Think Before You Create Separate Destination URLs for your Keywords

Dear Advertisers,

Google Adwords allows you to assign destination URLs separately for both your ads and your campaign keywords. But we know that the whole purpose of creating an Ad Group is to combine the related ad copies and keywords together. Then why should one assign different destination URLs to their ads and keywords? And if the a keyword or an Ad have different destination URLs, to which URL your customer will land on when he clicks on your ad? This article will discuss about some useful points you should take care of while creating separate destination URLs for your keywords.

It is very important to note here that Keyword Level Destination URLs override the Ad Level URLs.

So one should be very careful while creating keyword level destination URLs and even avoid them unless they find it necessary.

Benefits of Keyword Level Destination URLs:


1) Tracking Keyword Conversion: Many times advertisers do not have Google Analytics installed on their web pages, neither do they have Adwords Conversion Tracking enabled due to the poor number of clicks. In such cases, keyword level destination URLs helps them to track the conversion on individual keywords.

Adding Destination URLs for individual keywords

2) Identifying the Best Keywords: An obvious benefit of having keyword level URLs is to determine the best performing keywords and subsequently stop bidding on poor performers.

3) Changing Landing Pages w/o Affecting Your Ad's Performance: Whenever you modify your ad copies, even for the slightest change you make, the ad will be reviewed by Google Adwords and it will take time before it gets approved and starts appearing.

Modifying Destination URLs through Ad copies

So if your landing pages keep changing more frequently (particularly when you have many products or service pages on your website) it is a good idea to change destination URL of your keyword and not your Ad copies.

Keyword level URLs are created so that you can easily customize your visitors experience. If you want your visitor to reach to a more specific page for his search query, it is advisable to have keyword level destination URLs.

6 Useful Advises To Improve Google Adwords Quality Score

There has been a lot of discussion about Google Adwords Quality Score but it still remains a mystery to most of the advertisers. Even after reading a lot about Quality Score, advertisers are not sure on whether they can really control or improve the Quality Score of their keywords. This blog discusses about 6 useful advises on how to improve Google Adwords Quality Score for those who are still exploring.

Understanding Google Adwords Quality Score: 

Google Adwords calculate the Quality Score of your keywords every time a new search query is hit on the search engine. This Quality Score determines how relevant your Ads, Keywords and Landing Pages are to the query searched by the user.  

How often Google calculates the Quality Score of your keywords?

Every time a Google search triggers your ads, Adwords calculates the Quality Score for all your keywords that are related with this search query. However this Quality Score keeps on changing with every new search, Adwords displays an overall Quality Score of all your keywords.

Factors that affect Quality Score: 

1) Click Through Rate (CTR):  The CTR of your keywords, display URLs and the overall CTR of all your ads and keywords affect the Quality Score.

2) Landing Pages: The content on your landing pages must be very relevant (to the keyword you are bidding on) and transparent to the readers. Simple and short sentences that are easy to read should be used. Also the website pages must be easy to navigate for first time visitors.

3) Keyword Relevancy: Both the keyword relevancy with the ad copies and with the search query plays an important role in calculating the Quality Score.

Based on the above factors that determines the Quality Score of your keywords, I would recommend the following considerations to improve your Google Adwords Quality Score.

How to improve your Google Adwords Quality Score?

1) Include Keywords In Your Ads

Suppose you are bidding on keywords like "Article Writers" it would be a good practice if you have an instance of the keyword in your Ads as well.

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The above Ad copy contains the keyword both in the Ad title and Display URL. This would be very relevant ad copy for "Article Writers" keyword and probably will have a high CTR.

2) Highlight The Uniqueness Of Your Services In Your Ads

Your ads must mention what makes your service different. You should avoid creating generic ad copies if you want to improve your Google Adwords Quality Score. Special Discounts, Promotions and Offers must be mentioned in your ad copies.

"Free Shipping", "Special Offers", "Discount Vouchers", "Free Quotes" & "Money Back Guarantee" could be few attraction grabbing one liners that would result in better Google Adwords Quality Score.

3) Strong Call To Actions In Your Ads

Your customers must not be left alone when it comes to making decision. You may be selling world's best products but for bringing your customers to your shop and particularly through Google Adwords, you have to guide them on every step. A confusing or ambiguous ad copy can also result in poor Quality Score. You should provide a strong call to actions in your ads.

"Buy Now!", "Order Now!", "Read Samples", "Call Us Today" & "Sign Up Here" could result in an improved Quality Score.

4) Relevant & Transparent Landing Pages

The landing page content must match with what was displayed on the Ad copies. If you have offered any special prices or discounts on your Ad copies, that must appear on the landing page itself or within 2-3 clicks from the landing page.

The landing page must not have too many out going links that may dissuade away your visitors to non-relevant pages.

5) Targeted Ad groups

If you are selling different services on different landing pages, it is advisable to have separate Ad groups for each of the services you offer. Different Ad group helps you to create more relevant combinations of the keywords and the ad copies.

6) Short & Clear Display URLs

The display URLs must be short and clear. It is a good practice to use action calls and keywords in the display URL as well. While choosing your display URLs, make sure that domain name for the Display URL and the Destination URL must be same.