Boosting PPC quality scores

Businesses may be familiar with the benefits of making their web content search-engine-friendly in order to boost search engine optimisation, but they may also wish to focus on quality score if they are launching a pay per click (PPC) campaign.

Quality score is used by search engines to minimise their own loss when a paid search advertisement remains unclicked, Ed Stevenson of Econsultancy explains.

To counter this, advertisements which garner a high click-through rate (CTR) are awarded with a higher quality score, in order to prompt firms to improve the relevance of their copy with keywords.

"One of the simplest ways to dramatically increase CTR is to cut out the irrelevant impressions that your keywords are being exposed to," Mr Stevenson notes.

To achieve this, he recommends reviewing the "raw search queries" which direct web traffic and adding negative keywords to counter any unwanted visitors.

Furthermore, businesses should learn what their highest performing keywords are and place any which are dragging down this success rate into a separate ad group.

Search Engine Watch's Jason Tabeling recently suggested that, when planning a PPC campaign, organisations should look at the potential profit they hope to make, in addition to return on investment.

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