Optimizing for a Quality Score

If your working in AdWords just learning about quality score, you might as well stop trying to raise your score from 7 to 10. A quality score of 10 is essentially reserved for branded keywords with very high click-through-rates (CTRs), something I hadn’t known until attending this session. Also, Google rarely looks at the landing page to determine quality score. If Google doesn’t indicate a problem with the landing page within the AdWords interface, then you shouldn’t be concerned with the LP unless you are testing conversion.

Facebook and Search Marketing

Here are the top three tips for advertising on Facebook:

• Use Facebook to build fans. Fans can be remarketed, and when your ads appear to friends of your fans, Facebook will note that “John Doe Liked This”, helping you increase your CTR.
• Bid on a CPM (cost per 1,000 impressions). You should see a much more effective cost-per-click than if you go with the CPC (cost-per-click) option.
• Keep your ads fresh. Depending on your vertical, you may have to update ads weekly, possibly even daily, in order to keep your CTR high and CPC down.