The best way to generate revenue for your business from day 1 is by using pay per click (PPC) advertising. Your ad campaigns will get you paid each time someone clicks on them to visit your site. If you are considering PPC, then the best place to start is the biggest platform, Google Ads.
Because there is so much opportunity, there is also that much competition. If you aren’t sure of what you are doing, you may lose lots of money. But, if you start to develop your skills for advertising, then you can make lots of profit with PPC even in the first phase.
One of the biggest keys to a successful Google Ads campaign is understanding your quality score and making it as high as you can.
Our team has compiled a helpful list of tips to raise your Google Ads quality score.
Why is having a high Google Ads quality score so important?
Before we jump into the tactics to help you improve your quality score, it’s important to understand why it is important in the first place. If you don’t know why a good score is crucial, you won’t be investing enough in it, and that is a huge mistake.
Anytime a person searches a specific term in Google, some ads may show above and to the side of the search results. These ads will only be shown if advertisers are interested in bidding on the phrase or word in the search term.
Ads are put in order based on their ad rank, which is important in all aspects of PPC campaigns. This is composed of two factors: how much you bid and your quality score.
The quality score points to how useful your page for the person searching a specific term, so basically, ad relevance. Depending on the specific keyword being searched, your landing page is going to receive an individual quality score for every keyword in your campaign. Usually, they are around one specific number (1 to 10), but sometimes you may see a variation in the scores. These scores affect many things in your campaign, so you must work to keep them high.
#1 – Quality score affects your CPC
Because ad rank is determined by a specific formula that involves multiplying the quality score by CPC, that means you can only decrease your CPC by improving your quality score.
A page with higher landing page quality will shop up higher on the ad spots, and these have a higher click-through rate along with an overall lower cost. The ads in the higher group have better quality scores than those campaigns that are in the ad group on the right part of the search engine.
If you want to drive traffic to a bad landing page with a high bounce rate, you will need to pay much more per click. This also applies to the opposite.
#2 – You can get lower bid estimates
Once you set up an advertising campaign on Google Ads, you will start to get bid estimates. These are the amounts that Google itself recommends to bid if you want to appear in the top ad spots when a relevant phrase is searched. It isn’t always super accurate, since there are a bunch of factors that go into when an ad campaign appears, but it’s a good guide. If you have a consistently good quality score, Google will factor this into your bid estimates. That means you will be able to set an accurate maximum bid right from the start.
#3 – A higher quality score means a better ad position
This is directly connected to the first reason, so we won’t get too detailed.
Once you start to improve the quality score during an advertising campaign, you will notice that your average ad rank starts to gradually
improve as well.
This is because of the ad rank formula. The higher your quality score is, the better your ad rank becomes.
#4 - Many extensions require high-quality scores
A great way to get a better click-through rate on your ads is by using ad extensions.
These are features that will make your ad campaign stand out to a potential customer, and will generate a higher CTR.
There are some common extensions:
- Business contact info
- Star ratings
- Sitelinks (links to different parts of your site)
Some of these are automatically added by Google, but some have to be set up by you. In order for these extensions to appear, you need a high enough quality score and ad rank. If your score is very low, it will be difficult to get them to show, since your ad rank will also be low. You are going to have to pay tons per click, and it isn’t going to be worth it.
How to increase your ad quality score
Step #1: Know what a quality score really means
So, now that you know the basics of a quality score is, let’s get a little more advanced. To fully understand how your quality score will be calculated, you first must understand the context of how it formed.
Quality score is always calculated on exact match keywords: When you start a campaign on Google Ads, you must make ad groups and then select keywords to target within them.
There are three types of keywords that you are able to specify:
- Exact – If you enter a keyword in square brackets (e.g. ), your ad will only appear for that exact search.
- Phrase – If you enter a keyword in quotes (e.g., “digital marketing agencies”), your ad will show up for any search that contains the phrase (like “best digital marketing agencies”)
- Broad – If you just enter a keyword (e.g., digital marketing agency), your ad will appear for any search with those words in any order, including any synonyms (like marketing agencies for digital companies)
You will usually want to start off with exact keywords to make sure your ads are relevant. That’s how you will be able to cut down on showing up for unprofitable and irrelevant searches. If the search volume seems too low, you can also use the phrase match. It’s important to note that your quality score will only be based on how well your ad is performing for exact match keywords.
