Improve Quality Score with Focused Ad Groups | Google AdWords Quality Score

Marketing Practicality | July 19, 2010 in Pay per Click Marketing, Small Business Marketing | Comments (1)

Using Ad Groups to Improve Your AdWords Quality Score

According to Google, quality score is a measure of relevance. I’ll cover Google’s definition of quality score and a specific tactic to improve quality score.

Here is Google’s exact definition of quality score.

And here is a great video from Google explaining the AdWords bid auction process and the impact quality score has on bid cost and placement.

According to Google, quality score is influenced by:

Historical Click through Rate (CTR)
Historical CTR of the display urls in the ad group
Click through Rate of your account
Quality of your landing page
Keyword relevance to the Ad Group ads
Relevance of the keyword and ad to the search query
Ad Words account performance
Other AdWords relevance factors

So to improve your keyword quality score, those are the levers to pull.

There are several articles out there on ways to improve your AdWords quality score. One of the simplest methods I know is to create highly targeted, focused Ad Groups. But in the end, you need to improve your click through rate – quality score is, in my opinion, a way for Google to optimize the ROI of their Ad Words revenue stream, but that is a separate topic.

How Ad Groups Can Improve Quality Score

If your AdWords keywords are experiencing low quality scores you are paying more money for the same placement. Here is an easy way to give your quality score a boost.

Identify your AdWords keywords suffering from low quality scores
Group those keywords into relevant clusters, for example
1. Widget Keywords separate into clusters: Blue Widgets, Red Widgets and Yellow Widgets
Create highly targeted Ad Groups for each cluster – 3 to 5 keywords per Ad Group
1. Title the Ad Group with the targeted keyword
2. Use relevant, focused keywords for your Ad Group
Use the various keyword match types for each keyword
Create ad versions using the targeted keyword theme for each Ad Group “cluster”
Direct each ad version to a landing page
Optimize the landing page for the targeted keyword for the Ad Group

More Ways to Improve Quality Score

There are many resources out there on improving your Google AdWords quality score. Remember, your click through rate (CTR) is going to have a large impact on improving your Ad Words quality score so fundamental marketing principles come into play. Here are some other resources to help you improve the quality score of your AdWords keywords:

Improve Quality Score

And for the basics, here is a

Google AdWords Tutorial from Marketing Practicality

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Keyword Selection Tips – Google’s Wonder Wheel and Keyword Relevance

Marketing Practicality | January 23, 2010 in SEO, Small Business Marketing | Comments (2)

Tags: Google, Keyword Selection, marketing tips, SEO, Small Business Marketing

Keyword Selection Tips – Using Google’s Wonder Wheel

Keyword selection is a crucial part of developing your internet marketing strategy. Many factors come in to play, such as:

What is the search volume for my targeted keyword?
What is the relative competition for the keyword?
What is the relevance the targeted keyword to my website’s content?

Presuming you already selected keywords with (ideally) high search volume and relatively low competition, then it’s time to answer how relevant the keyword is to your site’s content. This can be a deceptively tricky process, so here’s a keyword selection tip as well as a great tool to validate your keyword selection strategy: Google’s Wonder Wheel.

Keyword Selection Tool - Google's Wonder Wheel

Google’s Wonder Wheel

The Wonder Wheel is a free tool that is easily accessible within Google – no need to log in to a Google account. Simply perform a search (in the example above I searched on “internet marketing”).

In the light blue bar (below the search box) you’ll see “Show Options”. When you click on Show Options, a sidebar opens up and about two-thirds of the way down the list of options you’ll see Wonder Wheel, this is where the fun starts.

Once you select Wonder Wheel your search term will be graphically displayed in a hub and spoke pattern – similar to a mind map pattern. The spokes are based on actual Google searches and represent a visual display of how people searching on Google refine their search terms, switching from short tail terms to long tail terms or even switching search terms entirely. Again, in the image above, I searched on Internet Marketing and selected the spoke Internet Marketing Company.

For example, if someone searched on the term Apple, the intent of the searcher is difficult to fully understand (i.e. is the person looking for computers, phones or fruit – or something else entirely). Using the Google Wonder Wheel can help you identify terms that are highly relevant to your product or service, and if your web page is optimized effectively, you will attract more qualified traffic.

Keyword Selection Tips – Keyword Relevance

The concept of keyword relevance should not be casually overlooked or assumed. Just because you believe a specific keyword is relevant to your business does not mean the masses searching on Google will use that term to find your service or product. So start by casting a wide net and then use Google’s Wonder Wheel to refine your keyword targeting.

