Google AdWords hacks 2017: Mastering Quality Score with the “One Per” Rule
Just uttering the phrase “Quality Score” can strike fear in the hearts of Google AdWords advertisers.
What is it?
How does it work?
What can I do to make it better?
I get these questions all the time, and my response to them is always, “Follow the ‘One Per’ Rule.”
As the name suggests, the One Per Rule requires you to limit the number of keywords per Ad Group to 1. It may sound a little crazy and counterintuitive, but there is a method behind the madness.
Limiting yourself to one keyword per ad group ensures that your keyword is tied closely to your ad text and the text on your landing page.
This tells Google that your relevancy is through the roof, therefore awarding you a high Quality Score. It’s easily my favorite Google AdWords hack.
This isn’t a technique to use with every keyword, however. Only employ the “One Per” Rule on your top-performing keywords. Here’s how to get it going:
• Step 1 — Research. Select the Campaign you want to optimize and locate your five to 10 top-performing keywords across Ad Groups. If you’re looking to optimise conversions, choose the keywords that are most successful in generating that result. Or, if you want to optimize cost per conversion or cost per click, choose those top keywords. Every keyword you choose should be competitive when it comes to click-through rate (one percent and above).
• Step 2 — Create one AdGroup per keyword. Create an Ad Group for each of your top-performing keywords. If you have five top keywords, you should also have five Ad Groups. Keep things organized by using each individual keyword as the name of the AdGroup.
• Step 3 — Ensure your ad text is relevant. One of the keys to ensuring the “One Per” Rule is effective is sprinkling the keyword throughout the ad text. The keyword in your Ad Group will appear multiple times in your ad text and again on your landing page.
Quality Scores tend to be higher when the keyword appears in the ad headline, description and display URL. If one of my top-performing keywords is “women’s hats,” the structure of my ad should be similar to the one shown below:
• Step 4 — Optimise your landing page. The final step in the “One Per” Rule is simple: Ensure the keyword appears somewhere on your landing page.
Thinking about Quality Score as numbers between one and 10 makes it easy to forget why it’s really important — it’s Google’s way to determine how you as an advertiser create a good user experience by matching your ad to its message, its destination and what you are offering the consumer. Following the “One Per” Rule puts you in a position to check each one of those boxes and makes your life a little easier along the way.
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