{"id":11522,"date":"2019-03-20T11:15:19","date_gmt":"2019-03-20T11:15:19","guid":{"rendered":"https:\/\/website.clientdemoweb.com\/oggadoon\/?p=11522"},"modified":"2022-08-10T12:05:28","modified_gmt":"2022-08-10T12:05:28","slug":"keywords-quality-scores-ads-ppc","status":"publish","type":"post","link":"https:\/\/website.clientdemoweb.com\/oggadoon\/keywords-quality-scores-ads-ppc\/","title":{"rendered":"The Importance of Keywords and Quality Scores in Google Ads and PPC Campaigns"},"content":{"rendered":"\r\n<p class=\"wp-block-paragraph\">When you think about Google Ads\u2019 Pay Per Click (PPC) campaigns and their key components, keywords might be one of the first things that comes to mind. It\u2019s true that keywords, along with your ad copy, are just a couple of the most important factors in how well your campaign performs. Impressions, clicks, or click-through rates (CTR) will all be affected by the keywords you choose. Secondarily, Quality Scores will determine how often your ads appear, how much you pay for them, and the potential CTR. <br><\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Generally speaking, Quality Scores are fairly unknown, and many people don\u2019t understand how they relate to keywords and the overall success of a campaign, which is why we are breaking down the importance of keywords and Quality Scores in PPC Campaigns.<br><\/p>\r\n\r\n\r\n\r\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_43 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\">Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" area-label=\"ez-toc-toggle-icon-1\"><label for=\"item-6a216e2b73998\" aria-label=\"Table of Content\"><span style=\"display: flex;align-items: center;width: 35px;height: 30px;justify-content: center;direction:ltr;\"><svg style=\"fill: #4ab5af;color:#4ab5af\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #4ab5af;color:#4ab5af\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/label><input  type=\"checkbox\" id=\"item-6a216e2b73998\"><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/website.clientdemoweb.com\/oggadoon\/keywords-quality-scores-ads-ppc\/#What_is_a_keyword\" title=\"What is a keyword?\">What is a keyword?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/website.clientdemoweb.com\/oggadoon\/keywords-quality-scores-ads-ppc\/#How_do_keywords_work\" title=\"How do keywords work?\">How do keywords work?<\/a><ul class='ez-toc-list-level-3'><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/website.clientdemoweb.com\/oggadoon\/keywords-quality-scores-ads-ppc\/#Keyword_Matching_Options\" title=\"Keyword Matching Options\">Keyword Matching Options<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/website.clientdemoweb.com\/oggadoon\/keywords-quality-scores-ads-ppc\/#How_should_I_use_keyword_match_types\" title=\"How should I use keyword match types?\">How should I use keyword match types?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/website.clientdemoweb.com\/oggadoon\/keywords-quality-scores-ads-ppc\/#Where_should_I_start_with_keywords\" title=\"Where should I start with keywords?\">Where should I start with keywords?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/website.clientdemoweb.com\/oggadoon\/keywords-quality-scores-ads-ppc\/#What_match_types_should_I_use_at_the_start_of_a_campaign\" title=\"What match types should I use at the start of a campaign?\">What match types should I use at the start of a campaign?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/website.clientdemoweb.com\/oggadoon\/keywords-quality-scores-ads-ppc\/#What_is_a_Quality_Score\" title=\"What is a Quality Score?\">What is a Quality Score?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/website.clientdemoweb.com\/oggadoon\/keywords-quality-scores-ads-ppc\/#What_should_I_budget\" title=\"What should I budget?\">What should I budget?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/website.clientdemoweb.com\/oggadoon\/keywords-quality-scores-ads-ppc\/#How_do_I_plan_an_Ads_campaign\" title=\"How do I plan an Ads campaign? \">How do I plan an Ads campaign? <\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_is_a_keyword\"><\/span>What is a keyword?<span class=\"ez-toc-section-end\"><\/span><\/h2>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">A keyword or phrase is a search term that will trigger your ad, making it appear alongside Google, and its search partners\u2019,m searches. Keywords build the foundation of all campaigns should will shape your ad copy. <br><\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_do_keywords_work\"><\/span>How do keywords work?<span class=\"ez-toc-section-end\"><\/span><\/h2>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Keywords trigger ads and can be used in a variety of ways. You can set keywords to trigger on certain variations or matches of your chosen keywords, depending on how you set them up. For example:<br><\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Keyword_Matching_Options\"><\/span>Keyword Matching Options<span class=\"ez-toc-section-end\"><\/span><\/h3>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\"><\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\"><li>Broad match: Misspellings, synonyms, related searches, and other relevant variations.