And note – although this post is mainly covering the Wonder Wheel and Keyword Relevance in SEO – this tool also works well for identifying long tail keywords for your Google AdWords campaign (pay per click marketing).

More keyword selection tips will follow in future posts (search volume and competition) – in the meantime, try using Google’s Wonder Wheel – let me know what you think of it and if you think it is a useful tool.

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Search Engine Optimization and Meta Tags:
Meta Keywords | Meta Description

Marketing Practicality | January 17, 2010 in SEO, Small Business Marketing | Comments (8)

Tags: Google, marketing tips, SEO, Small Business Marketing, Small Business SEO

This comes up far too frequently when I speak with clients or potential clients, so I thought it would be useful to cover the role of common meta tags and search engine optimization (SEO) – elements like meta keywords and the meta description. When you see a listing on a search engine – here’s what the title tag (which is not a meta tag) and the meta description commonly look like – search engines don’t display meta keywords.

The Importance of Meta Keywords and SEO

Meta Keywords Tag is not important in search engine optimization – or not in the way you want it to be. Many high ranking websites don’t even use them. I admit, I still use them sometimes, perhaps it’s just an old habit and often clients insist meta keywords are important – but consider the following if you choose to use the meta keywords tag:

Keep the keywords short – 5 or so is fine
Use relevant meta keywords – don’t add keywords that aren’t in the web page’s content
Meta keywords should be unique to each page
Understand meta keywords won’t help the ranking of your page but overuse or misuse can negatively impact rankings
Your competitors can easily view your meta keywords and know which terms you are “trying” to target or rank for – think about that

If you, your SEO resource, or staff thinks that meta keywords are a way to improve your search engine rankings – well, they are not.

The Importance of the Meta Description and SEO

The meta description however is an important meta element – because, as shown in the picture above, the meta description is what search engines typically display to describe your website. While the meta description does not have significant SEO value, it does influence whether or not someone may click on your website’s search engine listing.

For that reason alone, care should be taken to craft relevant, meaningful description that are unique for each page.

In some cases, a search engine will choose to display a description other than what you have carefully worded as your meta description. The most common example is Yahoo! is a Yahoo Directory description (if you have one) or search engines electing to use a DMOZ description (if you have one). Though I have even seen Google use alt tags as a web page description. Yahoo! directory and DMOZ listings can be easily controlled (by using another meta tag!). If Google is using other on-page elements for your description you need to understand why and fix it.

Your Website’s Title Tag and Search Engine Optimization – SEO

OK – the title tag (which is not a meta tag) has significant search engine optimization value and they influence whether someone will click on your website’s search engine listing. So website titles should be crafted carefully and well, to target the intended keywords, provide a meaningful description of your website’s page and influence someone to click through your website’s search engine listing.

The title tag is probably the most important on-page seo element and one of the easiest to modify and improve.

SEO Marketing Services – Pricing and Value

So if you are shopping a search engine optimization partner, and you see a variety of different rates and service levels, and you don’t really understand what kind of value you are getting for your investment, I’ll offer these points for your consideration.

If the seo service provider is planning on changing your meta tags, title tag, submitting your website to a bunch of search engines and directories – the rate is probably low, for a reason. There will be little return (albeit some) for that sort of service.
If your seo marketing resource is charging you a high rate for doing the above, look elsewhere.
Many seo marketing agencies offer tiered plans – and while it’s good to see a list of what will be done for your marketing investment, understand you are purchasing a pre-packaged seo plan – which may not fit the specific needs of your business.
If your resource provides seo marketing services which include on-page and off-page optimization; stays current with search engine trends; understands the different algorithms and has a successful track record with other clients – you may be on to something. If you can effectively determine that seo provider’s professionalism and responsiveness, well then, now you may really be on to something. Just be sure to use a qualified seo marketing consultant.

Meta Tags and Search Engine Optimization – Recap

So to summarize, here’s the real search engine optimization value of meta tags:

Meta Keywords – They will not help your search engine rankings. If used improperly, they may have a negative impact on your search engine rankings.

Meta Description – Important for your search engine listing and can influence whether or not people click on the listing and visit your website.

Title Tag – Very important for both search engine optimization as well as gaining traffic from search engine listings.

