It’s an undeniable fact that the internet is saturated with information. To an end-user, this can be a good thing, as this can result to being provided with a whole host of options to choose from. But to anyone in the business of producing content will know, an oversaturated market means that there is going to be tough competition in terms of getting noticed by a user.
Pay-Per-Click marketing is an approach in which advertisers or businesses pay a specific amount each time an ad of theirs is clicked on. A more popular form of PPC is by advertising on search engines. Google is currently one of the first options that many businesses turn to when creating PPC marketing campaigns.
There are many reasons why Google is a primary choice for most advertisers. Google is one of the largest, if not the most popular search engine. Google’s search algorithm is also notable for its ability to provide useful and relevant content.
Because it understands the importance of relevant content, Google uses an auction system to determine which ads get posted on its page. An advertiser’s Ad Rank is determined by two metrics--CPC (Cost-Per-Click) Bid and Quality Score. This system allows advertisers to reach their target audience regardless of their advertising budget.
Having a good Quality Score can actually result in two things: better ad rankings, and a lower CPC. This is because Google rewards ads that are relevant to the keywords that are being bid on, especially since it can improve the user’s experience with the search engine.
Pay-Per-Click campaigns are best done by those who are well-versed with the approach; if you have a PPC campaign in need of Quality Score improvement, you may want to resell PPC management to a business that can focus on these key areas:
Keyword research - Improving the Quality Score of a PPC ad is all about making sure that the ad targets the right audience by bidding on the right keywords. This can be done by consistently conducting target market research and identifying long tail keywords that are relevant to that target market.
Optimizing landing pages - When customers click through to your link, they expect a landing page that is user-friendly and can provide all the necessary information they need to get what they want without needing a user manual. This results in a better cost per conversion rate, indicating that your landing page is relevant to a user’s experience.
Adding negative keywords - While there are keywords you may want your account to bid on, leaving it unfiltered can reduce the Quality Score of your PPC ad. This is because it may end up appearing on irrelevant search results. Including negative keywords in your PPC ad reduces the cost of your campaign while improving its Quality Score.
Refining ad copy - The text on an ad is the first thing that users will see when it gets posted by Google on a relevant keyword. Having ad copy that is better written to speak to your target audience will improve your Quality Score.
