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03.04.10 How To Improve Your AdWord Quality Score  By
Dave Davis Do you need to improve your AdWords Quality Score? Do you want to understand what Google wants from you as an advertiser in exchange for a decent Quality Score and lower click prices? Today I will teach you the ins and outs of the algorithm and show you how you can tweak your account and site to influence each Quality Score factor. I am constantly surprised at how little advertisers really understand Quality Scores. If you put in a little effort, you can reap some very tangible benefits and come out leaps and bounds ahead of your competition. SECTION 1: QUALITY SCORE BASICS While Quality Score is relatively simple to grasp as a concept, it's a little more complicated in practice. Stasia, an AdWords Seminar leader, gives you a nice introduction to the basic concept of Quality Score in this video. The Opportunity. Back in the good old days, AdWords was based on a pure auction-based model. If you bid more than another advertiser on a keyword, your ad would appear higher and ultimately get more clicks (and hopefully sales). Back in 2005 when Google introduced the Quality Score, it changed everything. No longer could search results be flooded with irrelevant ads of those with massive budgets. Many advertisers were very upset, but a unique opportunity arose for those with smaller budgets and the inclination to put in a little hard work - perhaps people like you. With the refinement of the Quality Score algorithm and the great scam / affiliate flush of late 2009, there has never been a better opportunity for those advertisers with a quality product or service and a little time to try to understand Quality Score to really reap the rewards. Are you ready to learn more about Quality Score? Let's get started.
Why Quality Score Is Important. Quality Score is extremely important because it can make or break your campaign (and in some cases, your business). Quality Score determines how much you pay for your advertising on Google and how much exposure you get. You wouldn't place a TV or magazine ad without knowing how much you have to pay or how much exposure you would get, would you? Brian Carter, a humorous motivational speaker and the Director of Search for Online Marketing Agency Fuel Interactive shares some interesting client information over on Search Engine Journal on the inverse relationship between Quality Score and cost per click (CPC). I have reformatted the data below:  As you can see, the higher your Quality Score, the lower the price you pay per click. Also, as you will see below, the higher your Quality Score the more exposure you will get as AdWords uses Quality Score to determine what Ads are placed in the coveted 1-3 search results above the organic and local search results.  Continue reading this article. About the Author: Bill Hartzer manages the Search Engine Marketing and Social Media Marketing team at Vizion Interactive, a leading search engine marketing, social media marketing, and web design firm based in the Dallas, Texas area. Hartzer recently joined Vizion Interactive, where his vast experience in the both search engine marketing and social media marketing bolster's Vizion Interactive's already robust search engine marketing and social media marketing offerings. |
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