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What Is Google Ads Quality Score?

What Is Google Ads Quality Score? 1920 1280 admin

The Quaility Score metric maybe something you’ve seen or heard about in regards to Google Ads but what exactly is it all about?

In simple terms the higher your quality score the more cost effective your pay-per-click spend can become. You can even save money by improving your score by increasing the relevancy of your campaigns.

When you run a standard paid search campaign in Google Ad (previously Google AdWords) each keyword is given a Quality Score out of 10. This score changes over time based on a variety of factors.

What factors affect Quality Score?

Your ads click through rate (CTR)

The CTR of your ads is the % of people who click on your ads after seeing them. Your CTR is a good measure of how relevant your ad text is to your target keywords. Ensuring you have set up effective ad groups with engaging ads is essential to hitting a good CTR.

The content of your ads

The actual wording of your ads should closely relate to the target keywords you want to display for. The sounds far easier than it is as it’s quite challenging for your keywords to be present whilst also using copy that delivers your messages and attracts clicks.

Your landing pages

The landing page is the page on your website that you identify you want the user to land on after clicking an ad. Google judges your landing pages on the relevancy of the content and the overall user experience, including load time. It’s absolutely vital to use a landing that closely reflects the keyword a user has used to find one of your ads. The landing page should also produce conversions and be very sales orientated. It’s advisable to use dedicated pages away from your main website where you can test special offers and different page layouts.

How does Google work out ads positions?

Your Quality Score along with your maximum cost-per-click (CPC) are the determining factors Google uses to work out your Ad Rank for search campaigns. Although, you need to have a reasonable Quality Score for your ads to even enter the Google Ads Auction.

Ad Rank = CPC x Quality Score

Taking the above calculation you can quickly see how simply entering a high bid isn’t enough to regularly appear in the top positions. It’s also makes it more clear how advertisers can actually spend less and still increase their ad positions.

Google conveniently gives you clear information on how it’s grading each part so you can identify places where you can make worthwhile improvements.

You can’t buy the top positions

When working on your campaigns it’s not recommended to focus on changes that will improve your Quality Score. Instead, you should take the position that you want to improve your campaigns structure and content relevancy, and if you’re doing the right things improvements to your quality score will follow.

You’ll also be wrong to think that having a high Quality Score will also mean you’ll end up with with a high performing campaign. The position your ads appear in relates to your Ad Rank (as we’ve already discussed), and as the early caluclation shows, key a part of achieving a strong Ad Rank is your keyword bidding (max CPC). As is the case that your ads won’t show if your Quality Score is very low, they also won’t show if your budget and bids are not high enough.

Thanks to the Quality Score metric you can now longer simply bid your way to the top positions with little effort or thought put into your wider campaign targeting and website as a whole.

What’s paid search and how do I get a slice of the action?

What’s paid search and how do I get a slice of the action? 1920 1080 admin

Competing to get new customers online can be a daunting prospect. It doesn’t matter how shiny you think your website is, if none of your target customers can find it when doing their research it’s not going to attract new customers. That’s where pay-per-click advertising can help.

Depending on your industry you’ll likely have some big competitors with a lot of marketing know how and it may seem like they dominate the online marketplace. That’s where an effective Google Ads or wider pay-per-click strategy can get you in on the action. You can quickly engage your target customers and get them to start thinking about your products and services.

Google Paid Ads

The beauty of a paid ads campaign is that you only pay when you get a result, which in this case is a click through to your website. Using effective targeting you can ensure your ads only appear to the most qualified users. Google Ads filtering allows you to combine geo-targeting, keywords and basic demographics to ensure your ads only appear in front of relevant people.

A basic Google Ads campaign allows advertisers to instantly appear at the very top of search results without needing to adopt any risky marketing strategies. The search results below the paid for positions are the “organic” results which will generally be dominated by larger competitors. They are more cost effective but often involve long term investment to build and maintain.

Paid Visitors vs Organic Visitors

The simple difference is that you can pay for instant search engine visibility or organically build rankings in the natural search results. Organic growth takes a lot of SEO expertise and long term content enhancements. Building paid visitors is much quicker, and in fairly terms, easier.

