Anyone who has ever run a Google AdWords account understands the importance of the Quality Score, not only at the keyword level, but also with the campaign as a whole.  Recently, we had a meeting with Google and I learned some of the perceptions that I had about the quality score were not entirely accurate.  The following are some myths and the facts surrounding the Quality Score.

One common myth is that changing the keyword match type of your search terms from broad match to exact match will increase the quality score.  This is not true.  According to Google, the Quality Score is calculated using only data from queries that exactly match your keyword.  While keyword types are effective at further targeting your audience, they do not influence the quality score.

Many advertisers have the impression that having their ads show up in higher positions will improve their Quality Score.  Google uses several different factors to determine an advertiser’s Quality Score, and it is not possible to, in essence, buy a better Quality Score.  In fact, if an advertiser has their ad displayed too high on the search results page, they could damage their click through rate (CTR).   The CTR is the amount of clicks divided by the amount of impressions; therefore, if your ad is displayed an excessive amount, and there are no clicks, you will drive down the CTR.  It is best to test different cost per click bids to adjust positions and analyze the campaign data to determine the best position for your ad.

While having a high CTR is important, this alone will not automatically equate to a better Quality Score.  Quality Score is determined by multiple factors such as historical keyword performance, webpage load time, ad/keyword relevance and ad/search query relevance, just to name a few.  Keeping all these elements in mind, it is possible have a high CTR, but a low Quality Score.

Some advertisers are worried that if they optimize their Google Adwords account, that they will lose their account history.  Luckily, the keyword, ad text and landing page history will all be preserved.  While the visible history of the account may be erased, the historical performance of the Quality Score remains intact.  Google fully encourages advertisers to test different campaign methods to determine what will work best.  If after testing, your previous ad performed better, you can change your ad without worrying about damaging or erasing the Quality Score.

It is important to keep in mind that the Quality Score is determined by a multitude of things; therefore, a poor quality score may not be caused by one element.   Try to review several Quality Score campaign elements to further determine causes.  By reviewing your campaign components, you can not only improve your Quality Score but campaign performance as well.

In the last year many search engine marketers and researchers have commented that advertising dollars and people will steadily increase and migrate toward the internet despite the current economic recession.  Some have been skeptical and slow to believe. However, if President-elect Obama is any indication; the internet migration will happen more quickly than we all expected, despite the present economy. President-elect Obama used and continues to use different online avenues such as display ads, mass e-mails, and YouTube to get his agenda and his message to the people. 

During the election, I have to admit I was a little surprised to see an Obama display ad as I checked the internet for articles about the economy. I went to Yahoo.com and he was there. I went to AOL.com and he was there. Even when I was doing online research for my clients I kept seeing display ads with one common theme. The display ads had a simple call to action and took users to a website where they could register to vote. It was simple, but apparently it was effective. Most of the display ad placements I saw were above the fold and were all huge sizes such as 336 X 280 and 160 X 600. I wasn’t even looking for Obama and he seemed to be popping up on the different sites that I was on and even showed up when I checked my e-mails.

Obama utilized mass e-mail advertising very effectively. According to Stephen Greer, Director of e-mail and online fundraising for the Obama campaign, Obama’s e-mail efforts began in May 2007. People were encouraged to sign-up for e-mail updates at several sites online and during different events. E-mails lists were compiled by state and not only were supporters encouraged to sign-up themselves, but also to forward a sign-up invite to their friends; this way more people could be reached; excellent viral marketing.

President-elect Obama continued to use the internet to further his reach by using YouTube.  In December he discussed his economic plans via a YouTube video and he posts his weekly addresses to the nation on his YouTube channel.  His YouTube channel also includes playlists of events and announcements, such as key regulatory appointments, a discussion board, and an area for supporters to subscribe to his channel. 

It’s a sign of the times when the president-elect and his team are so internet savvy. Back in the 1930’s no one thought that television would become the main media source and if you’re thinking the same with respect to the internet, I think you’re sadly mistaken.  The internet migration is here and evolving rapidly. I suggest getting on board.

With the Online Marketing Arena growing every single day, it had become increasingly important to not only market your website efficiently and effectively, but also to keep your visitors as engaged as possible once they have reached your site. Amidst a tough economic climate, every dollar counts and competition is fierce. This is true for all types of sites: Lead Generation, E-Commerce, etc. Whether you are doing SEM in the main search engines: Google, Yahoo, MSN, and/or SEO, where you have spent the time, money and energy to garner a coveted organic piece of real estate, you ought to do everything in your power to keep your visitor long enough to see what you’re about. Even better, to complete an action item (i.e. request a brochure, fill out a form, make a purchase, etc).
 
You might be asking yourself the question, “Well, how do I get them to stay on my site???” Here are a few helpful tips:
 
Offer clear action items at no cost or commitment: Newsletter Signups, Whitepaper Downloads, Brochure Requests, Online Forms to receive coupons, discounts, special offers, etc.
 
Have fresh and unique content. Visitors will be more likely to remain on your site if they are reading verbiage they have never read before. A blog is a great tool to deliver updated, relevant content on your website. Press Releases are extremely beneficial, as well.
 
SEO, SEO and yes, more SEO. Search Engine Optimization is a critical piece of the puzzle for any website. If you optimize your site correctly for the keywords and phrases you are seeking positions on, you have a much better chance of generating organic traction in the engines. It will not happen overnight, but the sooner you get started, the sooner you will reap the benefits.
 
KISS. Keep it simple stupid. Make it seamless for your visitors to navigate and enjoy their experience. I cannot tell you how many sites take forever to load, have broken images, it’s virtually impossible to request a brochure; the phone number might as well be invisible, etc.

Get Social! By this, I am referring to Social Media. If you are not utilizing Social Media, you should be. Organically, the internet is a social platform, which is just one of the many reasons why online marketing is so effective. Encouraging participation on your site will allow your visitors to stay longer and also help boost your organic results.

Having Site Analytics is not an option; it is a must. Implementing analytics will afford you the ability to see what your visitors are doing once they reach your site. Are they staying long enough to download a whitepaper or request more information? Or, are they bouncing off the site without even seeing more than one page?

Being seen is not enough. Your website must “speak” to your audience; give them a reason to stay AND more importantly, COME BACK.