Pay Per Click July 20th, 2011
When you begin a pay per click advertising campaign you should start by asking yourself one very important question: which page should I drive people to? You could direct people to your company’s website or better yet to a landing page that’s highly targeted for the keywords you’ve bid on. You may even find the need to develop multiple landing pages because you have keywords that are targeted to a variety of services e.g. for a dentist: children’s dentistry and porcelain veneers. Sure you could send people to a page that talks about both, read more about why that’s a bad idea…
Only Google knows exactly how Quality Score is determined, but here are some probable factors:
Having users click on AdWords ads is Google’s #1 priority, because if people begin to lose trust in the ads i.e. finding that ads are irrelevant, it’s a big threat to the whole system (and its lifeblood). On the other hand if your ad is highly relevant it’s useful to users, it may even pick up a few +1’s further adding to the landing page’s performance and its relevancy. It’s also important to note that the more +1’s an ad gets, the higher the potential click through rate becomes and along with it, an increased Quality Score!
A high Quality Score will result in a lower CPC (Cost Per Click) as well as a lower bid price (because the ad, page and keywords are all relevant). So, with that here are some ways to increase your Quality Score:
Creating and optimizing pay per click landing pages may seem like an added time and financial investment, but the returns can be very impactful – especially if the quality score of your competitors is low. Although you may garner some PPC traffic without an optimized landing page, you’re still putting yourself at a disadvantage; not only in terms of ad positioning, but also in terms of your budget! If you’d like to speak one-on-one about how TechWyse can help you develop PPC landing pages and manage pay per click campaigns give us a call at 1.888.808.0015