Keys Search Engine Marketing Success

GARY HENDERSON

TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM

QUALITY SCORE OVERVIEW

• Quality Score - Google’s opinion of how relevant your ads, keywords,
and landing pages are to what people are searching for.

• Higher Quality Score = Better chance of ad success
• CPC is important, but Google weighs CPM (cost per thousand
impressions) more heavily -- that’s where its revenue comes from.


HOW QUALITY SCORE IS CALCULATED

• Past CTR of keywords and ads
• Relevance of your destination URL
• Keyword relevance
• How relevant a keyword is to your ad and what people are
searching for
• Google’s perceived quality of landing pages
• Geographic performance
• Performance of ads on different devices
•Different scores for different devices


BENEFITS OF A HIGH QUALITY SCORE

Cost per Click

Top-of-Page Bid Estimates

Average Ad Positions


CHECKING QUALITY SCORE


IMPROVING QUALITY SCORE THROUGH KEYWORD RESEARCH

•“Bucket” your keywords-- group together by similarity and goals
•Utilize website analytics to discover which keywords you rank well for/are receiving traffic
from and use them in your ads.


IMPROVING QUALITY SCORE THROUGH KEYWORD RESEARCH

• Examine Google’s generated titles and descriptions to find keywords that
Google may be including in your titles/descriptions.


ELEMENTS OF SUCCESSFUL LANDING PAGES

• Reaches the right person with the right message
• Gives information that satisfies the visitor’s desire (answers a question or
solves their problem, etc.)
• Call-to-action and form clearly presented above the fold
• Strong headline
• Remove any unnecessary form fields
• PROVIDES INCENTIVE TO CONVERT
• Discount, download, contest, etc.


LANDING PAGE PLANNING AND IMPLEMENTATION

• Existing webpages can be used as landing pages as long as they
are highly relevant to the search term.

Search Term
Coastal Carolina
football tickets


LANDING PAGE PLANNING AND IMPLEMENTATION

• Create/point to unique landing pages for each ad group/campaign
• Determine your overall goal and type of conversion
Goal Measure of Success

Lead generation Number of submitted forms

Sales Revenue generated from page

Disseminate information Time on page/number of visits

Email sign-ups Number of email addresses gathered


BAD LANDING PAGES


GOOD LANDING PAGES


CREATING EFFECTIVE ADS

• Determine highest value landing pages based on average value, per visit value, and number
of transactions
• Use secondary dimensions to determine conversion keywords and use them to write ads that
lead to your highest-value landing pages


ONGOING OPTIMIZATION

• Sort by impression
share and examine
keyword ad triggers to
determine conversion
keywords


ONGOING OPTIMIZATION

• Delete under-performing ads and keywords to increase budget and impression share for
successful ads and proven conversion keywords
• Create negative match keyword lists

• Continue monitoring successful organic keywords for inclusion into paid search
• Test multiple ad structures, keywords, and calls to action to determine successful
combinations


GARY HENDERSON
Interactivity Marketing
Gary@InteractivityMarketing.com

www.InteractivityMarketing.com
@GaryLHenderson
@IMDigitalAgency


Keys Search Engine Marketing Success

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