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Out of all the various search marketing tactics out there, why should you use PPC?  A few reasons:

  1. You can get traffic immediately – With SEO you may have to wait 6-12 months
  2. Great conversion data – You can tell immediately if you have the right keywords by viewing your click-through rates.  It’s wise to try different keywords with PPC to see what converts the best, and then use those keywords for your organic SEO campaign.
  3. Set and control your budget – Just make sure you put the decimal point in the right place.  You can set a controlled budget each month, and raise or lower it as you’d like.

We’re not saying PPC is the best tactic to use – we’re just presenting it as another option that may or may not be right for your business.

So we’re going to write a 2-part series here on getting the most out of PPC.  There’s really a couple aspects to it:

  1. The “technical stuff” – getting a good Quality Score
  2. Copywriting – persuading people to take action with the written word

In part one here, we’re going to address the technical aspects.

What is Quality Score?

From a cost perspective, this is what you’re most concerned with initially – getting that Quality Score high.  Just like Google’s algorithm, though, you don’t actually know what it is, and you can’t check it anywhere.  The higher your quality score, the less your ads cost and the higher they get displayed on the page.

Google has confirmed that several factors affect your Quality Score:

  1. Click-Through Rate:  This refers to the historical number of clicks a keyword and matched ad get.  For Google AdWords, this also specifically relates to the click-through rate of your ad.
  2. Relevance of Ad Copy:  Your ad must have the keyword mentioned somewhere, and maybe a variation or two.  The more relevant it is to the search, the more likely people are to click, so this factor makes sense.
  3. Landing Page Quality:  How do you know if your landing page is a quality one?  The content should be original and have keywords relevant to your ad copy.  It should also have a nice clean look and be easy to navigate.  And the faster it loads, the better.
  4. Conversion Data from Your Site:  Search marketers believe Google also uses on-site conversion data from Google Analytics to determine quality score.  It makes sense – that factor does provide insight as to how valuable visitors find your website.

So, these are just the technical factors to making PPC work.  There’s an additional part to the process that’s very powerful (and most businesses don’t use it) – and we’ll talk more about that in part 2 of our PPC series.



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