In the past, if you wanted to launch a pay-per-click campaign, all
you would have to do is set up a one-page offer site and wait for the
traffic to flow in and convert to sales. These days, however, Google is
cracking down on such poor-quality sites by implementing their Quality
Score system. The system was implemented in 2006 and is a way of
measuring the relevance of information (keywords, ads and landing pages)
to Google users. A Quality Score is computed for each of your keywords
and is calculated whenever your keyword matches a user’s search query.
There are two types of Quality Scores that you should be aware of:
1. Keyword Quality Scores that influence how and when your ads appear on Google and the Search Networks.
2. Ad Quality Scores that influence how and when your ads appear on the Display Network.
Factors that are used to calculate the Quality Score include the
historical click-through rate of the ads and keywords in your account,
the quality of the landing page the ad links to and the relevance of
your keywords to your ads. You can find out what your Quality Score is
by looking at your account statistics, running a keyword performance
report and visiting the keyword analysis field.
If you have a high Quality Score, you will not only enjoy lower
actual costs-per-click, but also enjoy a higher ranking on search
results pages and make it easier for you to enter auctions at a lower
cost.
This means that you will be penalized for squeeze pages that have no
useful information and won’t let visitors do anything but opt-in. For
example, if 90% of visitors leave the site a few minutes after landing
on it, it signals Google that your site has irrelevant content and will
result in a lower Quality Score. Hence, you have to create a site that
has not only has lots of quality content for your niche but also has
links to other relevant sites. This will not only give you a decreased
CPC but also help boost the chances of repeat traffic, increasing your
visitor value as well as your click value.
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