Marketing results can be pretty unpredictable many times. Well, some people say that such is the case ALL the times. Despite creating content factory, significant spend on PPC, hosting a variety of Landing Pages — you may not get the desired results.  It can become very  frustrating  and marketers may start wondering why shouldn’t they just quit.  That’s a very normal thought. But in world of Digital Marketing — persistence and continual improvement are two virtues that make all the difference.  Number of people have written about these virtues and I don’t want to repeat them.  Here I am attempting to highlight the importance of persistence  in marketing through an Ode which is based on the famous “Don’t Quit” poem by an unknown but great author.

ode to marketer's spirit and marketing challenges

What is Google Adwords Quality Score?

Google Adwords Quality Score measures the quality and relevance of your ad campaigns, keywords and landing pages from a visitor’s perspective. It is a dynamic variable calculated for each of your keywords. It reflects your keyword’s Click through Rate (CTR). A high Quality Score means your keywords are most relevant to the users’ search query and more effective for your ad campaigns. It also helps your ads to rank higher and reduce the Cost per Click (CPC).

How does Adwords Quality Score works?

Imagine yourself looking for an apartment near to any of the prime locations of your city with a car parking space. You type-in a search query on Google that says, “Buy apartments near South City with car parks.”  


So an ad that writes, “Apartments near South City”, might interest you. Plus if the ad contains two more lines saying, “Spacious 3 bhk Apartments, car park & lawns. Now 20% off on brokerage”, you may even click on it to know more about the offer. The landing page that you see elaborates the features of the offer and you get interested to see the flat. So, you dial the contact number of the estate agent, call him and book a visit to the demo flat.

In other words, you got exactly what you were looking for. Google aims to achieve the same  for every time and considers this as an ultimate user experience. Thus, Adwords Quality Score helps you to customize your ad campaigns, in order to give your visitors the same experience. So that they keep coming back to your site again and again.

Adwords Quality Score for each keyword is calculated looking at variety of factors. It might range from 1 to 10, with 10 being the highest and 1 being the lowest. Higher the Quality Score, higher will be your ads position and lower will be the ad cost. This will eventually make your ad successful.

So now let’s discuss some tips that would help you increase your Adwords Quality Score. The image below, highlights the important factors that determine Quality score on Adwords.

Google adwords quality score tips to improve ad performance

Tips to Increase Adwords Quality Score:

1. Divide and Rule your Keywords:  Divide your keywords list into smaller and more targeted Ad groups. Better keyword grouping helps you get better quality score. Select 8-20 closely related keywords and insert them in a particular ad group.

For Example: If your business offer is about “Beautiful Beach Houses in Goa” you should group max. 20 keywords that are closely relevant. Like “buy beach houses in Goa” or “Goa beach houses for sale“, etc. You can see that the keywords have the terms ‘Goa’ and ‘Beach houses’ as the main denominators. Whereas the target customers are those who are at the verge of buying.

2. Relevance, Relevance, Relevance: It is utmost important that you keep the relevancy intact in the ad campaigns, keywords and the landing pages. Ad relevance, Keyword relevance, Search relevance, and the CTR are evaluated by Adwords to determine the Quality Score. Thus, without fail you have to stick to the main objective of the ad campaign and keep all the contents, keywords and messages relevant to each other.

Make sure you mention the objective clearly on your ad campaign and even on the landing page. Use the focus keyword (like ‘Beach Houses in Goa’) in your ad copy, display url, landing page headlines, text and SEO.

3. Good CTR is ‘Most Wanted’: Click through Rate is the most significant factor that influences the Adwords Quality Score. It measures the number of times your ad has received a click in comparison to the number of times it was shown on the page. The more targeted and relevant your ad is, the higher will be your CTR. High CTR will definitely increase your Adwords Quality Score. 

4. Experience of your Landing Pages: Adwords Quality Score is influenced by another important factor called Landing Page Experience. I have already discussed this point in another blog post. So, you can click on the link to read it.

5. One Copy for Each Ad: Create relevant ad copy for each ad group to help make your campaign more targeted. While you do that, do not forget to use the tips I have mentioned above (Tip #2). Match the title, ad text and display url and use the same keyword in them. Note that your display URL does not need to match the destination URL.

6. Test & Modify Ads in a Group: It is a good practice to create at least 2 or more ad copies for each ad group with different CTAs and message. This will help you test your ad copies better. You can opt to keep the best performing ad copy for the ad campaign while you delete the rest. Improve that ad copy to get more CTR and therefore increase your Adwords Quality score. Well, you should  keep all the ads running for a minimum of three to four weeks. This will help you collect enough data to compare their performance. 

7. Do it, the Geographic Way: The geographic location of your ad campaign and the target audience play a significant role in determining your Adwords Quality Score. Marketers must have experienced it quite a few times while campaigning for their product in different locations. Sometimes specific campaigns are more successful in one location. While it may fail to perform well in another. This happens because the product or service that the campaign offers may not be relevant or useful for people of that region. So you might receive less CTR and your Quality score might go down. This proves that choosing a specific location to run your ad campaigns is important.

