I’ve been building AdSense sites for years now, but have never done much from the other side, in other words participating in the AdWords programme as an advertiser. But I’ve been getting into this over the last few days to promote a product on a client site.
As pretty much of a noob at this side of things, it appears to me to all hinge on the so-called Quality Score, which is basically a measure of the relevance of your landing page to the keyword you’re targeting. The higher your score for the keyword, the less you’re liable to pay for a good ad placement and subsequent click than an equivalent ad with a lower score. This is obviously desirable as your advertising budget then stretches further and you end up achieving a higher return on investment.
The obvious question, then, is how to increase your quality score. Seems it’s doing the same kind of stuff that makes you successful in organic search: choosing good keywords, paying attention to on-page and off-page optimisation, and even targetting your ads very specifically at the keyword you’re bidding for.
For example, say the target keyword is Bible stories for children, you should:
- use the keyword in the page, if possible in the title, meta description, heading tags, page body, alt tags, etc
- get some links pointing to the page with the keyword as anchor text, and
- use the keyword within the AdWords ad itself
I’m sure there are other finer points / black arts to be considered, but these appear to be the most obvious factors for now. Feel free to comment below if you think I’ve overlooked anything.