<\/li><li>Broad match modifier: All the terms designated with a + sign (or close variations of those terms) in any order. Additional words may appear before, after, or between the terms.\t<\/li><li>Phrase match: Matches of the phrase (or close variations of the phrase) with additional words before or after.<\/li><li>Exact match: Exact matches of the term or close variations of that exact term, with the same meaning.<\/li><\/ul>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">These variants, known as keyword match types, will determine the reach, frequency and relevancy of your ads based on the beaches of users.<br><\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_should_I_use_keyword_match_types\"><\/span>How should I use keyword match types?<span class=\"ez-toc-section-end\"><\/span><\/h2>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">As previously mentioned, match types affect when your ad will appear. Using broad match or the broad match modifier, your ads will appear on a variety of keywords and variations of that keyword &#8211; it\u2019s great for reach but sometimes you\u2019ll find your ads placed on irrelevant search terms and phrases.<br><\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Phrase match is better for ensuring ads are placed in more relevant search results, however it still needs to be closely monitored as words are still placed before and after the keyword.<br><\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Finally, an exact match is perfect if you have a great knowledge of exactly what people are searching for and the volume of those searches. With this, you\u2019ll guarantee that your ads are placed in those exact searches for your product and\/or service. <br><\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Where_should_I_start_with_keywords\"><\/span>Where should I start with keywords?<span class=\"ez-toc-section-end\"><\/span><\/h2>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Use the Keyword Planner, as it will give you similar search terms used by actual people, as well as the volume of searches, competition, and average lowest and highest bids. To learn more about how to use the Keyword Planner for PPC and SEO <a href=\"https:\/\/website.clientdemoweb.com\/oggadoon\/building-a-website-for-seo-success\/\">read our article \u2018Building a Website for SEO Success\u2019.<\/a> This should give you some inspiration that you can add directly into your ad group.<br><\/p>\r\n\r\n\r\n\r\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p>\u201cAn ad group contains one or more ads which target a shared set of keywords. You set a bid, or price, to be used when an ad group\u2019s keywords trigger an ad to appear.\u201d<br><\/p><cite>Google,  How ad groups work <\/cite><\/blockquote>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_match_types_should_I_use_at_the_start_of_a_campaign\"><\/span>What match types should I use at the start of a campaign?<span class=\"ez-toc-section-end\"><\/span><\/h2>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">It might be tempting to use exact match from the get go &#8211; and you can do this &#8211; but we suggest a testing phase where you go a little broader and collect data around what search terms your audience are actually using. Where possible, use phrase match to ensure your ads are appearing in relevant searches, particularly when you are paying for clicks. You might want to use a combination of phrase match and exact match to help improve your relevancy.<br><\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_is_a_Quality_Score\"><\/span>What is a Quality Score?<span class=\"ez-toc-section-end\"><\/span><\/h2>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Quality Scores define what position your ad places at in search engine rankings, and how much you\u2019ll pay for a bid. It assesses three criteria:<br><\/p>\r\n\r\n\r\n\r\n<ol class=\"wp-block-list\"><li>Expected click-through rate<\/li><li>Ad relevance<\/li><li>Landing page experience<\/li><\/ol>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">To increase your Quality Score you want to write ads that incorporate your keywords and the search results you want your ads to show up in, as well as ensuring your keywords are present on your landing page. If your ads have a lot of \u2018fluff\u2019 &#8211; messaging that&#8217;s more branding than product\/service\/offering related &#8211; you\u2019ll be wasting your limited characters. Of course, you can include calls to action, e.g. sign up now, get the offer etc, and some brand messaging, but ultimately you want your ad to relate as strongly to those keywords as possible. <br><\/p>\r\n\r\n\r\n\r\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p>\u201cAn essential part of Quality Scores, that\u2019s often overlooked, is making sure that the keywords and phrases are present on your landing page. Without these words, your ads will appear less frequently, will cost more, and will have a lower click through rate.