Quality score is calculated by keywords: When you start running your campaign, you will see that there is a column section in the keywords reports for your keyword quality score. You will notice that the same ad group can get different quality scores for each keyword.
To calculate your score, Google will look at a number of things, including how other advertiser’s ads are performing.
Google won’t just look at isolated factors, since they change based on the keywords. For example, keywords with buying intent may have a higher CTR than other keywords.
If your ad and landing page is performing better than other advertisers, your quality score is going be higher than the rest, and the opposite also applies.
Quality score is calculated by your account: Lastly, Google also factors in the performance of your ad campaigns and currents ads too. If you are consistently creating good advertising campaigns, Google will know that. You will get the benefit of the doubt, so they will be assuming that your next one will also be great. You will also have an easier time getting a high-quality score.
Step #2: Factors that may tell Google that your ad is good
Google bases their perception of quality on how they think the searcher experience will be. The highest quality search will leave people completely satisfied and make it easy to find results. This is based on specific metrics, such as the click-through rate of your ad.
So, if many people are clicking on your ad, then they are finding it relevant and interesting. A good CTR is going to raise your quality score.
CTR Factor 1 – The headline: The one thing that stands out most in an ad is the headline. If you mess up the headline, it won’t matter how great the rest of the ad is. You won’t be getting a good CTR or building a high bounce rate. Remember, you only have 25 characters to convert a viewer to a customer, so you have to make it count. A rule of thumb is to include the keywords in your headline. Then, you will have used up 50-75% of your characters already. Use the rest of the words to make a good offer or statement to attract clicks and increase conversion rates.
CTR Factor 2 – The description: Another major aspect of your ad that will impact your CTR is your description of the ad text.
Your headline is going to attract attention, but sometimes searchers will need some extra convincing in order to click.
To create a description that forms a high CTR, there are some different approaches that you should try:
- List features and benefits
- Point out your potential customer (e.g., “perfect for new businesses”)
- Add a call to action (e.g., “call us today for an appointment”)
For this step, try to test out different types of descriptions in the ad to see which works best. But in the end, it comes down to fully knowing your potential customers.
In general, features usually perform worse than benefits. This is because most people are more interested in the results they will get from the product rather than the technical aspects. Although, if your customers are more professional and sophisticated, you should opt for listing the features instead.
CTR Factor 3 – The keyword targeting: Lastly, your CTR will also be heavily impacted by specific keywords you are going to be targeting from searches.
Researchers will be looking for their specific keywords, so you must include these in each main section (headline and description).
On top of that, stay away from comparing CTRs of different keywords, as this is just going to stress you out for no reason. You shouldn’t be wondering why the CTR for certain keywords is lower than the rest. It may also be because that searchers of those keywords click more or less often.
For example, someone searching “buy dinner table” is likely to click on lots of results to see what’s out there. So, CTRs will be on the higher side for all advertisers, but so will the bounce rate.
But, if someone is searching for something with a smaller variety, they might be satisfied with only the first result. For example, someone looking up “emergency repairman” won’t too worried about comparing various services; they just need the fastest one they can get. So, they may pick the ad campaign with the highest quality score along with ad rank.
If you have a high-quality score, but a lower CTR, don’t fret too much. This only means that your CTR is better than all the competing advertisers for the specific keyword.
Hire a professional internet marketing company to help you conduct keyword research for your business.
If you’re going to try out using Google Ads, which we think is a great way to generate traction and diversify your sources of traffic, you must focus on getting a high-quality score.
This is essential to generating cheaper traffic, but also usually goes along with great keyword targeting and well-made landing pages. So, this leads to the most profitable campaigns, also having a good quality score. While these two steps may seem not enough, they truly are. A lot of work goes into doing these two steps well, so you must be ready to invest your time and energy.
At first, it isn’t going to be easy, and you will surely get frustrated at how the system works, but it truly is worth continuing until you reach your goals. If you have any issues concerning raising your quality score, you can contact our professional digital marketing team for expert help.
Over 64% of people click on Google Ads when they are looking for a product or service online.
This offers up a lot of potentials to attract new customers. Are you getting the most out of the pay-per-click ads you are using? No, really. Can you remember when was the last time you looked closely at how much you’re spending and where you might be able to extract more benefits? Here are some techniques to help you conduct a proper PPC audit.