Organic growth involves planning and executing a successful content strategy and ensuring your website is fit for purpose which meets with Google’s latest algorithm updates.

A PPC campaign allows your business to appear just above the top organic ranking but running a cost effective paid campaign takes more than just having a big budget. Google rewards websites that provide useful and engaging content. By ensuring your keyword targeting, ad content and landing pages are in sync with each other (and are set up to build conversions) it can actually result in you bidding less to appear above your competitors.

How does the Google auction work?

As we’ve already alluded to in order for your paid ads to appear you tell Google how much you’re willing to pay for a click on each individual target keyword. You’ll likely have a large range of bid amounts across your campaigns depending on the competitiveness of the keyword in question or what value you put on a customer enquiring about a certain product or service. It’s natural to assume that you’d be willing to pay more for a website visitor looking for a high value service over something more low key.

If you bid high enough your ad will appear alongside other advertisers, however the position your ad appears in is firstly down to the amount you bid but also your ‘Quality Score’. The Quality Score is a metric Google uses to judge how effective your keywords, ad text and landing pages are going to be. The higher your quality score, the more likely it is your ad will appear. Plus, if you have a higher Quality Score than your competitors you should be able to regularly appear in the top positions for a cheaper click cost.

It may sound complicated and often it is but in simple terms the Google Ads auction isn’t just about being the highest bidder. If your Quality Score is too low your ads won’t appear at all regardless of how much you bid on a keyword.

Achieving the best return on investment

You may have done extensive keyword research and created highly engaging ad text which attracts lots of clicks from potential customers. The key to converting your paid for visitors now is your landing pages – i.e. the web page visitors land on after clicking one of your ads. 

It’s common practice to create dedicated landing pages for any PPC campaign that are separate to your main website. Unlike achieving strong organic rankings, an effective PPC landing page isn’t just about content. The words on the page are important to your Quality Score but any landing page can be much more about driving sales.

A high converting landing page not only looks great but also includes some kind of special offer and a clear call to action – such as a quick enquiry form. It’s also common to test the response of different page layouts or different offers in order to maximise your return.

Here’s our top tips of creating the best landing pages:

  • Keep your page designs simple. Content will be easier to read and users won’t have to wait too long for the page to load.
  • Include a special offer and clear call to action near the top of the page.
  • Don’t use big blocks of text, bullet points are more effective.
  • Test different versions to achieve the best ROI.

Remember, the more successful your ads are the more money you’re going to spend. So as well as building a great user experience on your website you should also ensure you set affordable daily budgets and bids of each keyword within the Google Ads dashboard. Costs can quickly mount up once you start running PPC campaigns on competitive keywords.

Top Free Plugins For WordPress

Top Free Plugins For WordPress 4627 2987 admin

Having a WordPress website is ideal for any webmaster regardless of their skill and experience of website development. For the experts WordPress provides an instant platform through which to introduce more complex functionality and customisations. For a beginner WordPress provides an incredibly easy to use platform that allows for simple content updates and new pages in a few clicks.

WordPress also has a vast library of plugins many of which can instantly transform the way your website works without having to type a single line of code.

If that wasn’t good enough, then what’s even better is that many great plugins are either free or have a free version which provides a host of useful features.

We love WordPress and below we’ve provide a top 10 must have plugins that are either free or come with a free version. Some make your website more secure, some make it work better or improve SEO and others introduce awesome functionality.

1. Wordfence Security

Website security is more important than it’s ever been. The free version of Wordfence security is a must for any diligent website owner.

Wordfence will regularly scan your website for security threats and suspicious code, and in making cases provide a simple on click option to remove them. The plugin will also email you a summary of every daily scan.

Learn More

2. Elementor

Unless you’re a competent coder or are happy spending time doing it, you’ll need a page builder in order to create engaging web pages. Elementor is an easy to use content builder which includes a host of drag and drop modules to create great looking pages.

Get detailed control over every element of a page through an intuitive interface and get access to host of ready made page templates.

