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Call-Only Campaigns and Quality Score (6)

09-04-2015 07:12 PM #1 ringpartner (Member)
Call-Only Campaigns and Quality Score

We are often asked about Google Adwords quality score for Call-Only campaigns. So, we wrote a blog post, you can read more on our blog - http://ringpartner.com/call-only-campaigns-and-quality-score/

Here are the highlights:

Landing Pages
-You need one!
-It should be owned by you
-Hosted on your domain
-The landing page affects QS (It's not clear how or how much, but it is a factor)

Text Ads
-Put keywords in the display URL
-Write compelling ad text
-Focus on CTR
-Have a call to action

Ad Rank
-Bid x QS = Ad Rank
-Aim for position 1-2 on mobile
-Work hard on improving QS

CTR
-Click through rate is important
-$1 & 30% CTR is better than $10 & 1% CTR for Google
-Google will reward a high CTR

Ad Groups
-Organize by relevance
-10 keywords or less within an ad group
-Relevance is the key

Cheap Traffic
-Cheap traffic is cheap for a reason
-Google's CPC can be "too high"
-Find your niche and angles
-Aim for high volume, low competition
-The higher your CTR and QS, the lower your CPC

09-04-2015 10:59 PM #2 moazam (Member)

Nice suggestions. I am only doing call only ads right now. I have a simple landing page. No matter what I do my ad quality won't go more than 6. My CTR is also not good. My ad speaks about my landing page, I am not sure why Adwords does not increase QS of my ad. My bid ~is $7-8. What tips do you suggest in this case?

09-08-2015 01:25 PM #3 ashlar (Member)

Get your CTR higher.Your QS will follow.

09-08-2015 04:49 PM #4 ringpartner (Member)

Originally Posted by moazam

Check the status of your keywords and review your quality score for each. Google will tell you what needs to change. Check the "Expected Click Through Rate" (This is relative to how the same keyword performs in your competitor's campaigns), "Ad Relevance" (Is your ad text related to your keywords in the same ad group and are the keywords in each ad group related) and "Landing Page Experience" (Do you have relevant content on your page? Do you have terms, contact us, privacy, etc.).

It would appear that you need to work on your CTR. Review your ad text and try something new. Do research on how you can improve ad text. It needs to be compelling.

Your bid is separate from your Quality Score. If you improve your QS then you'll improve your Ad Rank, which will help you move up in ad position and get lower CPC's. Your Ad Rank = QS x Bid.

Best of luck!

-Mike

09-08-2015 06:22 PM #5 hypertargeteric (Member)

You may want to try segmenting out your ad groups more.

If you are using the same ads in your campaign for a lot of different keywords, that ad might be more relevant to some keywords than others.

Don't waste your time doing this for every keyword, but find your high volume keywords with money making potential, put those in their own ad groups and write custom ads for those keywords and if the volume is high enough on those keywords, give them their own version of your landing page with those keywords in the meta titles of the landing page, and make sure they appear on the landing page preferably in the h1.

If you've done all that, your CTR is good, and your bid prices are still higher than your margin can sustain, unfortunately, there are no magic bullets, call only ads have a low barrier to entry now and they are can be expensive.

09-10-2015 08:04 PM #6 ringpartner (Member)

I found this article on Adwords QS. It's older, but still relevant - http://blog.whitesharkmedia.com/impr...oper-framework

The article also links to this article on writing better ads - http://3qdigital.com/featured/how-to...-good-ad-copy/

Both articles are worth a quick read!

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