How to optimize ‘Quality Score’ for your Adwords campaign?

Both the costs and the effectiveness of a adwords campaign are influenced by the ‘quality score’ of your ad and landing page.

Keyword Relevance Not About Keyword Density
The relevance of a keyword is not entirely determined by its presence on the landing page or the number of times it’s been mentioned on the landing page. It’s not about how appropriate we find the keyword to the product/landing page but how appropriate the users find it. In other words, the number of users clicking on your ad when they search for that keyword.

New Keyword Get Historical Quality Score Until They Earn Their Own Stripes
When we add fresh keywords, initially, they’re awarded a historical Quality Score based on their previous performance on And only once the keyword starts accruing statistics, the system then evaluates its Quality Score based on its recent performance. This doesn’t happen dynamically but is a gradual process.

CTR Is Based Off Exact Match Keyword
We take into account the exact match CTR of the keyword, as it’s a better indicator of the effectiveness of the keyword. (The exact match CTR refers to the number of times the keyword has triggered an ad when the search term exactly matched the keyword.) For example, if our keyword ‘red shoes’ is in broad match, it triggers our ad even for search terms like ‘red shoe’, ‘formal shoes’, ‘horse shoe,’ etc. However, the exact match statistics point out exactly when the keyword ‘red shoes’ triggered our ad and was clicked on by the user when he searched for the exact search term ‘red shoes’.

The More Impressions, The More CTR Matters For Quality Score
Besides the performance, the number of impressions for a given keyword also plays an important role in defining the Quality Score. This means that as more and more performance history keeps building up (in terms of impressions) at your account level, URL level, and keyword level, CTR starts playing a much bigger role in defining the Quality Score.

source: Tanmay Arora (Google)

How to use Rel=”author” and Rel=”publisher” for SEO?

In my post “How to use authorship for SEO?” I poitned out the importance of claiming authorship of your content. In the article ‘Wake Up SEOs, the New Google is Here’ on the same thing is stated. Google’s Matt Cutts (see the video below) also indicates that claiming authorship will help your SEO efforts.

Google introduced the concepts of Author and Publisher and, even more important, Google linked them to the Google Profiles and is pushing Google Plus, which is not just another Social Media, but what Google aims to be in the future: a social search engine.

Rel=”author” and Rel=”publisher” are the solution Google is adopting in order to better control, within other things, the spam pollution of the SERPs.

If you are a blogger, you will be incentivized in marking your content with Author and link it to your G+ Profile, and as a Site, you are incentivized to create your G+ Business page and to promote it with a badge on you site that has the rel=”publisher” in its code.


source: Coding Strategist

How to increase your rankings for local search?


If you want to target an audience in a specific country with your website, you need to think about local search. If your business is located in Amsterdam and you ship your goods only within the Netherlands, it is much more important to rank well in for Dutch visitors than it is to rank in for US visitors. Google uses several indicators to make your site rank in a specific country. Google does not really at the GEO meta tag, but it does look at the TLD (top level domain),  the IP address a site is hosted on and the language used on the site. Another indicator they use for local indexing is your Google webmaster tools settings. 

source: Coding Strategist

How to use authorship for SEO?


The rel=”author” and rel=”me” tags are very usefull to make your pages stand out on a google search result page. If you implement these tags correctly your google profile picture and a link directly to your google profile will show up on the Google SERPs next to your results. See the image above for what your results could look like.

source: Coding Strategist

How to do A B testing with Google Website Optimizer?

Website Optimizer, Google’s free A B testing and optimization tool, allows you to increase the value of your existing websites and traffic without spending a cent. Using Website Optimizer to test and optimize site content and design, you can quickly and easily increase revenue and ROI whether you’re new to marketing or an expert. A B testing is something every online marketeer should do and Google Website Optimizer is one of the best free tools to use for this purpose.

Find more information on 

source: Coding Strategist

A few former employees of Wunderman started this online advertising agency. Their first big client was a former client of Wunderman: Ericsson.