Google Quality Score – Beat it up

June 23rd, 2008 • Related • Filed Under

I was playing with a new PPC campaign last night. I had designed a new landing page and was confident that I would get a good quality score. Man, was I wrong. The results were so disappointing that I deleted the entire campaign right away. I made a few changes this evening and boy, did that change things. I think the findings will help for sure to improve future landing pages and quality score ranking for me. Here is what I changed:

- DKI (Dynamic Keyword Insertion): I have been using DKI before, but now I doubled the number of how often the keyword would be displayed on the page.
- Keywords in Ads: I broke down my Adwords campaign into smaller chunks and now every ad group had keyword matching ads. I was too generic before.
- I added about 10 unique articles to the website as before the website was build from a CSV based data feed from the merchant (= duplicate content)
- I made the landing page load 2 seconds faster by manipulating the header image file size.

After these changes I re-uploaded the campaign and the quality score across the board is “great” with a majority of my minimum bids being $0.03 and $0.04 and only a small fraction being $0.05. Using SpeedPPC helped to make the changes to the campaign extremely painless. So, I am quite happy with the results. I think the 2 items that pushed this campaign up were the unique content the ads containing the keywords whenever possible.

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