What is a PPC audit?
A PPC audit is the assessment of the performance, costs, and returns of your ad campaigns, ad groups, and individual ads. This will help you understand how your paid advertising strategy is doing and where you can improve.
Why should I conduct a PPC audit?
If you are running your first PPC campaign, you may have heard people say to conduct an audit. But, what is the true value of auditing your campaign? Here are a few of the benefits you will get from doing this.
- You’ll see how your strategy performs over time: If you are investing your time and money into a marketing campaign, you will want to know what is working and what isn’t. A PPC audit lets you see how well your strategy works over time and what you can do to improve.
- You’ll discover performance issues: It’s important to constantly monitor and update your campaign to reach maximum potential. A PPC audit will help you notice the issues in your strategy and fix them; however, you can. Without an audit, you won’t know what you are doing wrong.
- You’ll see how you stack up to your competition: PPC audits give you a deeper insight into your campaign’s performance. You can use this information to compare jut show well your ad is doing.
- You’ll discover where you can improve your campaign: No matter how well your digital marketing campaign is doing, there is always some room for improvement. A PPC audit will help you discover exactly how you can optimize your campaign to improve the performance.
· You’ll learn about your audience: A PPC audit will help you understand exactly how your target audience interacts with your ads. Then, you will know what your audience likes and what parts of your ad you can improve for better customer experience.
The PPC audit checklist
Are you worried about never having done a PPC audit before? Don’t fret; our professional team is here to help you. We have created a small checklist to help you start and finish your first PPC account audit.
1. Choose a date range.
The first step to a successful PPC audit is to set the date range to ensure you have enough information to analyze. If you look at a small set of data that spans only over 30 days, then this isn’t great. You won’t have enough data to see how your changes are taking effect. It’s best if you choose a broader set of data to be able to measure results accurately.
You are going to need about three months’ or more worth of data to analyze. This will be enough to see if your strategy is working. Of course, you can also look at more data for a fuller scope of your marketing campaign, but three months is the minimum.
2. Download your data
Since you are going to be analyzing lots of data, you will want to download the data for easier analysis. You can simply export your information by entering your Google Ad’s account. By doing this, you can choose to download all your PPC account data, data from specific campaigns, or set custom exports. If you are using Bing ads, you will also need the data from these ads. Once you have both these data sets, you can compare to see which one is doing better and try to understand why. You can input all this data into an Excel spreadsheet to keep it organized.
3. Plan out your budget
When you’re conducting a PPC audit, make sure you know how much you are spending on all your campaigns. Record this data, so you know how much value you are getting compared to how much you’re spending. Track your cost-per-click (CPC) and see how many clicks you are getting for your budget. This is crucial to know when you are setting up an audit as it helps understand the success level of your campaign. This is important information to know when you’re setting up your audit because it will help you understand how successful your campaign is.
4. Look at your ads
This is one of the only non-calculable aspects of your PPC campaign that you must monitor. Looking at your ad content is very important when you are analyzing your campaign. Your ad content is what strongly impacts your audience and how they react.
Firstly, you must check that your ad is targeted to a certain group of people. You must have a target audience in mind when you design your campaign. If you don’t know exactly who you wish to target, take the time to think of a group of people you think will enjoy your product or service.
Then, see if your ad content covers the question “what’s in it for me?” When people look at your ad, they should immediately understand what they will get when they choose your business. Your ad must list the benefits and features of your products or services.
In addition, make sure there is a clear call-to-action on your ad. CTAs are valuable for converting leads.
When you are looking over your PPC ad, make sure you have keywords integrated on your page. If you want to increase your ad relevancy, you must be using relevant keywords.
This is actually one of the most important steps in your checklist, as ad content is what customers see and what attracts them to your products or services.
5. Check and note your quality score.
Next on our checklist is the quality score of your PPC campaign. Along with a maximum bid, this is what determines the placement of your ads. If you want to better your ad placement, you must increase your quality score.
Factors like ad relevancy and click-through rate are what determine your quality score. If your ad is relevant to someone’s search query, they are likely to click on it.
Pay close attention to your quality score when conducting a PPC audit. If your quality score is low, then you must work on improving it, which will lead to a better overall performance of your ad. If your quality score is good, then you can continue with the methods you use to keep the rankings.