So get going and make your ads more relevant. Start getting more clicks on your ads and take your business to new heights.

Also read:

adwords quality score

In our last post of the series ‘How to Start Blogging – A Guide for Small Businesses’, we answered the most common questions you might have in your mind about kick-starting your blog. In today’s article ‘The Best Blogging Platform for Your Business’, you would be introduced to the different platforms you can use to start blogging.

The best blogging platforms for your business 

best blogging platform - WordPress

1. WordPress 

Self-hosted is the best blogging platform in our book. It is easily the most popular platform for business blogging and not without a reason.

Tick It is easy to use.
Pros Built for hosting blogs.
Pros It has free and paid plans, depending on how you wish to use it.
Pros There is an enormous community of developers, enabling rich features on your blog.
Pros WordPress is very flexible and more customizable than any other blogging platform.
Cons of TypePad as a Blogging Platform You might need some more technical knowledge to set a blog on WordPress than on the other platforms that would follow.
Cons of TypePad as a Blogging Platform If you want your own domain name, independent of .wordpress you would either have to pay WP or a hosting service to host it. This is no biggie, if you compare the cost to all the benefits you get in return.

Who can use – Everyone: Businesses and Individuals (both technically knowledgeable and newbies).  

WP is easy to set up. However, if you are completely new to the world of blogging, you might still find it taxing. Therefore, before we start discussing WP set up (don’t worry, I will devote at least 3 posts to it), let us discuss the other options available to you.


best blogging platform - blogger

2. Blogger 

Blogger is Google’s blogging platform, and is comparatively easier to setup than WordPress, but has limited functionality. You cannot customize it completely for one (even after purchasing a custom domain).

Pros It is very easy to use, You need no technical knowledge.
Pros You do not need to spend on hosting as Blogger takes care of that.
Pros One good thing about Blogger is that you can link it to your Google + profile (and other Google products too). That would give your blog the credibility and visibility (on search engines) that comes by putting a (Google authenticated) face to your website.
Pros You have access to some basic blog traffic Analytics (like, the No. of Visitis on your Website, the source of visits etc.). However the insights are not enough for a full fledged business blog
Pros There are some SEO options available in Blogger now, so with some SEO knowledge, you can boost your blog’s visibility.
Cons of TypePad as a Blogging Platform Even with the many widgets available on Blogger, the features are nowhere near what WordPress offers, therefore you have less options for customization. The reason is simple; there is a huge community of helpful WordPress developers, who continuously develop different plugins to enable more functionality on your blog.
Cons of TypePad as a Blogging Platform The Blog dashboard is not as intuitive as WordPress (this could just be my personal opinion, though)

Who can use – Blogger is good for individual bloggers, and alright for small business blogs. However, I would not recommend it to businesses, who want blogging to become an integral part of their online marketing strategy.

3. Tumblr

best blogging platform - tumblrSome businesses love it, others hate it. I would say ‘to each his own’, if there wasn’t a pattern. There is, and an obvious one. Its layout with big pictures makes Tumblr visually appealing. If you run a business where you can entice the visitor’s visual senses to successfully sell, Tumblr is what you want.

To put it plainly, if you are a visual artist, a chef, or something similar, where showcasing your work through pictures would work, Tumblr is the place for you.

Pros Very easy to showcase your product in pictures.
Pros Free Developer Hosting
Pros The Tumblr community is very interactive; being good at what you do, plus being interested in what others have to say would certainly pay off.
Pros Tumblr Directory – This is a great option, where your blog would get listed according to categories. So, if enough people recommend your posts for ‘Painting’, you would be featured right on top in the category.
Cons of TypePad as a Blogging Platform Not considered good for SEO.
Cons of TypePad as a Blogging Platform Long blocks of content don’t work well on this platform. A witty line with a picture would work better than a long detailed post. So, your choice to choose Tumblr would depend on what your requirements are.
Cons of TypePad as a Blogging Platform Good luck trying to sell something ‘boring’ on Tumblr.

Who can use – Visual artists of any kind, or any business who wants to post a lot of attractive visual content. It would work well to target a younger age group too. 

best blogging platform - typepad

4. TypePad

This is another blogging platform used by businesses. The loyal TypePadders like to boast about the great customer support.

tick It has developer hosting, so no hassles there.
tick There isn’t any storage limit.
tick All TypePad users love it for the customer support that they get; all the back end activities are handled by TypePad.
tick Allows you to upload posts directly from your computer.
Cons of TypePad as a Blogging Platform Though there is a 2 week free trial for all the subscription plans, there is no free plan at all.

Who can use –
 Anyone, who doesn’t mind spending $15 per month. Seth Godin has his blog on TypePad, so there has to be something there. Check it out; take a trial, and see if it fits your business needs.

There are many other platforms dubbed ‘the best blogging platform’ by different businesses. Best blogging platform for you would depend on your business requirement. Our opinion is skewed towards WordPress only because it has worked perfectly well for all our clients. Stay tuned; I would discuss how you can get started with WordPress in subsequent posts.

Tell us about the best blogging platform that you have used!

Happy Blogging!