In our last installment of our Pay Per Click series, I told you that there are three aspects of your Pay Per Click (PPC) ads that determine your Quality Score: relevance, consistency, and popularity.
Today I’m going to tell you how to ace all three and get the most from your PPC campaigns by driving up your quality score…
PPC ads are run by targeting keywords. When a prospect types your targeted keyword phrase into Google, Google shows your ad in the search results, and makes any keyword phrases used bold. In order to be able to create ads that are highly relevant, you need to target keywords in very specific categories. In other words, a landscaping business would create two different ads for lawn maintenance and landscape design. An insurance company would create a different ad for car insurance, than for motorcycle insurance. That way when someone is looking for motorcycle insurance, they don’t see a vague ad for motor vehicle insurance, they see one for motorcycle insurance specifically. The ad is much more relevant, much more useful and much more enticing to the prospect.
Organization is key when creating relevant ads. You have to divide all the keywords you know prospects are using to find you into niche groups. Then, you can create a highly relevant ad for each group. For diverse businesses, this may take some time, but is nonetheless vitally important to your PPC success. You will notice the difference.
The PPC advertising process has 3 pieces: 1) the ad, 2) the landing page, and 3) the special offer to generate contact form submissions. If all of this works as intended, you have a brand new lead to follow up with and turn into a customer.
Consistency in this process means that your ad, your landing page and your offer all look and sound like pieces of the same puzzle. You don’t want the elements of your PPC campaign to appear disconnected. Let’s look at an example so you can see what I mean:
A landscape designer creates a PPC ad for improved curb appeal. The ad reads “Want Better Curb Appeal?” Then, the landing page headline reads, “Wondering How to Improve Your Home’s Curb Appeal? We can show you easy ways to make your home the talk of the town.” Then, at the bottom of the landing page they offer a free report on “5 Easy Steps to Better Curb Appeal” where the prospect fills out a contact form for the report.
That’s consistency in the PPC Ad process, and Google LOVES it. They boost your Quality Score when they see consistency. But that’s not the only reason to be consistent – it also is more effective at converting traffic into leads (the whole point of this marketing thing).
The popularity of your ads also contributes to your quality score. This means that as prospects click on your ad and find what they are looking for, your score goes up. The best part, though, is that you already have this covered when you execute the Relevance and Consistency points above. The more relevant and consistent you are, the more popular your ads will be!
If you want help with this, let us know! We now offer PPC management. Call 1-800-628-1804 to find out more.