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Ignore periodic study of Quality Score and you will hate Adwords

Posted by Neeraj
Ignore periodic study of Quality Score and you will hate Adwords

We need to ensure that the users who click on the adwords ads are genuinely searching for the product or service what we are advertising. For this, frequent study of quality score is proved to be very useful.

quality score metrics

When analyzing the performance of Adwords Ads, experienced advertisers look into two factors- Cost Per Click (CTR) and Quality Score. For a constant ad rank, the CPC and quality score are inversely related.

The three main metrics that make up a keyword’s quality score are

  1. Expected Click through Rate (CTR),
  2. Ad Relevance, and
  3. Landing Page Relevance.

Modification of CPC is only some clicks-on-the-keyboard away and easily adjustable. Hence the subject of this article is Quality Score, what Google wants from us and how you can improve the quality score.


How we can know the quality score and its factors for a keyword?

Go to the keyword tab in Google Adwords and add Quality Score column in the reporting interface. In keyword status column if you hover on the bubble, you will get a pop-up with Expected Click through Rate, Ad Relevance and Landing Page Experience.

The ratings with these 3 factors show you how your keyword is relevant to your ads and the landing page.

  • Above Average– You have achieved the highest rating.
  • Average– You have achieved an adequate rating.
  • Below Average– You have achieved a poor rating.

Let’s now study these 3 factors of Quality Score and reasons of its rankings.

It is better to study these factors one-by-one and find how you can improve overall quality score to get maximum return on investment. Improved quality score also means lower Cost per Clicks. But I am explaining them inversely for the reasons we should walk in this direction- Landing page experience- ad relevance- Click through Rate.

Landing Page Experience

On Adwords Support, Google says- (Landing Page Experience is) a measure that Google uses to estimate how relevant and useful your website’s landing page will be to people who click on your ad. Landing pages with higher ratings are usually well organized and have text that relates to a person’s search terms.

Sole purpose of a landing page is to convince a user to take an action what the advertiser wants. It is the second and final statement that we make. So it is very important to plan and prepare a landing page carefully. Google Adwords system analyses a landing page and rank it considering following points:

  • Relevancy of the landing page & information to the keyword
  • The originality of your page in respect of other advertisers
  • Accurate description of your product or services
  • A clean design and easy to use order form
  • Clear contact information and address
  • Loading time of the page
  • Navigation on the website or where the links on the page is taking the visitor

Ad relevance

Google Adwords Support page says- (Ad relevance is) a keyword status that measures how closely related your keyword is to your ads.

Keyword is the basic of a search ad and ad is the first statement made by the advertiser. Google has to decide displaying your ads to a user when he makes a search. So above average ad relevance is defining for click through rate. Often the actual search term does not exactly match the keyword but your ad is displayed because Google finds it related to one of the keywords. Therefore it is necessary to arrange keywords in ad groups and create many versions of ad copies closely related to the group of keywords. This way it is easy for Google System to understand your ads and their relation with the keywords.

Ads should not be grouped or arranged in a confusing or contradicting manner. You should also use different keyword match types. Periodically you should pause or delete keywords with below average ratings and add new keywords to the ad groups.

Periodically filtering keywords and ads is a good practice and it enhances the ad relevance in a major way.



Expected Click through Rate (CTR)

We can take Google’s definition of Expected CTR – (Expected Click Through Rate is) a keyword status that measure how likely it is that your ads will get clicked when shown for that keyword, irrespective of your ad’s position, extensions, and other ad formats that may affect the visibility of your ads.

It is the Google’s prediction taking into account how a keyword performed in past at a particular position. As this is based on keyword performance, Google assumes that the search term is exactly the same as the keyword. So if you think a search term in search term report is relevant, you should add them as exact match keyword.



Google factors in not only your keywords but also the other advertisers and it also eliminates effects of ad position and ad extensions etc.

We often overlook the small factors and become possessed with Clicks or CTR or Ad position or Quality Score. It is time to go back to the basics and see what small things we have missed. As an Advertiser or Adwords PPC consultant, we think that our work completes with good position of the ads and good CTR of keywords. But no! Ultimately what matters is conversion, so we need to ensure that the users who click on the ads are genuinely searching for the product or service what we are advertising. For this, frequently studying these 3 factors is proved to be very useful.

