Like many web site owners using pay per click advertising, you may be experiencing an ominous trend in your Quality Scores from AdWords. Google may be marking your scores as “poor” and hitting you with an “Inactive for Search” message. A previously thriving PPC account is now disintegrating before your eyes.
Why the vanishing keyword act? There could be multiple reasons. Is your ad copy not in sync with your keywords? Are your keywords too general? Are your ad groups over-sized and not tight enough? These problems might be only the tip of the iceberg.
There are a variety of different hoops that Google may want you to jump through in order to get back into play and lower your costs per click. The solutions, however, may not be very simple, and it may require you to roll up your sleeves and put in more man hours than you wish. But effort pays off.
At our PPC management company, the client accounts we see are almost without exception in dire need of an overhaul. If you have been using Google for awhile or even a short time you know that the pay per click marketplace has changed. It’s rare that we see an account that has successfully adapted to these changes. There are new rules to consider.
Look at your account. Are there a couple campaigns, with a few ad groups in them and tons of keywords in each ad group? Chances are you aren’t as tightly targeted and relevant as you need to be for those searching on your keywords.
The Google Quality Score reacts positively to ads that are sharply focused. Build out your account, campaigns and ad groups with that in mind.
Another method to raise Quality Scores might sound easy. However, the trick is in the effort. Split test your ad copy…and do it every day. Over time, hundreds of tests will raise your click through rates and conversions. If you aren’t doing this or hiring a professional pay per click management company to do it for you, your competition has a great advantage over you.
If you’re spending a substantial amount of funds on your PPC advertising, you need to maximize those dollars. The marketplace is increasingly sophisticated. More and more the competition is putting in extra effort and extra dollars to stay on top of Quality Scores, click through rates and conversions. And, it’s a continual effort.
It takes work, but a healthy pay per click campaign almost always has continual intelligent effort behind it. If you can’t afford to invest the time that is needed, hire a professional pay per click management company. If you can and you’ve got enough knowledge, don’t delay the work. Every day you put it off, you spend more money on keywords that are leaking funds from your account. So, roll up those sleeves and get to work!
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