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TANUJA T. TALEKAR
WHAT IS QUALITY SCORE?
Quality Score is Google's rating of the quality and
relevance of both your keywords and PPC ads. It is
used to determine your cost per click(CPC) and
multiplied by your maximum bid to determine
your ad rank in the ad auction process.
No one outside of Google knows exactly how
much each factor “weighs” in the Quality Score
algorithm, but we do know that click-through rate
is the most important component. When more
people who see your ad click it, that’s a strong
indication to Google that your ads are relevant
and helpful to users. Accordingly, Google rewards
The higher you bid on relevant keywords google will acknowledge you based on
the cpc’s and reward in terms of discount and place you on top in search results
Remember that google gives score to your ads out of
10 depending on the quality of your ad.
If you find score greater than or equal to 5 they are
great and can be improved further.
But anything <5 will not be good quality score at all
and would not be shown in the search results.
You need to change your ad accordingly if you get a
score which is less than 5
PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a fee each time one of their ads is
clicked. Essentially, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically.
Search engine advertising is one of the most popular forms of PPC. It allows advertisers to bid for ad placement in a
search engine's sponsored links when someone searches on a keyword that is related to their business offering.
For example, if we bid on the keyword “PPC software,” our ad might show up in the very top spot on the Google results
What is PPC?
Every time your ad is
clicked, sending a
visitor to your website,
you have to pay the
search engine a small
fee. When PPC is
working correctly, the
fee is trivial,
because the visit is
worth more than what
you pay for it. In other
words, if we pay $3 for
a click, but the click
results in a $300 sale,
then we’ve made a
A lot goes into building
a winning PPC
selecting the right
keywords into well-
and ad groups, to
setting up PPC landing
pages that are
Search engines reward
advertisers who can
campaigns by charging
them less for ad clicks.
If your ads and landing
pages are useful and
satisfying to users,
Google charges you
less per click, leading
to higher profits for
your business. So if you
want to start using
PPC, it’s important to
learn how to do it
Remember that your ad quality score depends on the following factor and you
should have all the options checked in order to get a good quality score
keyword to its
of your ad
Lets see what these means in
1) Click Through Rate (CTR)
A metric that
number of clicks
on their ads per
Achieving a high
is essential to your
because it directly
affects both your
Quality Score and
how much you pay
every time someone
clicks your search
Generally, you can
view your click-
thru rate within the
dashboard of your
PPC account. A high
CTR means that a
high percentage of
people who see
your ad click it.
rates lead to high
High Quality Scores
allow you to
position for lower
When Higher Click-Through Rates Are
Actually Bad For Business ?
If a keyword isn't pertinent to your business
or isn't going to generate sales, leads,
branding gains, etc. then a high click-
through rate for that term is actually bad
for business. The reasoning for this is fairly
• You're paying for every click.
• A lot of clicks generate a lot of ad spend.
• Some times you're generating clicks on keywords that are priced
too high, and won't turn a profit even if they convert.
• Irrelevant terms and clicks are just spending money without
bringing in additional business.
So you don't always want higher click-
through rates: what you want are high CTRs
on keywords that are:
• Relevant - Have to do with your ad text, your landing
page, and your offering.
• Affordable - Keywords that aren't going to be profit-
So, in a nut shell, a good CTR
means first targeting the
right words, then getting as
many people as you can to
click on those ads.
2) The relevance of each keyword to its
are the most
of your ads,
these are the
users will use to
with the help of
Look for where
more traffic you
will get and for
For every ad
If the ad group is
food then give
group is dessert
food ad group or
3) Landing page quality and relevance
Landing page is basically
the page where the user will
be redirected when he/she
clicks on your ads.
should be :
friendly, in short all
It should be
attractive and not
boring and have
It should contain some sort of
form where users can provide
their details so that they can
enquire further about your
services and also a lead will be
generated this way
4) The relevance of your ad text
Your ads for every ad group should have relevant
For ex : If you are creating ad for php courses than you
should use text related to that ad only like php courses 10%
discount and not anything else like java course etc
In short be careful to use the relevant text for your ads so
that users will be able to find the information correctly.
What are Negative Keywords ?
Google AdWords supports something called "negative keywords." This means
that within Ad Groups, you can designate not only the terms you want to bid on,
but also the variations of terms you don't want to be included in the basket of
clicks that you'll pay for.
What are Keyword Match Types ?
When bidding on a keyword in your PPC campaigns, you need to choose a keyword
match type, which tells Google how aggressively or restrictively you want it to match
your advertisements to keyword searches. There are four different keyword match
types to choose from when advertising with Google AdWords.
Adwords Broad Match Type
Broad match is the default match type and the one that reaches the widest audience. When using broad
match, your ad is eligible to appear whenever a user’s search query includes any word in your key phrase, in
For example, if you use broad match on "luxury car," your ad might be displayed if a user types "luxury cars,"
"fast cars," or "luxury apartments." Google may also match your ad to queries using synonyms – for example,
your ad might display when someone searches for “expensive vehicles,” which doesn’t include any of the
terms in your keyword.
Because broad matched ads are set up to reach the widest possible audience, searchers might see and click
your ad when querying irrelevant topics, and these costs can add up surprisingly fast. Again, since broad
match is the default match type, it’s important to be very careful.
Broad match keywords are a great way to drive lots of clicks, but advertisers need to keep a close eye on their
search query reports to ensure that they’re not paying for irrelevant traffic that doesn’t convert. For example,
look at these Google ads triggered by a search on “piano benches”:
Adwords Modified Broad Match Type
Modified broad match can be viewed as a sort of middle ground between broad match and
the more restrictive match types.
It allows you to reach a similarly wide audience, but better control who sees your ad by
“locking” individual words in a key phrase using the “+” parameter. When you add the plus
sign in front of a term in your keyword, you’re telling Google that the search
query must include that term.
For instance, let’s say you enabled modified broad match in AdWords for the keyword “gel
batteries.” If you append the “+” parameter to the word “gel,” Google can only match your
ads to queries that include the word gel. If you append it to the word “batteries,” search
queries must include that word before you ad can enter the auction.
Adwords Phrase Match Type
Phrase match offers some of the
versatility of broad match, but like
modified broad match, introduces a
higher level of control.
Your ad will only appear when a user
queries your key phrase using your
keywords in the exact order you enter
them, but there might be other words
either before or after that phrase.
For example, if your key phrase was "pet
supplies," your ad could appear when a
user searched for "pet supplies,"
"discount pet supplies," or "pet supplies
wholesale," but not for searches like "pet
food," "pet bird supplies," or "art
Since the query can contain text before
or after your keywords, there is some
flexibility, but you are leaving a lot of
potential traffic on the table.
Adwords Exact Match Type
Exact match is the most
specific and restrictive
of the keyword match
types. With this match
type, users can only see
your ad when they type
your exact keyword
phrase by itself.
For example, if your
keyword phrase was
"black cocktail dress,"
your ad is only eligible
to show up when a user
searches for "black
cocktail dress" (those
words in that exact
order) and not for
"cocktail dress," "black
dress" or "expensive
black cocktail dress."
On the plus side, users
who click on your ad
when searching for that
exact phrase are more
likely to be interested in
your product or service,
so using exact match
can reduce unwanted
costs and keep
conversion rates high.
On the down side, you
will have less traffic as a
result of your
these more specific
search queries have
lower search volume,
and you won’t get as
Choose relevant information everywhere
Choose your preferred keyword match type
Do detailed and proper keyword planning beforehand.
Overall Points to remember