Hide Notes 

Slide 1: How Quality Score Impacts Your Bottom Line When you look at the paid search market these days, there is a significant difference between what happened in the past. The price that is given for PPC activities is no longer similar to the bid price. Google for instance has introduced Quality score that creates a lot of confusion for the advertiser. There are a multitude of additional factors that play a role in affecting the final cost per click. Therefore, as a business user it is important to make sure that these factors are understood and worked accordingly so that there are improvements in your bottom line. When you subscribe for PPC activities make sure to understand quality score and its impact on paid search campaigns. The factors that drive the quality scores and strategies used on optimizing quality score will drive your actual PPC campaign in a successful manner. The quality score does not allow you to understand what your actual price will be once you go for an Adwords campaign. Therefore, it is extremely important to make sure that you optimize your ads, keywords, and the landing pages so that there is optimal quality score available for your use. The average quality score is simply an indicator. If you focus your ad campaign to be more granular then it is possible to increase CTR through lowering of CPC for the same position of the advertisement. This in turn helps play a positive role in increasing your ROI. Make sure to understand the balance between CTR and CR with respect to average sale. Your optimization activity has to focus on ROI. Lower CPC will also allow you to get hold of more clicks and more impressions within the same budget. Therefore, it is important to take all these factors into consideration when you design your PPC campaign. First, have an idea regarding the kind of keywords available with you. Every niche or domain has a different set of keywords and within that a set of high ROI keywords. The inclusion of too many keywords in your campaign will work in a negative manner to lower your quality score. If you are looking at a better quality score then make sure to offer fewer keywords that are essential for your PPC campaign. The most important thing to remember here is the fact that these keywords perform the best for your KPI so that it can be made more profitable. Therefore, try to include the more volume producing keywords in your campaign. The impact of these keywords is what essentially drives your quality score as compared to 100 long tail keywords. The long tail one does not work in a favorable manner and does not produce much ROI in any case. There is a belief that quality score is dependant on CTR. However, that is just one of the factors and not the correct assumption. CTR tends to be the largest component present among all the factors for creation of quality score. Branded keywords tend to push the quality score through the provision of high CTR’s. Want to dominate your small and medium business in the search engines for profitable keywords? Try our Search Engine Optimization packages @ EchoDigital.