Tweak, tweak, tweak, tweak. If you want optimal results from your paid search program, that’s what you must do. Tweak, tweak, tweak, tweak.
You can build a successful paid-search advertising campaign using sound fundamentals, but you need to be willing to monitor closely and make adjustments continually – if you want success to last or increase. Tweaking for success will cause the Google Gods to smile down upon your ads and lead to better placements. We talk about this approach in “Want to Raise Your Google Quality Score? Shut the ‘Set It and Forget It’ Mindset,” which was originally published on The Social Media Monthly (January 21, 2015.)
In that post, we explain the five factors that greatly influence your ad’s Quality Score:
- Click-through Rate (CTR)
- Ad Relevancy
- Keyword Relevancy / Campaign Structure
- Landing Page Relevancy
- Account History
In a recent workshop, we further described each of these factors and covered the three powerful ways you can influence higher Quality Scores.
- Improve CTR
- Improve Landing Pages
- Build Quality History
While the algorithms that drive search results change frequently, these factors and techniques continue to be important in helping you achieve optimal success with your paid search program … as long as you don’t “Set It and Forget It.”
Always be tweaking.
