When Optimizing Google Ads for Quality Score Doesn’t Make Sense

Quality Score.

It’s Google’s way of determining the ranking position and cost per click of your PPC ads.

Quality score can be a step in helping you achieve your business goals. But sometimes, it doesn’t always work in your best interests.

Remember, Google makes most of its money from its ads. Last year, they raked in $95.38 billion of their $110.9 billion in total revenue (86%) from their ads.

While Google has done a superb job of perfecting how Quality Score works so it gives searchers the best experience, this hasn’t necessarily led to making it easier for you to drive real business results. For example, you might look at ROI, leads generated, revenue generated, and so on.

So if you set your sights on perfecting your Quality Score, you can actually sometimes also be shooting your business results in the foot. For example, it does happen in campaigns where you increase CTR (click through rate), which also increases your quality score. However, conversions may not increase.

So, you’ve just increased your costs – with no associated increase in your sales.

The Best Uses of Quality Score

One helpful way to look at your Quality Score lies in its relationship to your keywords. Let’s say one of your keywords generates a high number of total conversions. However, it has a lower rate and lower Quality Score. In this case, you’ll more than likely improve your conversion rate by also improving your Quality score.

You might also find your Quality Score so low that you don’t get any real business results from certain keywords. In this case also, it makes sense to focus your time and effort on improving your Quality Score.

Clearly, experience and professional judgment play a role here. If you don’t have much of either, how can you know the relationship between Quality Score and the business metric you’re looking at, and whether you should focus on Quality Score or not?

 

You Don’t Need to Fear Quality Score

Despite Quality Score’s imperfections, it’s not something to be ignored. It simply shouldn’t be the measure of success. It shouldn’t be your goal.

Your business goals should be written down. And Quality Score should be seen as a step on your journey to online advertising success.

As long as you keep that perspective, you’ll do just fine in your PPC campaigns.

5 Tips for Creating High-Converting PPC Ads

“Extra! Extra! Read all about it!”

…You remember how the cliché newspaper boy from the 1920s would shout that to get attention.

And then he’d hand out a newspaper with an exciting title in big, bold, black letters you couldn’t possibly miss.

You shouldn’t necessarily capitalize like that with your PPC ads. But the general point remains the same: the titles on your PPC ads need to capture attention. They need to be so fascinating they can’t possibly be ignored.

How do you do that?

Here’s some ideas:

  1. Differentiate

You know your niche. You can also easily research their PPC ad headlines.

Simply differentiate to stand out.

Remember, searchers see the same headlines over and over. So, they get used to them and stop noticing what they say.

Find a way to be different…and you’ll end up with more clicks and sales.

  1. Tell Searches What They Get When They Click

Do you offer a free consultation? Even better, can you change the wording of that to more accurately reflect what your customers get from your consultation?

For example, if you’re an HVAC company, you could say,”Get your free home comfort analysis today!”

Comfort? That’s what people ultimately want from their HVAC systems isn’t it?

Consider how you can use the same thinking to create an attractive offer in your own niche.

  1. Use Numbers And Symbols

When people see search listings, they typically see lots of letters. Numbers and symbols, because they look different, naturally get noticed more.

So instead of “Save Big!” say “Save Up to 50% Now!” or “Save $$$” or “Save $25 Now!”

You can expect more sales as a result.

  1. Compare Your Offer to Competing Ones

You don’t have to call your competitors out by name. But you can certainly observe their PPC ads, and the offers they propose.

Then, if it makes sense for your business, simply top their offer. You don’t have to do it by a lot.

And if you don’t like offering discounts, toss something else in for free when customers order.

  1. Pre-Qualify Customers

Do you have a pricier service you offer to an exclusive market segment?

Then make your ad qualify searchers in an obvious way.

With your pricier service, you may want to mention the price: “Starting at $950.”

That way, you don’t have people clicking on your ads who will never purchase. In addition, your niche understands you created your offer just for them. That’s a powerful trigger for driving buying behavior.

Armed with these techniques, creating cost-efficient PPC ads that drive high-revenue, loyal customers will be no problem for you!

How to Get High-Income Consumers with Adwords

Many people believe consumers with high incomes need to hear fancy language to buy. That’s not true.

They talk just about the same as anyone else. However, the difference is what they talk about.

With that in mind, we want to tell you about an income targeting feature available in Adwords. In fact, you can target incomes like this:

  • Top 10% (household income: $146,001 +)
  • 11-20% ($131,001       – $146,000)
  • 21-30% ($111,001 – $131,000)
  • 31-40% ($96,001 – $111,000)
  • 41-50% ($64,001 – $96,000)
  • Lower 50% ($0 -$64,000)

…But there is a little bit of a catch. You always have to be careful with Adwords. Remember, it’s Google’s number one source of profit – by far. No other revenue stream of theirs even comes close. It’s to their advantage to look good to their investors. When you make mistakes or don’t understand how Adwords works, Google makes money.

In this case, if you target people by city or zip code in addition to income, that targeting trumps the income. This time, that makes sense. But, we’re just giving you a word of caution so you don’t use Adwords blind and suddenly find yourself in trouble.

In Adwords, you simply go to “Settings > All Settings > Advanced Search > Location Groups > Demographics > Select Household Income Tier.”

Of course, if you know the income range of your customers, then you’d only want to target that range, right? Otherwise, you’ll get clicks with zero-to-little chance of making a sale, which means you’ve wasted your time and money targeting that demographic.

 

How This Comes Into Play in DFW

We have a wide range of incomes here in the Metroplex, and certainly our fair share of high-income earners. But, imagine you know the income of the customer you want to attract.

For example, you sell fancy audio-video home theater systems, and you know people who make $100,000 or more would have an interest in them. Well, now you can target suburbs of DFW where that makes sense. And then you can target the right household income range.

Then, to make it work, you sell the experience of having an amazing home theatre with comfortable seating. Avoid the temptation to use fancy, flowery language. That’s the stuff you see on TV. People who buy home theatres want the intense experience – one that’s way better than watching a regular TV.

And that’s how you use Adwords’ income targeting to your advantage.