PPC Hacking: AdWords and Quality Score Secrets Revealed

In my opinion quality score is a real pain, however it’s not necessarily a bad thing once you understand it. The main reason is that it’s not completely obvious to trick - so most people won’t manage to trick it - they’ll lose money and quit. That means that whoever manages to understand it will make much more profit than if it was simple and with a lot of competitors.

The first thing to understand is that there are several quality score phases:

Phase 1: The AdBot visits your site, and assigns you a quality score based on:

• The content of your site (Landing Page)
• Your advert (Keyword Relevance)
• The time to load your page
• How much you bid for that keyword - This one is not declared by Google, but we discuss it in this post: http://www.ppchacking.com/2009/02/dont-be-a-miser-with-adwords-or-at-least-dont-show-it/

Phase 2: Actual performance on your advert (CTR)

Let’s start with Phase 1:

What you need to do is:

• Ensure that you have a decent server and the page doesn’t take forever to load (this could be more of an issue with pages that are generated on the fly rather than a slow server by itself - even if I never had any issues with this and I was never penalized by Google because of this even when my pages were dynamic and took a few seconds to load)
• Use the exact keyword you are bidding for twice in your advert, once on line 1 (The title) and once either on line 2 or 3 (the 2 description lines)
• If you do this and you bid the right amount - read: http://www.ppchacking.com/2009/02/dont-be-a-miser-with-adwords-or-at-least-dont-show-it/ - then the initial quality score you’ll get will be about the content of your site - something we’ll see on the next post

In the next post we’ll see the more advanced things related to site content and also Phase 2.

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Giotto De Filippi adverts writing, adwords, adwords bot, ctr, new sites, quality score