An Introduction to PPC – Part 3 – Creating Ad Groups & Quality Score

17 Rebecca D'Cunha

 

So in our last post we dealt with keyword research – so hopefully you’ve now got yourself a lovely long list of keywords. Now it’s time to organise them into appropriate groups.

You might remember in part three we talked a little about account structure. To give a quick recap, an AdWords account is structured as follows:

There are three levels account, campaign and ad group:

  1. Account – this is the top level, your adwords account has a unique email address & password for access purposes and your billing information.
  2. Campaign – A campaign is associated with your account. At the campaign level you set the daily budget, language & geographic targeting, distribution (where your ad is shown), when your ad is shown (e.g. particular days of the week, and timings) and if desired an end date.
  3. Adgroups – adgroup are associated with a campaign. At the adgroup level you select appropriate keywords and/or placements, set the bids for those keywords/placements, and create appropriate ads.

At the adgroup level you control which adverts are shown for which keywords. Ultimately, you want people to click on your ad, then go on to convert (e.g. buy your product / service; sign up; become a member etc, etc). It’s therefore important that the ad (or ads) that you show for your keywords are relevant.

Let’s imagine that you sell fruit online. You might decide that you want to bid on ‘buy green apples’. Lets consider the following ads:

Buy Green Apples Online                                                             
Golden Delicious, Granny Smiths &
More. Free Next Day Delivery!
Buy Fresh Fruit Online
Huge Selection of Fresh Fruit &
Free Next Day Delivery!

Clearly the first ad is more relevant to the ‘buy green apples’ query. It’s therefore more likely to elicit a click than the generic fresh fruit ad. When it comes of PPC relevancy is King, both for attracting visitors, but also because of the way paid search networks calculate the price you’ll pay per click.

Quality Score

Google calculate the price you’ll pay per click based on a number of factors all of which contribute to quality score. Google say:

“The AdWords system calculates a ‘Quality Score’ for each of your keywords. It looks at a variety of factors to measure how relevant your keyword is to your ad text and to a user’s search query. A keyword’s Quality Score is frequently updated and is closely related to its performance. In general, a high Quality Score means that your keyword will trigger ads in a higher position and at a lower cost-per-click (CPC).”

Understandably Google don’t want to reveal the precise weighting of their quality score formula, however the core components are:

  1. The click through rate (CTR) of the keyword and matched ad on Google (i.e. the number of times the ad has been shown divided by the number of clicks it has received)
  2. Account history – the CTR of all of the keywords and matched ads in your account
  3. Historical CTR of the URLs in your adgroup
  4. Landing page quality
  5. The relevance of the keyword to the ads in the adgroup
  6. The relevance of the keyword and the ads to the search query
  7. The account’s performance in the geographical region where the ad will be shown

By taking the time to create your adgroups appropriately you give yourself the very best chance of achieving a high quality score, which will mean your ads will appear in a higher position, and at a lower cost per click.

Creating Adgroups

Now there’s no ‘ideal’ number of adgroups – it really depends on the account.

If we go back to the example of selling fruit online, I would create an adgroup for each type of fruit which I sold – e.g. apples, pears, bananas, peaches, plums etc, etc. I would then also create other adgroups for more generic search terms like fruit, fresh fruit, dried fruit etc.

When I’m trying to split keywords into adgroups I just try to think about the ads which I’m going to create – e.g. it would be awkward to create a good ad which simultaneously do a good job targeting those who want to buy apples and those who want to buy pears – hence I’d split those keywords into two separate adgroups.

Well that’s all for this week, next time we’ll cover writing your ads and of course getting your campaigns live on Google.

Contact us now to receive more information about our PPC solutions 020 3813 7545.