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Small Business Website Help – Website Security Risks

Marketing Practicality | January 3, 2010 in SEO, Small Business Marketing | Comments (2)

Tags: marketing tips, SEO, Small Business Marketing, Small Business SEO, Website Security

Website Security Risks

OK – it’s 2010, are you considering your resolutions for your small business website? If you are looking for small business website help, one of the things near the top of your list should be website security risks.

Do You Backup Your Small Business Website?

No one wants another task added to their list, but regularly backing up your website can save a lot of headaches if your website gets hacked. I have had several clients come to me because their search engine rankings dropped significantly, which often results in a drop in traffic to their small business’ website, which results in a loss of revenue. Having a small business website can be your primary means of revenue so I strongly recommend your consider the website security risks associated with the responsibility of owning a website.

Blogs and Website Security Risks

WordPress can be a great help to your small business website. It is an extremely robust and useful, open source blogging platform. But with popularity comes a price. WordPress blogs have several website security risks – hackers have automated the process. In fact most clients that come to me for help with their small business website (after a major drop in rankings) – have had some sort of website security breach.

Here is a great article on best practices for managing a small business WordPress blog:

Triple “P” Of Total WordPress Security

Website Security Risks and Your Small Business Website Host

Have you checked with the company that hosts your small business website? Do they regularly backup your website? Are you comfortable that your website could be completely restored in the event of a malware problem? If not, I recommend you check with them and don’t leave anything to chance. Backing up your website yourself can save you a lot of hassle if your hosting company isn’t there for you when you need them (or you didn’t understand their policies… remember all that fine print?).

An Ounce of Prevention

It’s an old saying but good sayings get old for a reason. So if you are looking for small business website help first consider your website security risks. Then move on to the fun stuff like SEO, Google AdWords and other small business marketing techniques.

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The Key to Successful Niche Businesses

Marketing Practicality | December 14, 2009 in Small Business Marketing | Comments (1)

Tags: niche business marketing, niche businesses, Small Business Marketing

In my line of work, I am fortunate to work with several niche businesses. And several of these niche businesses have very cool products. That’s the appeal of a niche – it’s unique, different, and generally there are only a few quality providers. So I wondered, what is the key to successful niche businesses? Is it the product or the marketing?

Niche Businesses Defined

A niche business generally operates in the low volume, high margin realm. This is achieved because the product supply is low, as is the demand for a unique product or service. Once the product becomes mainstream, more competition enters the market and the business model shifts away from what I consider a traditional niche based business.

My clients range from under $1 million in revenue to over $90 million in revenue annually. I don’t see too many businesses that I would call truly niche earning over $20-$30 million in revenue.

What Drives Niche Business Success – the Product or the Marketing?

Consider some of these niche businesses:

Tree Houses
Residential Putting Greens
Antique Hardwood Flooring
Gorgeous, Furniture Quality Plantation Shutters

: What Golfer Doesn’t Want This?

Depending on what appeals to you, these are very cool products. I mean, who doesn’t like tree houses? If you like golf, you’ve probably dreamed about having a putting green in your yard. And the plantation shutters and the antique flooring appeal to those who like the finest things in their home – you should see these things – they are beautiful. The products have great appeal – the companies are successful through niche business marketing.

Niche Business Products

In their own right, each of these niche businesses is quite successful – even during this economic downturn. And the product appeal and quality cannot be disputed. So does a great niche product or service make a successful business?

It certainly helps – especially if the product can be established as the niche market leader. A great product is a wonderful thing – but it’s not the only thing.

Niche Business Marketing

There is no denying a great, high quality product and a customer-centric focus does wonders for a niche business. But the most successful niche businesses I have worked with approach their business as sophisticated marketers and business owners. Meaning they do not personalize business matters and have a systematic approach to maintaining, improving and growing their niche business.

Great products help close the sale – but to get to that point, niche businesses need effective marketing. And there is no medium out there that better supports niche business growth than the internet and search engines. Go into your town and look for the custom, residential putting green installation store. I’m guessing you don’t have one.

Of course, you (and everyone else) would likely have started with Google or another search engine if you were seriously considering a backyard putting green. That’s why the most successful niche businesses:

Have great products
Run their business like a business – not a hobby
Invest in internet marketing

Niche Business Success – Great Product or Great Marketing?

It starts with marketing. I’ve seen far less exciting products fare extremely well when backed by hard work, discipline and an effective marketing process.

But if you have a remarkable product and great marketing, that’s the key to successful niche business ownership.

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Improve Quality Score with Focused Ad Groups | Google AdWords Quality Score