The past few posts we’ve looked at upcoming trends in PPC (specifically AdWords) for 2015. This time around we want to post a reminder that as important as all these shiny new options are keeping the basics in mind is even more so.

There’s little that is more important to the success of an AdWords PPC campaign than your Quality Scores. High Quality Scores – that is 6/10 and above – almost always mean your campaigns will be more successful. Lower Quality Scores – that is 5/10 or less – almost always drag your performance down. They also cost you more money.

Three ways to improve QS are:

Write Better Ad Text – More compelling ad copy drives more clicks and improves your CTR which directly raises Quality Score. This is a whole less simplier than it sounds. Especially now as PPC competition increases and it seems that in some cases, everybody is pretty much using the same ad copy offering the same deals and other calls to action. Hitting the right creative that makes your ad stand out – its a tough one but its essential. Of course using sitelinks and callout ad extensions – as well as phone and location extensions can help.

Increase Ad Group Relevancy – Splitting large ad groups into smaller, more relevant groups improves QS by increasing relevance. Over time these smaller more relevant ad groups can be prone to what I call “drift” – that is the introduction of search queries that may not fit as well in the overall keyword mix. One “trick” I like to use to test for this is – if I use that search query in my headline or ad copy or even as a sitelink or callout – does it make sense? Does it work as well as the original terms? If not – you may considering putting it where it will find a better fit or creating a new ad group to test it out.

Bid on More Targeted Keywords – Find highly targeted long-tail terms that are less competitive and more qualified. This is where SpeedPPC’s ability to mix and match up to 4 different keyword lists can really help. You can learn more about how to use SpeedPPC to build super-sized long-tail keyword lists here: https://training.speedppc.com/dual-multi-core-keyword-lists/