Whether you’re selling goods, services, or looking to build brand awareness, relevance is a big factor in how successful your ad campaigns are. The more specific you can be on your landing pages, the higher your quality score will be. The result of which is a higher ad position for what you spend.

A user, we’ll call her Tammy, is looking for a quality cooking utensil set to see her though the next 25-40 years of her life. She prefers a set instead of individual elements since she’s really into having matching items in her kitchen. She’s leaning towards stainless, but is open to a really nice looking set of hardwood or silicone.

Here’s Tammy’s query on Google:

Theses are the ad results that are served:

Tammy picks the top ad. This is what she sees:

And pages and pages more of different types and styles of kitchen utensils. She has a lot to choose from and each of the elements on the pages are relevant to what she queried. Let’s see what happens when we choose an ad with a side, or lower ad position. We’ll use Tammy’s same query.

The third ad position garnered these results:

This is definitely not what Tammy was looking for.

I have a client who provides a service. He does installs and repairs for both residential and commercial consumers. He had a simple four page website with many of his different services listed on the same page. His ads that were for, say, iron gates would land on a page with the other irrelevant products. This affected the quality score of the ad. Our recommendation was to make different landing pages for each of the separate products and services and point the ads to the new pages.

Let’s get relevant! Contact Jen at jennifer@oomphmedia.com to get more info on making your ads match what consumers search.

^^^ This guy knows what he’s talking about.^^^

One of the first things that you learn when studying AdWords is that increasing the quality of your keywords is a free way to get a cheaper, better ad position in search results. There are three key factors that determine your quality score:

1. Click Through Rate (CTR)- How often a person who sees your ad and then clicks on it. Example: Your ad is shown 1,000 times and 10 people click on it. Your CTR is 1%. The higher your CTR, the higher your quality score will be.

2. Ad Relevancy- How relevant your keywords are to your ad. Keywords are the point of entry to a searcher. If you sell all kinds of bells (cowbells, dinner bells, etc.) and a user is searching for bell-bottom jeans and your ad comes up, something has gone wrong at the keyword level. The more closely related your keywords are to your ad, the higher your quality score.

3. Landing page quality- Does your ad for dress shoes link to a landing page full of hiking boots? If so, either your landing page or your ad needs work. If you sell all kinds of shoes, make different landing pages for each and create specific ads for those pages. The more closely related your ad and landing page is, the higher your quality score.

How do you find your quality score?

You can check your Quality Score by running a keyword diagnosis or by enabling the Qual. score column.

First, to run a keyword diagnosis:

1. Click the Campaigns tab at the top.
2. Select the Keywords tab.
3. Click the white speech bubble next to any keyword’s status to see details about that keyword’s Quality Score.

I prefer to enable the Qual. score column as I can monitor all the scores at a glance. To do this:

1. Click the Campaigns tab at the top.
2. Select the Keywords tab.
3. Look for the Qual. score column in the statistics table. If you don’t see this column in your table, you can add this column by doing the following:
   • Click the Columns drop-down menu in the toolbar above the statistics table.
   • Select Customize columns.
   • Select Attributes.
   • Click Add next to Qual. score.
   • Click Save.

In theory, you can have  a middling max CPC bid and still achieve a high ad position if you have an outstanding quality score.

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