6. Edit your keyword targeting
As you go through with your PPC audit, you will need to audit your keyword choices. Keywords are the driving force of your PPC success. If you want to bring the right leads to your ads, then you must select relevant keywords.
A small tip is to always opt for long-tail keywords that contain at least three words. For example, “book shops in Harrisburg, PA.”
Long-tail keywords will drive more leads to your page, and you will be more likely to be clicked on. Too many people use broad keywords, so you must be specific in order to stand out. If you aren’t using some long-tail keywords in your strategy, then now is the time to optimize to create a more effective marketing campaign.
7. Analyze your click-through and conversion rate
Next, in our PPC audit checklist, we have combined two metrics that go hand-in-hand with one another. The CTR on your ads will influence your conversion rate optimization, so you must look at them both.
CTR is an important factor in your ad’s success. Monitoring it is vital to understand if people are interested in your ads. You will have the opportunity to see just how many people look at the ad in their search results and click on it.
If your CTR is low, you must rethink your ad. Something must be modified to have more people see it and click on it.
But, just having a high CTR isn’t enough. If your CTR is significantly high, but your conversion rate isn’t, which means customers don’t like what they see after they click on your ad. So, your landing page somehow isn’t relevant to your ad.
In the end, your goal should be to have a high CTR along with a high conversation rate. So, not only will people see your ad, but they will also convert. Monitor both of these factors together to see the areas where you can improve.
8. Review your bids
When you are running your PPC campaign, keep track of your bidding amounts. You should monitor this amount to see how much you spend to get leads for your business. Be careful not to overspend, so that there is still enough room to make a profit. If you spend 15$ each time a person clicks on your ad and they buy a $20 product, then your profit margin is thin. Instead, maybe take the time to reevaluate your campaign strategy to lower costs for more profit. Analyzing your bidding amounts will help you see if you are getting what you are paying for.
9. Check your location targeting.
Location analysis is a very valuable tool for any PPC audit. When you are running your PPC ads, these may appear in the search results for different cities or states. This is more true if you have a significant online presence and sell your products all over the country.
With location analysis, you will be able to see exactly where your ads are performing best. You can see the different cities where your ad is visible and how they appear. It’s a good way to understand where your target audience is and where your business is booming.
You can also see where you should increase ad spending. If certain locations drive better results, then maybe you should allocate more of your budget to target people in those cities because you know you will get your money’s worth.
Location analysis helps figure out where to move funds for successful campaign results.
Bonus: Compile areas of wasted spend
Companies don’t like wasting money. So, if you plan to invest your time and money into a digital marketing strategy, then make sure it is worth it. If your campaign isn’t optimized properly, you risk having lots of wasted spending.
Wasted spend is how much you are losing from your Google Ad’s campaign. It will show you the aspects where you miss out on conversions or spend too much money on leads.
One of the biggest culprits of wasted spend is irrelevant keywords. Many times, you will have great keywords, but there are some irrelevant keywords that make your ad appear where it shouldn’t. People will click on your ad and end up on an irrelevant page, leading to a low conversion rate.
For example, let’s imagine you are operating a bakery, and you created a PPC ad to advertise your carrot cake to party-throwers, brides, and more. Your long-tail keyword is “carrot cake.” Now, imagine someone is searching for carrot cake pops. Even though you don’t sell cake pops, your bakery ad may show up. This will lead to people clicking on it but leave your page after they see that it is irrelevant. You end up wasting your money on ads that leads won’t find useful, and your campaign will be pointless.
This is where negative keywords can solve this problem. These are the words that are related to your other keywords but aren’t relevant. In this example, “pop” can be a negative keyword to ensure you don’t show up in search results for cake pops. This trick can help you reduce your wasted ad spend by a lot.
As you can see, conducting a PPC audit isn’t as hard as it seems. Contact Mirdon Production today at 888-308-0008 or online. We always tell our clients that It is essential for any successful digital marketing campaign, as it will help you see what you are doing right and what still needs some improvement. So get out there and start auditing!
Have you ever noticed that you may have a large number of social media followers, but when it comes to leading these people to your website, the conversions are just not there? Or even worse, have you ever paid for an ad just for it to fall flat and have no results? If these problems sound familiar to you, chances are you are doing one thing wrong. That is writing bad headlines for your posts and articles. A bad headline leads to a decrease in the audience, your quality leads to decline, your call-to-actions are ignored, and your revenue starts to drop.