What is keyword match types? How often do you use match types in the Adwords Campaigns?

Posted by Neeraj
What is keyword match types? How often do you use match types in the Adwords Campaigns?

You should know and should use Google Adwords’ Keyword Match Types extensively to get high conversions at low Cost Per Click.

keyword match type

Google AdWords is a great tool for businesses looking to increase website traffic for business terms.




You have to find specific words or phrase your prospective clients or customers might search. Such words and phrases are called Keywords in Internet Marketing Terminology.

Then you have to calculate or decide what amount you can pay for one click for a keyword to generate a money-making lead. You should always have in your mind that Adwords or Advertisement should bring such leads which are likely to convert.

How you decide your keywords and how much time and effort you have invested in deciding the keywords is the key to success of your Adwords Campaigns.

Google Adwords provides you to create and test many types of keywords which match the search queries, your prospective clients or customers generally use.




Understand the Keywords Match Type Options Available in Google Adwords

Broad Match

Broad Match Keywords are the keywords without any rules. You put the business terms and set a CPC. Now it is upto Google to show your ads to a large number of searchers using combinations and permutations. Google will include variant terms of your keyword, including misspellings, synonyms, similar searches, and more.

For the keyword, PPC Consultant Delhi, Your ads will be shown to people who are searching PPC Consultant Delhi, PPC Consultant, Pay Per Click, Adwords Consultants in Delhi, Adword Services, PPC expert in Delhi, PPC expert at Delhi, Delhi PPC consultant and many more. These all keywords are broadly related to your service. But sometimes, the ads may appear for ‘Consultant in Delhi’ or ‘PPC pipes’. This is unrelated impressions and they may cost you heavily if searchers click on them.

Phrase Match

Phrase Match will get your ads to appear in more specific ways. Using Phrase Match allows Google Adwords to include only some variations in terms and restrict the appearance of ads for your targeted long tail keywords. There may be other words in the search term but the order of words of the keyword cannot change.

For example, phrase match for ‘PPC Consultant Delhi’ will allow your ads to appear for PPC Consultant in Delhi or PPC Consultant Delhi India or Best PPC Consultant Delhi for Travel Agency etc. but will not include the terms ‘Delhi PPC Consultant’ or ‘Delhi Consultants for Google PPC’.




Exact Match

Exact Match takes you to another level when you specifically know for which terms you want your ads appear. The keyword a user uses must match up EXACTLY with the keyword you targeted in order to appear. This is the best option to appear for your most profitable keywords if you know the keywords users are finding your site from search and convert.

For [PPC Consultant Delhi], your ads will appear for only this search term. It will not appear for Pay Per Click Consultant Delhi or PPC Consultants Delhi. So you must give attention to plurals and other variants and if they are profitable, you have to add these keywords also as exact match for your campaigns.

Modified Broad Match

Modified Broad Match is a match type that is generally ignored. It is similar to Broad Match but ensure that the main words of the keywords are not lef out. Your keywords can still appear in users search in any order but all + words should be in the long tail keywords.

For PPC Consultant Delhi if you plus PPC, Consultant & Delhi, the ads will appear for ‘Delhi PPC Consultant’, ‘PPC Consultant in Janakpuri Delhi’, ‘Best PPC consultant Google Partners in Delhi’. PPC Delhi or Delhi Consultant etc. will be ignored.

Testing different keyword match types is important. People search in different ways, and it is impossible for anyone to finalise all of the different keyword variations.

Google Adwords offers you to select a “keyword match type” to define your keyword or phrase, which helps broaden or narrow the opportunities when your ads will show up in search results. Tweaking your match type can affect the results of your ad campaigns. The best suggestion is to simply play around, test match types with keywords, phrases, ad copy, and more, and see what your results are.

It is a time taking actions and should be left for Adwords experts to take care of…

Use Google Adwords Ad Extensions to Increase Click Through Rate (CTR)

Posted by Neeraj
Use Google Adwords Ad Extensions to Increase Click Through Rate (CTR)

What are the main types of Ad extensions in Google Adwords? How do they affect overall performance of a campaign? Why did Adwords feel the need of such additions in the basic text ads?

Text ads with different ad extension on desktop and mobile

Google Adwords provides fixed format for its Ads. Google’s Text ads have 4 basic visible components- Title, Display URL, Description Line 1 and Description Line 2.

