I set up a PPC campaign for a relatively competitive group of keywords this week (avge £2 per click, about 5m results, PPC ompetition of 8/10) and I was reminded of a very important rule to observe when setting up PPC campaigns with AdWords and, more specifically, what NOT to do when setting them up.I pulled together over 150 keywords in approximately 15 adgroups. I wrote two text ads for each adgroup, grouped them extremely tightly and sent all traffic to my homepage – knowing that the next phase of my strategy would be to put together landing pages for each keyword group.
The problem with this method is that since Wednesday last week (5 days ago), AdWords has suggested that my quality score is 3/10 for about 80% of my keywords. This has then had the knock on effect of increasing my minimum keyword bid in some cases by over 100%.
How To Prevent Poor AdWords Quality Scores
This is a stark reminder for me that prior to ever turning on my AdWords campaign, I should have had a landing page setup for each keyword group I wanted to target. The problem I’m now going to have is reversing the penalties and from my experience, it’s a lot easier to fall down than to get up when it comes to Google. This is what I should have done to prevent this from happening to me:
- Research tightly grouped keywords in small AdGroups
- Prepare keyword rich, well written landing pages for each of the target adgroups
- Turn on campaign
Sun, Nov 8, 2009
PPC Marketing