Bad headlines are all over the marketing world, especially on social media platforms like Instagram, Facebook, and Twitter. Writing headlines isn’t easy, and it isn’t your fault that you just can’t seem to get it right. A good headline is essential for clicks on social media, your blog, and your sales page. Once you find the perfect headline, you can use it everywhere, on your sales site, titles on presentations, titles of blog posts, and in-person sales communication. But how do followers turn into website traffic, and how can you write professional and attention-grabbing headlines? We are here to offer you some strategies and examples!
Main Types of Headlines
Social Proof Headlines
First, think of the last item you purchased on Amazon. Did you check the reviews before you made your final decision? This answer is most likely going to be a definite yes. Around 95% of people from the ages of 18 to 34 read local business reviews and trust online reviews more than they would trust personal recommendations. 57% of all consumers will only purchase from a business that has four or more stars. These statistics tell a story, and it’s that people want to see the reaction of other people before they make any transaction. So, by integrating social proof in the headlines you write, you jumpstart this process.
Examples of social proof headlines:
- Why Writers Are In Love With This Grammar App
- $20k+ Drop Shippers Are Shipping Using This Automation Tool (And Here’s Why)
- 10,000 Digital Marketing Agencies Are Using This App to Hire Freelancers
Headlines like this are leveraging social proof and even taking it further by adding high-authority sources.
Imagine you are looking for a knife set online, and you stumble upon a review from Gordon Ramsey saying this is the best knife set he has ever used? You would obviously stop looking and purchase that on the spot, right? Many companies use headlines with celebrity names to catch the attention of readers.
Here is an example, the company Hootsuite used Seth Rogen’s celebrity status in their Twitter headline:
By leveraging the social proof of well-known professionals, you can make your headlines that much more clickable.
Threat headlines sound scary, but they aren’t. They catch a viewer’s eye almost immediately. It’s why many movies begin with the main character encountering a problem and ultimately finding a successful resolution. This doesn’t mean you are going to kidnap someone if they don’t read your article. Instead, you are going to show a reader how they can avoid a specific pain by reading your article.
Some examples of threat headlines:
- 13 Things to Do so You Don’t Lose Your Cat
- Read This Checklist Before Flying to Italy
- The 5 Biggest Mistakes Made by New Business Owners
So while a reader may be doing well now, they will jump into action after reading a headline similar to these.
Gain headlines follow a simple 2-step formula consisting of benefit and promise. What will a reader gain by clicking on your post, and what promise are you making them in return for a click?
- 10 Last Minute Valentine’s Day Gifts For Your Girlfriend
- 10 DIY Dinner Ideas Using Ingredients Already in Your Pantry
- 10 Easy At-Home Workouts for Beginners
For example, NYT Bestselling author Mark Manson is a master of these headlines. The headline, “5 Skills You Need to Be More Emotionally Intelligent than the Average Three-Year-Old,” will give the reader five skills to make them more emotionally intelligent and the promise that they will have a higher EQ than a toddler after reading this article.
Simple Ways to Improve Your Headlines
Now that you have read about the basics of good headlines for your posts, you can start to use your typing muscles. Here are some more strategies that you can use alone or with the above strategies to increase clicks from your headlines.
Add the Phrase “How To”
The “How To” headline can be added to the gain, social proof, and strategies mentioned above. It shows a reader that they will learn something new and valuable by reading your article.
This specific headline, “How to Work Out Like a Victoria’s Secret Model at the Gym,” posted by Harper’s Bazaar, used Victoria’s Secret’s social proof as leverage to make their post more clickable.
If you show people how much time they are going to need to receive the benefit they are promised to gain from your headline, your clicks will start to grow. For example, using the headline “This quick quiz will reveal what essential spices you are missing in your pantry” promises the benefit of telling quiz takers how to make their dishes taste better. Remember, no one has time to read pages of text, and most readers prefer to know upfront how much time they will need to finish an article.
Fascination is a part of your headline that makes people stop their scrolling and think, “That’s interesting.” The average person usually has an approximate attention span of 7 seconds, so this is slightly difficult to do. For example, the phone company ‘The Verge’ tweeted a photo of cows and used the headline “These cows already have 5G, and you don’t.” This may sound absurd, but it got tons of people to click on the article linked.
