Adwords campaign management


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An article about Adwords Campaign Management
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Adwords campaign management

  1. 1. ADWORDS CAMPAIGN MANAGEMENT 7 Facts About Adwords Quality Score You Need to Know Before Setting Up A Campaign by Adwords Campaign Management Specialists For more information about our Google AdWords campaign management services please visit
  2. 2. Recently some of the Whiteclick team visited GooglesSydney office for the Engage for Agencies event. Anumber of topics were covered however, one stood outas something clients always ask about and dont alwaysfully understand, namely the Google AdWords QualityScore. ADWORDS CAMPAIGN MANAGEMENT Page 2
  3. 3. AdWords Quality Score is a major factor in the AdRankequation i.e. where your ad appears in the SERPS andtherefore it is really important to understand exactly howit works:AdRank (AdWords Page Position) = Bid x Quality ScoreHerere 7 Quality Score facts to help you understandhow I works: ADWORDS CAMPAIGN MANAGEMENT Page 3
  4. 4. 1). The most important factor in calculating Quality Score is a keywords Click Through Rate (CTR). This is closely followed in 2nd place by keyword relevancy - if the Keyword you are bidding on matches your ad text and the searchers query. ADWORDS CAMPAIGN MANAGEMENT Page 4
  5. 5. 2). Every keyword is awarded an individual Quality Score - this can be viewed by selecting the QS option in the columns menu in the UI of Google AdWords. Quality Score also has an effect (to a lesser degree) on the overall AdWords account - it is not however possible to check this. ADWORDS CAMPAIGN MANAGEMENT Page 5
  6. 6. 3). Quality Score does not have an impact at ad group level. ADWORDS CAMPAIGN MANAGEMENT Page 6
  7. 7. 4). Quality Score on is completely independent from your Display Network Quality Score. This means that your low CTR Display campaigns will not reduce the performance of your campaigns ADWORDS CAMPAIGN MANAGEMENT Page 7
  8. 8. 5). The Quality Score number that you see in the Google AdWords UI is not an average of and Google Search Partner Quality Score. Like the Display Network it is separate. If you have a high CTR & Quality Score for one particular Search Partner, the other poor performing Partners will not bring down the overall Search Partner Quality Score - each Search Partner is independent. ADWORDS CAMPAIGN MANAGEMENT Page 8
  9. 9. 6). Bidding more to get a higher click-through-rate when you start a campaign will NOT help you get a higher Quality Score from day one. You are given the across the board average Quality Score when your campaign begins. CTRs are then normalised for each page position - this creates a level playing field for everyone and reduces the opportunities for advertisers with bigger budgets to cheat the system. ADWORDS CAMPAIGN MANAGEMENT Page 9
  10. 10. 7). Adding keywords to each match type - Broad, "Phrase" & [Exact] match - will not create a higher Quality Score for the Keywords due to the higher CTR of some of the match types. All you are doing is creating more work for yourself. ADWORDS CAMPAIGN MANAGEMENT Page 10
  11. 11. Having a good understanding of Quality Score is criticalto ensure your AdWords campaign is successful byreducing the amount you pay Google for clicks. Onceyou get beyond the basics it can be quite complex butworking with a Google Certified Partner to build andmanage AdWords campaigns for you will take thedifficulty out of the equation. ADWORDS CAMPAIGN MANAGEMENT Page 11
  12. 12. ByAdwords Campaign Management Specialists Suite 214, Lifestyle Working 117 Old Pittwater Road Brookvale, Nsw 2100, Australia For more information about our Google AdWords campaign management services please visit