And Google has, to standardize the format, restricted length of these 4 components. It limits the length of

  • Ad Title to 25 characters
  • Display URL to 35 characters
  • Description Line 1 to 35 characters and
  • Description Line 2 to 35 characters.

Here the characters include space and punctuation and other special characters. But Google Adwords needed more formats to make the ads more catchy, informative and appealing to the searchers or viewers. Hence Google Adwords Ad Extensions.

Needs of Ad Extensions for Google Search Text ads

In print or other digital media, there are no limitations of space. Advertisers can pay and get more space or time to tell a viewer anything and everything about his product or services. So Google needed formats which in the restricted viewable space on a web page or mobile screens can give more information and provide users with ease. It was also necessary to compete with the traditional advertisements.

Google Adwords provided ad extensions to enable advertisers to increase the usability, performance and conversions by adding more details in the ads. But Google has kept the power of displaying all, some or none extension with it. Google shows the extensions according to pre-programmed criteria which depend on screen size, search terms, ad position, type of devices etc.

Types of Google Adwords Extensions available in Text Ads

  1. Call Extension

Most used Google Adwords Extensions is Call extension. Online Advertisers can use the contact number of businesses as a call extension. This call extension is displayed with ads when Google finds it appropriate. The contact number is shown beside the title of ads in bold at top or below positions. In ads at the right hand side, the number is shown just below the ad title. The viewer can see, type and dial the number and you know you will cost nothing.

On mobile or devices, this number or direct call button may be shown. This facilitates user to tap it and make a call. This click just costs the advertiser the amount same as a normal Cost Per Click.

The most important matter for an advertiser is that this call extension saves space equal to 11 characters in the body text. And Google also prohibits us to put call number in ad title, descriptions and display URL. We can use this space to write a Call to Action, more details of your offerings etc.

  1. Link Extensions

If the Landing page is a part of the actual Business Website (and Google always wants and instructs this as the best practice), you can add other important pages of the sites as link extensions. These pages can be About Us, Our Clients, Our Team or Business Blog. The format of these link extensions is same as the main ad- Title, Link, Description line 1 & 2. These links are shown below an ad if Google finds them appropriate. The maximum number of such links shown cannot be more than 6.

A searcher can click on a link extension and go to a sub-page. This click costs an advertiser the same CPC (Cost Per Click). For an advertiser like me, the best thing is that these ads capture more area on the page and push competitors’ ads below, provide more details of my business to a viewer and can compel a visitor to click with more options.

  1. Callout Extensions

These extensions are not being used by many advertisers, but can prove to be a strong format to convince a viewer and convert him to be a visitor. These are 25 characters Descriptive words like the Low Cost PPC Service, Start for Rs. Just 6000, Weekly Reporting & Review etc.

More details mean more option to convince a viewer to click.

  1. Location extension

Google My Page is a free service from Google where you create a profile of your business with all information about your business such as Name, Contact Number, Office hours, Physical Address, website, etc. and Google after verifying the address list your business on Google Map and so such details on Google Search and Map Search.

Advertisers can add the location of your Business in AdWords campaigns in the Search, Display and Search with Display ads. People, who are searching your targeted keywords, may be shown a link of your business address and contact number with the ads. This makes people to click on the map link and get more details. On mobile, the map can generate a navigation view to take the viewer to your office or store.

  1. Review Extension

Your business has been serving your customers and clients and so made a good relationship. The impressed and satisfied persons can write about your business on online media. Such reviews can boost your credibility.

Google Adwords, as Review Extensions, provides you a fantastic opportunity for you to show such online reviews from third party websites with your ads.

Besides these automatic extensions added by Google to your ads and other types of extensions makes your ads more promising and can generate more business.

Now move to the two examples on the top of these extensions in the Desktop and Mobile.

Therefore friends, if you are an advertiser, do include Google Adwords ad extension in your strategy. This will generate you more valuable traffic, leads and business. When we are advertising online, we should use all the opportunities provided by the advertising platform. This makes your ads more promising and converting.

If you are a business owner and has hired or are hiring a Google Adwords Professional or Agency to do advertising on behalf of you, do ensure that ad extensions are being and the professional is following Best Practice of Google Adwords. This will ensure that you are getting the most from Google Adwords for your hard earned money.