Hey, Jay here,
In this blog we are going to cover off how to create ads on Google Adwords with a high quality score (7/10+).
Your Quality Score is made up of ad relevancy (does your ad relate to what the searcher is actually searching for?), ad quality and keyword selection (does the headline match your ad's subtext and your landing page text?), your website quality (is it good content and does it match the searcher's needs?), landing page loading time and historical click through rate (is it high - 2%+ by keyword), etc.
Ad relevancy, ad quality & keyword selection
Ad relevancy begins with the creation of ad copy that is strictly relevant to each targeted keyword. That may mean creating two or more ads for only one to ten keywords for example.
Let's start with the heading text of your ad (The first line - in bold and underlined). It must be relevant to the subtext of your ad (the second and third line of your ad) with the main keyword used in both heading and subtext, if possible. It must also be relevant to the keywords you have selected so that your advert is highly targeted.
Let's take a look at some examples.
As you know, I have a coaching business and offer life coaching services (among other services such as executive coaching, sales coaching, Adwords Coaching etc.) and I advertise each of these services on Google separately.
To identify some of the main keywords for the Life Coaching market (that rate well in Google) simply use Google's keyword tool and either use a key term (Life Coaching) or enter a website URL that rates well and see what terms come up. You want to choose terms that rate well (have high search rates) and have little competition. Here are some examples:
a life coach
certified life coach
executive life coach
executive life coaching
find a life coach
life coach
life coach sydney
life coach brisbane
life coach gold coast
life coaches
life coaching
life coaching services
nlp life coaching
professional life coach
professional life coaches
You might start with these keywords (you could also start with more targeted keyword strings like life coaching sydney but more on targeted keywords later).
You would then design a couple of ads like:
Life Coaching Services
Our qualified Life Coaches can
help U fast-track your goals today
www.TheCoachingRoom.com.au
or
Life Coaching Services
Our Life Coaches have Int' Meta-
Coaching qualifications (ACMC)
www.TheCoachingRoom.com.au
You will notice that "Life Coach" appears in the headline and the subtext of each ad - this is to drive relevancy into the ad. You will also notice that the URL is www.TheCoachingRoom.com.au (my website) also has the word Coaching in it. This will all add up to a higher Quality Score for my ad campaign. But there is more work to be done.
Website quality
To get and maintain a high QS, my landing page (www.TheCoachingRoom.com.au) must be optimised for the above keywords. That is, I MUST feature these keywords in my text and in my meta data. We will cover off more website optimisation tips in part three.
Your advert must accurately depict and represent your landing page content. If you want your searcher to buy, say so in the ad. If you want your searcher to "opt-in" to a newsletter, say so in the ad. If you want them to download a whitepaper (we'll talk about this in-depth in future blogs), then say so in your ad.
e.g.
Life Coaching Services
The 7 key benefits of Life
Coaching. Download it now!
www.TheCoachingRoom.com.au
Also don't say the word "free" unless it really is free. Don't say "free whitepaper" in your ad and then put the whitepaper behind an opt-in form. Google will score you down for this because they don't consider that to be free! In Google's eyes, free means FREE!
My advice is to stay way from the word "free" altogether. It attracts searchers looking for "something for nothing". As a small business owner, you want qualified, paying customers, who value quality.
Landing Page Loading Time
Another key issue that affects your QS is how long your landing page takes to load. If you select a cheap server company or your landing page uses a lot of flash and takes a while to load, Google will mark you down BIG TIME and this will result in much lower ad positions, forcing you to bid higher and therefore spend a lot more money. Remember that Google is always got one eye on the searcher (who likes a page to load quickly) and one eye on the advertiser (to ensure that ads are relevant and of high quality) to maximise paid clicks and therefore revenue for Google!
Click Through Rate (CTR)
Your click through rate is a big determiner of your QS. Your click through rate is also historical which means you have to get your click through rate up - quickly - to save you BIG BUCKS in the medium to long term. Frank Rumbauskas calls this spending money to save money, and he is right on the money!
To get your CTR up quickly, you can use a simple Google tool called keyword macros. This is the best kept secret in Google's Adwords program - and not many advertisers know it exists, so now that you do, you have a competitive advantage!
It turns a static headline such as Life Coaching Services into a dynamic headline that mirrors what the searcher pumps into Google exactly (for phrases longer than 25 characters - including spaces).
To activate keyword macros simply add the "{" brackets and type the word "KeyWord" with capital K and capital W and a colon after it (i'll explain why in a moment).
So my ad headline will look like this in Google's ad creator {KeyWord: Life Coaching Services}
The reason you have to put in a headline is in case the searcher pumps in a phrase of less than 25 characters (in which case the static headline "Life Coaching Services" will show). If it is greater than 25 characters, the user’s search phrase will appear in the headline exactly as it was typed. The words "Life Coaching services" will be replaced with the searcher's phrase.
So if you pumped in "Life Coaching in Sydney" into Google - that's the headline that would appear on my advert. This, as you could imagine, will increase your CTR dramatically because it is so exactly RELEVANT to what the searcher is searching for!
In part 3 we will look at how to write great ad copy that's attractive and functional, How to set up very targeted keyword campaigns, and we will look at lead qualification and conversion strategies such as opt-in forms and whitepaper downloads.
Until then, I hope this helps!
Jay
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