Google Adwords is often used by businesses that utilize online marketing to attract sales. In the first quarter of 2013, Google’s revenue from search ads were $8.6 billion (U.S).

An important aspect for great campaign performance with Google AdWords is “quality scores”. Your quality score directly affects your marketing campaign’s effectiveness, and therefore also dictates your firm’s return on investment.

Google assigns a “quality score” to each specific keyword in your AdWords campaign. These scores affect how often your ads are shown, where they’re situated on a web page and how much your business pays “per click”. Google bases its quality score on algorithms that measure the relevance of your keywords and your website’s landing pages for users. This ensures that the most pertinent ads (with the right bids) get the best position.

Improving your quality score is just four steps away:

Utilize keywords that give you the fastest results

Analyze all your keywords and figure out which ones will provide the best ROI for a better quality score. Consider using an AdWords campaign optimization system such as Adigence that can deliver immediate recommendations for you to easily identify certain keywords that require prompt attention. A greater quality score will generate more impressions and visits.

Improve weak ad copy

A quality score of 10 is perfect, while one below 4 is essentially considered poor. Google’s algorithms ponder numerous factors that affect this score, which include expected click through rate, ad relevance and landing-page experience. Locate the ads that aren’t being shown due to low quality scores. Is the copy for these ads relevant to the keyword? You and your marketing team have devoted time and effort developing the ads, so if Google scores them as inadequate, then rewriting your ad copy is in order.

You should always try to include your keyword(s) in the ad copy. The more precise the ad is to the keyword, the better. You also want to make sure that your ad is eye-catching and inviting. The headline should grab the user’s attention and the body copy should have a “call to action”. Be sure to add information on relevant promotions or offers.

For example, let’s say you’re advertising “green sweaters” for sale and you’re not seeing any AdWords campaign results based on the following ad copy:

Sweater Shop
Your Sweater Store
Quality Sweaters of all Types

To boost your quality score, you’ll need to make it far more specific to green sweaters, such as:

Your Sweater Store — Green Sweaters
Top Quality Green Sweaters
20% Off All Green Sweaters. Free Shipping!

Identify weak landing page copy

Make sure you take the time to identify and fix any weak landing pages. Do your website’s landing pages match up to your keyword or ad? Do they load quickly? Are they easy to navigate? Google does take landing page load time and navigability into account when creating quality scores. By optimizing your landing pages in conjunction with your ad copy and keywords, your landing pages will attract higher-value visitors at a lower per-visit cost.

Adjust campaigns (in real time) and track performance trends

Observe and keep a record of how your quality score is improving over time. AdWords doesn’t report historical data on your quality score. However, an AdWords campaign optimization system offers this, so you can track the resulting changes in click through rates, impressions and visitors.
Conducting a good Google AdWords campaign isn’t magic, and there isn’t really any secret information or insider techniques. You just need to pay close attention to your quality scores. Following the above four steps can radically improve the quality score of your keywords and in turn, get the best out of your business’ overall AdWords campaign ROI.