Define the Format of the Content
One way to guarantee a click on your headline is to define the format that follows after a click. What can a reader expect to get after they click your headline? If you are offering research, an infographic, an eBook, or a list, make sure you are showing that in your headline. Always make sure you are backing up what you are selling. Never lie in your headlines and promise something that your content won’t deliver. If you use click-bait headlines, you are only going to turn people off from your company and increase your bounce rate.
If you know what your audience is usually looking for, then make sure to include this in your content and in your headlines. Most people will click on an article that promises something of value to them. Always use headlines that identify a certain problem and offer a solution.
Find a Way to Be Unique
Often the content products or services you are offering will be similar to what other websites offer. Be sure to look over your competition and analyze the headlines they are using. To see what is and isn’t working out for them, check the comments on posts or the engagement on social media platforms. If you see that a certain headline style is working, then you can implement that in your content planning. Of course, this doesn’t mean copying competitors’ headlines. Instead, you must try your best to be unique and stand out. Your headlines must include your keywords and be compelling. They are the key to your results and SEO strategy as well. The more you differentiate yourself from your competition, the better.
High-quality headlines make all the difference in content and digital marketing. You only have around 5 seconds to grab a viewer’s attention online. If your headline isn’t up to par, you’ll lose a potential customer.
Find a way to stand out by using interesting phrases or jokes that encourage the user to click your headline for more information. Don’t overdo it, though; still clearly show what your viewers should expect when they click your article.
Use an Emotional Hook
Another interesting way to grab your viewer’s attention with your headline is to use emotional words and phrases. Words such as daring, rare, attractive, cool, unusual, unlimited, and similar phrases can appeal to a reader in some way. Many times, the emotions you’re want to stir up in a reader include appealing to them in intellectual, empathetic, or spiritual ways. To be clearer, you have a small chance of connecting with a reader on a deeper level, so don’t waste your words.
Also, make sure you are using active voice and present-tense verbs whenever you can in headlines. Viewers would like to know what is happening right now, in the current moment.
Keep in mind that most platforms have a character limit, so don’t write too much. Do not waste your characters on multiple adjectives. Instead, focus on grabbing a viewer’s attention and showing what they should expect in your article.
Superlative Language and Numerals Are Essential
Two other great headline tactics include using superlative language and numbers to pique your readers’ interest.
Superlative language consists of words like best, top, quickest, and smartest. Here are just a few examples we have put together to help you understand:
- 10 best places to travel to…
- Your ultimate guide to …
- Top 10 ways to …
Also, viewers’ eyes are always drawn to something that is different next to the words. That is why numbers often catch a viewer’s attention. Implementing lists in your content have been proven effective for engagement rates (like “10 best places to travel to” above).
The bottom line is that concise and intriguing headlines are always the best combination for
your successful headlines.
Test Your Headlines to Ensure Most Impact
Aside from writing the best headlines, you must also make sure to always A/B these headlines. If you do not follow up on the headlines you write, you will never know what works and what doesn’t. What if a small tweak will lead to immensely better results? You will only know this after some testing. Write down many different variations of headlines for the same content. Then try them all out to figure out which one performs the best in terms of click-through rates, engagement, likes, shares, comments, and reviews. If a headline isn’t receiving a high enough click-through rate, then change it out to a different version and watch the analytics. Keep a close eye on your site and social media after posting something new to see whether you are drawing new customers in with your headlines.
It is also crucial to test your pay-per-click ads consistently. By doing this, you will figure out which headlines perform better with your audience and which get you the most clicks and conversions. There are many free headline analyzer tools on the internet to help you understand what headline gets the most impact. Try to find a tool that will give you feedback on your overall structure, grammar, and readability after an analysis.
Remember, the ultimate goal is to bring more targeted customers to your website from headlines. You must strive to always increase your click-through rates. So make sure your headlines align with the three C’s:
Whenever possible, keep your headlines at eight words or fewer. Add hooks, emotional and superlative words, numbers, lists, threats, social proof, and whatever else applies to your article. Always make sure your message is properly getting across as you want it to, and test out your headlines. When you find one headline doing better, figure out what element makes it more catchy. Implement this style into your other headlines, too, and watch your numbers grow.