How to Overcome Long-Term Poor Quality Scores in Google Adwords
The AdWords Quality Score is a measurement of how well your AdWord campaign will perform. A low score not only indicates that your ads aren't getting much traffic, but that your ads are not going to be as well positioned as others. There are many factors that affect your Quality Score, all of which work together in concert. Improving your score will ultimately require a lot of tinkering and experimenting to find the marketing strategy that is most effective for your business.
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Instructions
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Use Google AdWords' Keyword Tool to help you find better keywords. Type a word or phrase into the Keyword Tool search field, then click "Search" to come up with a list of related search terms, accompanied by how many global and local searches use that terms every month. For instance, if you are running a site dedicated to video games, the Keyword Tool might come up with phrases like "free online games," "puzzle games," and "Flash games." Using keywords that appear in high numbers of searches will help to improve your quality score.
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Design your website's landing page to match the keywords used in your ad. If a visitor cannot easily find the information that was mentioned in the ad within the first few seconds of loading the page, they will almost certainly move on. Make sure that your advertising content and your landing page content are as related as possible.
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Target your campaign towards a specific geographic location by using the map targeting tool within your AdWords dashboard. This tool can be used to select a particular country, region, or city. While it may be tempting to aim big by choosing "All Countries," this often backfires for small businesses or start-ups. Start by targeting your local community. As your business expands and your score improves, you can start thinking about expanding your campaign.
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Create multiple campaigns for your offered services, rather than one campaign for your entire business. For example, if you own a bookstore that sells new titles, hosts book readings, and buys old textbooks, create a separate campaign for each of these services. Imagine that a Google user has searched for "local book readings." If your campaign is limited to "independent bookstore" searches, that user will miss out on your ad, even though your store has exactly what they were looking for. Creating one broad campaign for your bookstore means you will miss out on more specific searches.
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