Adwords has created a new column in their PPC campaign performance page. This is going to be helpful to both beginners who are trying their hand at PPC and experienced users who would like to keep track of how Google is viewing them.
It is the “Quality Score Column,” and it gives you three ratings, “Great,” “OK” and “Poor,” to help you determine way s of improving your campaign.
- Great: The keyword is very relevant and may have a high clickthrough rate (CTR), relevant ad text, and a unique, relevant landing page. The minimum cost-per-click (CPC) bid for this keyword may be low. If you'd like to lower your costs further, you can optimize this keyword's Ad Group by using more targeted ad text or improving your landing page content. Otherwise, this keyword is very relevant and effective for your ad campaign
- OK: The keyword may not be as relevant as it could be. It may have a mid-range minimum CPC bid. . While the keyword may not be very costly or extremely general, we still recommend optimization for the Ad Group. Optimization can lower your overall costs, draw more clicks to your ads, and result in a better return on your investment (ROI). To optimize, try using more targeted ad text and keywords or improving your landing page content.
- Poor: The keyword isn't very relevant to users, and as a result may have a very high minimum CPC bid. We recommend that you remove this keyword and replace it with a more specific keyword. If you'd like to keep advertising with this keyword, you can optimize instead. To do this, try lowering the minimum CPC bid, writing a more targeted, relevant ad, or improving your landing page content.
This is a great tool if you feel like PPC campaign performance can be like a crap shoot. It isn’t, you just need to remember what to focus on. I think this is a great guideline and I’m sure it will only improve over time.
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