\u201d<\/p><cite>Kelly Newcomb, Digital Marketing Specialist at OggaDoon<\/cite><\/blockquote>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_should_I_budget\"><\/span>What should I budget?<span class=\"ez-toc-section-end\"><\/span><\/h2>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Budgets are difficult to set because Ads are won based on bids, and bids vary based on Quality Scores and competition. Not all keywords have the same cost, so there are two options to consider: <br><\/p>\r\n\r\n\r\n\r\n<ol class=\"wp-block-list\"><li>You establish your budget in advance, spending a little less during a testing phase with a look to ramp it up once you\u2019ve optimised your campaign.<\/li><li>You look at the lowest and highest possible bid and decide on what you think is reasonable based on what you\u2019d be willing to spend, how many clicks you might receive, and what the average bids are placed at.<\/li><\/ol>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">With Google Ads\u2019 auto CPC, Google will adjust its bid based on your total budget and will try to place a bid competitively. For example, if the max estimated CPC is \u00a315 and your budget is \u00a320 Google will not place a bid at \u00a315 as this will use up most of your budget, instead it\u2019s algorithms try to stretch your budget. <\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_do_I_plan_an_Ads_campaign\"><\/span>How do I plan an Ads campaign?<br><span class=\"ez-toc-section-end\"><\/span><\/h2>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Planning an Ads campaign take time, dedication and a lot of research. The more knowledge you have of your target audience and their buying habits the better. The more ambitious and wider reaching you want your campaign to be the more tricky targeting can be. We start by creating proposals for our clients, looking at the different Ads networks and targeting options before launching into extensive keyword research that shapes the campaign and ad copy. It\u2019s important that as part of the proposal we walk our clients through every step helping them to understand the rationale behind decisions while allowing flexibility to make changes and see how this could affect the campaign.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\"><em>If you\u2019re keen to try out a campaign with Google Ads <\/em><a href=\"https:\/\/website.clientdemoweb.com\/oggadoon\/contact\"><em>get in touch with us<\/em><\/a><em> today and find out how an Ads campaign can help build awareness of your brand and drive traffic to your website. We are confident in putting together <\/em><a href=\"https:\/\/website.clientdemoweb.com\/oggadoon\/campaigns\/\"><em>successful campaigns that help achieve our clients\u2019 goals<\/em><\/a><em> as well as overseeing the management of campaigns long term through reporting and optimisations that lower CPC and CPM, increase CTRs and decrease overall campaign costs.<\/em><\/p>\r\n","protected":false},"excerpt":{"rendered":"<p>When you think about Google Ads\u2019 Pay Per Click (PPC) [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":11524,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-11522","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.14 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Importance of Keywords and Quality Scores in Google Ads and PPC Campaigns - OggaDoon<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/website.clientdemoweb.com\/oggadoon\/keywords-quality-scores-ads-ppc\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Importance of Keywords and Quality Scores in Google Ads and PPC Campaigns - OggaDoon\" \/>\n<meta property=\"og:description\" content=\"When you think about Google Ads\u2019 Pay Per Click (PPC) [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/website.clientdemoweb.com\/oggadoon\/keywords-quality-scores-ads-ppc\/\" \/>\n<meta property=\"og:site_name\" content=\"OggaDoon\" \/>\n<meta property=\"article:published_time\" content=\"2019-03-20T11:15:19+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-08-10T12:05:28+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/website.clientdemoweb.com\/oggadoon\/wp-content\/uploads\/2019\/03\/Keywords-in-PPC.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1000\" \/>\n\t<meta property=\"og:image:height\" content=\"563\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"OggaDoon Content\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"OggaDoon Content\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/website.clientdemoweb.com\/oggadoon\/keywords-quality-scores-ads-ppc\/\",\"url\":\"https:\/\/website.clientdemoweb.com\/oggadoon\/keywords-quality-scores-ads-ppc\/\",\"name\":\"The Importance of Keywords and Quality Scores in Google Ads and PPC Campaigns - 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