Ongoing updates of Google’s algorithm are merging the borders between AdWords and SEO. Where once upon a time a high Quality Score could be attained simply by having your AdWords keyword mentioned on the landing page of your ad several times or in an H1 or H2 Heading, things are now much more complicated.
Google’s algorithm has been developed to achieve the most topical results in the SERPs (search engine results pages), but the evolution of this has also affected the perceived “landing page quality” – a measure of relevance, for many AdWords advertisers.
In case you’re not familiar with Google’s Quality Score metric, it can be viewed by hovering over the little speech bubble under the Status heading, on your Keywords page. This metric is an indication of how relevant Google believes each individual keyword is, to the content on your landing page and entire website.
Without going into too much detail, essentially if you improve your Quality Score, your average cost per click (CPC) will be lowered. This stops irrelevant ads showing up under any particular search term. Say for example you run a Google search for “SEO Brisbane”. You don’t want an ad for eBay showing up just because they’re decided to list that as one of their keywords, do you? Google have recognized this and essentially punish companies with lower Quality Scores by increasing the cost of running their AdWords ads. If your Quality Scores are too low, your ads won’t even be allowed to display.
By designing AdWords to run like this, Google are encouraging more relevant advertisers and discouraging those who are not (and the people who don’t really know what they’re doing). So obviously what every advertiser wants is to increase their relevance and reduce their CPC! On page optimisation of your website will now not only help your SEO by improving your organic rankings, it will also improve your perceived relevance to your keywords and reduce your AdWords costs per click.
Here are some tips on what you can do to improve your on-page optimisation.
- Ensure all META descriptions (up to 160 characters) and Title Tags (up to 70 characters) are filled out and include some of your keywords. Don’t keyword stuff though!
- Remove “Welcome” from any Heading Tags on your website (this is a very common mistake), and include some of your keywords in the H1 and H2 Tags, without overdoing it and making the site appear spammy.
- Make sure your keywords, variants of those keywords and related words are all included in the content across your entire site, but especially on the landing page of your AdWords ads.
- Insert Image Alt Tags to realistically describe what any images on your site are. Some of these should include keywords.
You can also do some link building to the specific landing page using your social media account of other SEO methods. This will also help Google see how relevant your site is to your keywords and give that page a boost in the organic SERPs as well as help your Quality Score. If you need more specific assistance doing this, speak with the team at BrisDigital who will be able to offer guidance on boosting your SEO (and therefore Quality Score as well).
Once you have made all the listed changes you will notice over the following weeks that your organic rankings will likely improve, and your Quality Scores will too. This will result in a gradual reduction in your cost per click giving your better value from your investment. If you are currently running a successful AdWords campaign and you haven’t optimised your website, now is the time to do it. Not only will this allow you to get more clicks from your budget, but your AdWords ads will also rank higher above some of your competition.
If you would like more information on improving your Quality Score or anything to do with PPC advertising, get in contact with us via phone or through the contact form on this website.