Sunday, September 11, 2016

Keyword matching and Quality score - AdWords tricks and tips

When creating an AdWords campaign your keyword can have several “match types”. Each of them has its own use that you can use to improve performance of your campaign and increase conversion rates.

Types of Keyword Matching

Broad Match – This is the default matching type. With this match type, your keyword will also match synonyms, and a query with the words no matter what order they’re in or even if some of the words is not included.
Broad matching is usually too expansive and is mostly used by beginners. If you want to have more control over your campaign and it’s performance you should consider some of the other matching types.

+ Modified Broad Match – This type is very similar to broad matching keywords, but you also add the “+” sign in front of each word. This way, the search engine will show your ad only if the word marked with a “+” is included. Modified broad match is, for some reason, not used that often – probably due to the fact that SEM experts aren’t aware that it exists. It is usually presented on Google sponsored trainings and events. Basically, it’s better to use this match type instead of Broad Match.

“ ” Phrase Match – You would use this type if the order of keywords is important to your purpose. This type also enables your ad to show when people add words before or after your phrase. So the essence here is that everything in between quotation marks needs to be matched in the query, but there can be words before and after the matching phrase.

[ ] Exact Match – This type of keyword matching should be used when you wish to have your ad shown only when the searched query is 100% the same and has the exact order that you have specified between the two brackets [ ]. And that the ad will not be shown if the person searching has added some word or phrase before or after. This is the most restrictive type of keyword matching which allows you to have narrow targeting in your campaigns.

- Negative Keywords - You can think of this as a reverse keyword match. Negative keywords give you more control, and by using them you’re making sure that you are not spending money on irrelevant queries. Negative keyword matches are a game changer in some Google AdWords Campaigns. When you determine that you are losing money on wasted clicks that were caused by some irrelevant queries, you should immediately add those queries as negative keywords. 

Keyword Quality Score

This is a variable used by search engines that influences the rank and cost-per-click of your ad. It rates the quality and relevance of both your keywords and your ads in general.

The factors that influence quality score are:

  • Click-through-rate
  • Relevance of each keyword to its ad group
  • Landing page quality and relevance
  • Relevance of your ad text
  • Historical AdWords accounting performance

You are probably wondering: “how do I raise quality score of my keywords?”
Well, you’ll have to work consistently on your account in order to increase your quality score and boost your ratings. There are several key areas you need to focus your attention on:

Keyword Research – always keep searching for new and relevant keywords that you can add to your campaigns, with a special emphasis on long tail keywords which are a great opportunity to boost your overall traffic.

Keyword Organization – Separate your keywords into narrow, organized groups that can be tied to individual ad campaigns more efficiently.

Refining Ad Text – One of the best ways to improve quality score is getting higher click-through rate. Therefore, it’s a good idea to test out ad text and figure out which versions is performing better.

Optimizing Landing Pages – Make sure that your pages connect directly with your ad groups and provide relevant information and a cohesive experience for your visitors.

Quality Score is a measure of relevance, and improving it is a matter of dividing your search ad campaigns into small, tightly knit groups of keywords. There is no quick fix, as we said earlier, but as long as you pay attention to relevance and take care of key areas we mentioned here, your quality score should keep improving and your conversion rates increasing.

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Conversion Rate

Conversion Rate
- The number of sales of a product compared to the number of people who visit a website to look at that product, or to the number of phone calls or sales visits that are made. (Cambridge dictionary)

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