad group and work on making either the ad copy, landing page or both more relevant to that keyword(s).

Quality score is often overlooked in importance in favor of bid, but remember Google uses a combination of both to determine Ad Rank. Therefore, it is critical to monitor keyword quality score as low quality scores are red flags that are not only costing advertiser’s budget, but affecting the overall quality health of the campaign.

Still need help or looking for someone to bounce ideas off?  I am currently offering free marketing strategy sessions to those interested. Contact True Online Presence at 1-888-456-6943 to schedule.

Happy Marketing!

ABOUT THE AUTHOR:

Andy Splichal is an online marketing strategist  with more than a decade and a half of experience helping companies increase their online presence and profitable revenues.  Although this blog focuses on driving profitable traffic through Google AdWords, True Online Presence offers additional services for lead generation as well as other proven marketing strategies customized for each client.