Learn More

3. Contact Form 7

Contact Form 7 is one of the most downloaded plugins of all time – and for good reason. Using Contact Form 7 you can easily create both simple and complex contact forms that can be simply placed on any page using a shortcode.

The best bit is that’s totally free, you get all the functionality you need straight away.

Learn More

4. Ting PNG

The time it takes for your website to load is now an important factor Google takes into account when deciding where to rank your website. Compressing your images is often a quick way to instantly gain more performance.

Tiny PNG can do this job a few clicks. The free version gives you 500 free compressions per month which is often more than enough for a small website.

Learn More

5. Lazy Load

Another quick to increase your PageSpeed score is to introduce lazy loading. This delays loading images below the fold of the page until the user scrolls. This results a quick initial load of your pages which Google loves.

Learn More

6. All In One SEO

A simple yet comprehensive seo plugin for WordPress. It’s easy to set up and perfect for both beginners and expert SEO users.

Easy add your seo tags to every page and create your sitemap ready to submit to search engines.

Learn More

7. Broken Link Checker

Broken links are those that point at pages that don’t exist. It could be that you’ve incorrectly added a link or removed pages without adding re-directs. Either way a ‘404’ error is bad for usability and will mean search engines find dead ends whilst crawling your website.

Broken Link Checker does a simple crawl of your website and will produce a list of broken links. You can then work to remove them.

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8. Redirection

The Redirection plugin is an easy way to manage 301 re-directs and this easy to use plugin is ideal for any sized website.

If you find yourself having to remove pages from your website you should always redirect these links to a relevant live page. This avoids users being greeted with a page not found error and keeps the search engine crawler bots happy.

Redirects are always highly useful if you were to be replacing an existing website with a new build. There will undoubtedly be removed pages or changes to link structures – and these can be easily ironed with Redirection.

Learn More

9. Updraft Plus WordPress Backups

In today’s climate it’s absolutely vital to get regular backups of your website, especially if you are constantly making updates (as any good website owner should!). The magic of a backup is that if anything goes wrong you’ll have a working copy on file.

Updraft Plus introduces a really easy way for any WordPress website to create a back up. These can be stored either on your server or in a cloud platform such as Dropbox or Google Drive.

If you ever need to restore a previous version this can be achieved through a simple click.

Learn More

10. WooCommerce

WooCommerce is one the world’s most popular eCommerce platforms. If you want to introduce an online shop to your website and begin selling products, then WooCommerce is the plugin you need.

A basic implementation of WooCommerce is free and this will provide you with everything you need to start selling. However, there are many other free and premium extensions (for relatively small costs), that can introduce a host of extra features.

Learn More

11. MailChimp For WordPress

MailChimp is pretty much the most popular email marketing platform around. Using the MailChimp For WordPress plugin you can create great looking subscriber forms that seamlessly sends the users email address to your mailing lists on MailChimp.

Learn More

Instantly compete with national businesses through pay-per-click advertising

Instantly compete with national businesses through pay-per-click advertising 1920 1280 admin

We’d always recommend search engine optimisation as a long term digital marketing strategy. However, when it comes to small or new businesses wanting to grab an immediate market share pay-per-click (PPC) advertising can massively increase your brand exposure.

If your a small business owner wanting to dip your feet into paid search or paid social media campaigns check out the following tips of why it can be highly effective.

What is Pay-Per-Click Advertising?

In regards to search engines, PPC advertising is a strategy where advertisers create adverts and complete against other advertisers by bidding to appear to users searching for a particular search phrase. The advertiser inputs a campaign budget and individual bid of each target search term, with them being charged every time their advert is clicked.

The amount each click costs depends on the maximum amount the advertiser is willing to pay and how competitive the search term is. By this we mean how many other advertisers are bidding on the same search term.

Other PPC advertising methods include Google Shopping and forms an important part of paid advertising on social media channels including Facebook, Twitter & Instagram.

Pay-per-click advertising is ideal for new websites to gain immediate traction and for lesser known brands who struggle for search visibility to appear alongside big business.

