There is so much hype on how to deal with Google’s Quality Score Algorithm, and I’m learning that a lot of it isn’t true. For example, I’ve been told in numerous places that making affiliate links on a landing page go through a PHP redirect (using the Header function) will help improve QS, and according to Jon this isn’t true.
In a conversation I had yesterday with the affiliate marketing
guru master he reiterated the basic of quality score to me, plus a little more I didn’t know.
“…your keyword’s Quality Score considers the clickthrough rate (CTR) and relevance of the keyword, your ad text, and your landing page”
So essentially it consists of 3 things
- Click through Rate of your Ad
- Relevance of Keywords and Ad Text
- Your landing Page
Nothing new here at all, but I was told a couple more things. In relation to your landing page Google first looks at the content to see if it’s relevant, then looks at it’s trust rank/ page rank, then tries to decide if it’s commercial or non-commercial, and finally assigns the landing page value. The biggest thing I didn’t know about was the Commercial/Non-Commercial part of the equation. Since Google is focused on a good user experience they probably see a non-commercial site being more focused on providing information vs. just coaxing someone into buying a product. They will [edit: in my opinion] obviously also assign a lower minimum bid to a non-commercial site because of probability of less funding.
So next, How do you design a landing page to look more informational? I would definitely say get rid of all words “Buy, Sign Up, Sale” or action words related to buying in the text. Also I would plant more information based words in <h2> tags such as “Info, Learn, How To, Information”.
I’ll start doing some split testing of two landing pages soon, one aimed at commercial one non-commercial, and see if the minimum bid is adjusted.
Also thanks to Ken Savage for his consulting on the matter.
(p.s. If you don’t know how to check the quality score of your landing page, go to your Ad Group, click the “keywords” tab, and the click the “Customize columns” and add the Quality Score tab)