PPC Adwords – Quality Score
Google Adwords has something called a quality score. They implemented this to add another level of complexity to running a pay per click campaign. You can read the official word from Google here.When you set up your Adwords account Google will send AdsBot-Google to your site. Make sure not to block this. If you have pages set up just for PPC make sure you block googlebot. Here is what I put in my robots.txt file
User-agent: AdsBot-Google
Allow: /PPC-Pages/
User-agent: googlebot
Disallow: /PPC-Pages/
It is important to make sure you have a quality landing page. This means creating lots of landing pages that match your keywords. Create lots of ad groups. Use negative keywords as well. One thing that I do is to add server side code so that you can change text on the page using URL parameters. Set up landing URL’s like www.domain.com/ppcpage.php?my%20keyword%20phrase. Google will allow 1024 character so you can put quite a bit in there. It is important that your ad and your landing page contain the kw people are typing in.