Develop an awesome pay-per-click campaign

Landing Pages

The key to small businesses competing with big competitors through PPC is to firstly develop a great website that users can instantly engage with. When you develop your PPC ad you will select a ‘landing page’ – a term you may be familiar with. In simple terms the landing page is where you direct users to but in practice is crucial to not only converting visitors but also keeping your click costs to a minimum.

Your landing page should look great on all devices, be highly relevant to the search the user performed, include a clear call to action and ideally a special offer or promotion. You’ve paid good money for this visitor so you’ll want to everything you can to generate an enquiry or sale.

Google Ads uses a metric called ‘quality score’ which in simple terms ranks your advert and landing page out of 10 using a variety of scores including how relevant and engaging your landing is. Having a low quality score drives you click costs up especially if your competitors have a better one.

Keyword Selection

Secondly, you must use a variety of research tools and your own understanding of your target audience to select keywords and phrases that will likely result in customer enquiries. With search advertising you will be bidding on keywords against other advertisers, this is where your hard earned money will be spent so ensuring you’re only paying for relevant searches is crucial to a good ROI.

You’ll want to select keywords that high commercial intent, rather than just simply being relevant to your business. Only bid on search terms where the user clearly has the intention to either enquire or buy your services. For example, if you run a hotel in Cumbria you may select “book hotels in Cumbria” as a target phrase rather than “How many hotels are there in Cumbria”. The latter being a user who is simply researching the industry rather than looking to book a stay at a local hotel. It’s very easy to waste budget on keywords that are never going to produce results.

small business marketing

How digital marketing can help your new startup business

How digital marketing can help your new startup business 1920 1220 admin

So you’ve launched a new startup business in a thriving market place or you reckon you’ve created the next big thing? Great! You’ve already achieved what most could not. It’s a brave move and no doubt you’ll now have made a master plan to start making money asap.

Running your business will involve a million things that all require detailed attention. From managing products and payments to logistics, nothing can be ignored. However, many new startups overlook their marketing strategy especially if budgets are tight. But if your business strategy doesn’t include a budget for digital marketing, then you could be losing out on huge opportunities to build your brand, get noticed and quickly start selling to customers.

If digital marketing is does the right way and your precious money is spent effectively it can accelerate your business growth in many ways.

Position your new brand alongside established competitors

Many traditional advertising mediums such as TV, radio, billboards and local or national newspapers will be mostly dominated by the largest businesses in your marketplace. Many of these will have large annual budgets specifically dedicated to advertising in order to maintain brand awareness.

Traditional marketing is often also expensive and usually requires a large initial outlay in order to buy a package of ad positions. With all this in mind it can be virtually impossible for the new guy to gain traction.

With digital you can immediately grab a foot hold in any market, regardless of the competition. In addition, a great looking website that works well and provides everything you customers need can instantly give your start-up a big business image.

Using the correct digital marketing strategies you position your business alongside any other in your marketplace, it’s a level playing field for any business.

Digital marketing is completely measurable

How do you know if your marketing strategies are working?

The only way to track the success of your marketing is to measure the return you receive or customer engagements over time. Accurately tracking this using traditional advertising can be difficult.

How do you know if a customer enquiry came directly from a newspaper advert or local radio advertisement? Sure you could ask them but surely it’s better to use a marketing tactic that is complete measurable?

Every digital marketing method produces detailed statistics and user metrics so you can track each new order or enquiry back to their source.Using a whole range of analytics tools you can take the guesswork away and track your campaigns in real time. You can almost instantly know what’s working and what isn’t, and make quick changes for even greater success.

Even small budgets can produce a good ROI

For all small and new businesses cash flow can be critical. After you’ve paid all your overheads, suppliers and staff it can leave you with very little in the bank for your marketing. Earlier we discussed how easy it is to not consider marketing budgets, but the latest digital marketing strategies can be successfully utilised using even just a small budget.

Pay-per-click campaigns on search engines or social media can position your brand right in front of your target audience. Depending on your market or competition a click can cost from just a few pence and your campaigns will strictly stick to your allocated budget. Along with email marketing and seo no digital marketing strategy needs to cost the earth and you can produce a return many times more than your initial investment.

 

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