PPC Blog: Keyword Research

8 Important Ways to Qualify Your Paid Search Prospects

Recently, a client wanted to remove qualifying elements from their text ads on the Search Network. We had been using terms in their ad copy, such as “for corporate groups” and “for 50+ people” to help make our target audience clear.

However, the client started to feel that those qualifiers had become unnecessary. They wondered if we couldn’t make better use of that ad text space.

It’s true, we had been using those qualifiers for a long time—but for good reason. We felt that they were a critical part of turning away irrelevant ad clicks.

But the client wanted to test whether those qualifiers were still necessary, so we agreed.

qualify paid search clicks

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Low Quality Score: A Series on How to Revive Your AdWords Account. Part 2: Keyword Strategy

Last year, we took on a client in dire need of a campaign overhaul. Their Adwords account needed major mending due to Quality Scores of the lowest kind. It would be an uphill battle but we were intrigued and up for a challenge. If you missed it, please read Part 1: Quality Score Killers.

Keyword Strategy

After pausing all of the old campaigns, we got to work on our strategy, keywords first.

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Low Quality Score: A Series on How to Revive Your AdWords Account. Part 1: Quality Score Killers

Last year, we took on a client in dire need of a campaign overhaul. Their Adwords account needed major mending due to Quality Scores of the lowest kind. It would be an uphill battle but we were intrigued and up for a challenge.

Part 1:  Quality Score Killers

Although there are a few different factors that can and will cause low quality score, the main issue with this account was that the keywords were extremely broad causing very high impressions with little to zero clicks. In addition, they were advertising on both the Google Display Network as well as the Search Network within the same campaigns which aided in increasing the number of impressions with very low click through rates. Very low click through rate (CTR) is a quality score killer.

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