Improve your Ads Quality
The best way to improve your ad quality is by ensuring that your keywords, ads and landing pages are narrowly targeted to the user's search query. Here are some tips to help you organize your account to improve your overall ad quality:
- Organize your account for maximum effectiveness.
- Choose relevant keywords.
- Create straightforward, targeted ads.
- Test and modify your campaigns to get the results you want.
A well-structured account is easy to manage and allows you to effectively target your audience.
Organize your campaigns by topic.
Create separate campaigns for each of your product lines, resources, or brands. This helps you monitor your advertising more easily and make the necessary adjustments to improve your campaign performance. Ask yourself what you want to achieve with each campaign, then structure your campaign
based on this goal. View a diagram and learn more about the structure of your account.
Target the right languages and locations.
For each campaign, you can choose to target your ads to particular languages and locations (plus choose your budget and other settings). Be sure to target only the languages and locations that are relevant for your business. For example, if you ship your products to locations within a certain distance of your business, target the country, territory, region, or city related to the area, instead of to "All Countries."
Create highly specific ad groups.
As with your campaigns, each ad group should center on a single product or service to ensure your ads reach the most qualified users. Build a list of keywords, then separate them into related ad groups. Create ads that pertain directly to that list. For example, if you sell mp3 players, and you've organized your campaigns by brand, create multiple ad groups based on the models of each brand.
Avoid duplicate keywords across ad groups.
Google shows up to one ad per advertiser on a particular keyword, so there's no need to include duplicate keywords with the same match type in different ad groups or campaigns. Identical keywords -- those with the same text and match type -- compete against each other, and the better-performing keyword triggers your ad.
Review example campaigns advertising a single product/service and multiple products/services.
The more relevant your keywords are to your goals, the more easily you can reach your potential customers.
Choose your keywords carefully.
Include specific keywords that directly relate to the specific theme of your ad group and landing page. For optimal ad visibility, use broad match to capture relevant keyword variations, along with singular and plural versions. The Keyword Tool can help generate possible keywords.
Use unique keyword URLs.
Keyword destination URLs send users to a specific landing page, ensuring your customer arrives immediately at the most relevant page for the keyword that triggered your ad. Edit individual keyword URLs by clicking "Edit Keyword Settings" above your keyword table.
The content of your ads should capture users' attention and set your business apart.
Include keywords in your ad text.
Include your keywords in your ad text (especially the title) to show users that your ad relates to their search. If your ad shows when a user searches on a keyword in your ad group, the keyword will appear in bold in your ad text. Also, users tend to search for products and services, so avoid using your company name in the ad title unless your goal is brand/company name recognition.
Create simple, enticing ads.
What makes your product or service stand out from your competitors? Highlight these key differentiating points in your ad. Be sure to describe any unique features or promotions you offer.
Use a strong call-to-action.
Your ad should convey a call-to-action along with the benefits of your product or service. A call-to-action encourages users to click on your ad and ensures they understand exactly what you expect them to do when they reach your landing page. Some call-to-action phrases are Buy, Sell, Order, Browse, Sign up, and Get a Quote.
Test multiple ads in each ad group.
Experiment with different offers and call-to-action phrases to see what's most effective for your advertising goals. Our system automatically rotates ads within an ad group and shows the better-performing ad more often.
Optimizing your campaigns regularly will help you keep up with users and market trends and ultimately reach your advertising goals.
Evaluate your campaign performance and make changes as necessary.
Allow your ad performance to help you determine effective strategies for achieving your goals. As you observe your ads over time, you might notice things that are working especially well (or not so well). For example, if you find users aren't responding to a particular call-to-action in your ad text, delete that ad and try something else. Learn how to edit your account settings.
