Quality Score is the basis for measuring the quality and relevance of your ads and determining your minimum CPC bid for Google and the search network. This score is determined by your keyword’s click through rate (CTR) on Google, and the relevance of your ad text, keyword, and landing page.
One of my clients was asking me to do PPC work in low budget so after handling client’s PPC job I followed these step. First I went through off page
1) Split Keywords into Smaller more targeted Ad Groups: I used the in built keyword grouper tool in Adwords editor to group keywords into 15 groups of 20 related keywords.
2) Create relevant ad copy for each group: I then created an ad creative for each keyword group using the common grouping denominator.
3) Optimize Creative:
I created 4 different ads for each group using different verbs and calls to action. I also turned ad serving optimization OFF so I could accurately split test all 4 ads. After a week, I chose the best performing creative and deleted the others.
4) Experiment with Matching Options
My client was only using broad match for their keywords in their campaign. I added exact match and phrase match keywords to each ad group and chose which of the three had better QS and lower minimum CPC and deleted the other two matching options. In the majority of cases, exact match won. After finishing above those steps I gave important on page factors, according to me if you will not optimize on page factor properly than there is no use of doing. So please read my on page factor
On Page Factors.
While I was working on the PPC account side of things, many of the on page factors were being worked on at the same time.
5) Link Building and SEO
I ran a manual deep link building campaign using the highest performing keywords (Volume and Conversion Rate). Not only does this help Quality Score but also helps with the organic SEO campaign in the coming months. I submitted a Google sitemap, made the site semantically coded and corrected some navigational issues.
6) Implement Keywords
For each page I implemented most of the keywords into the copy.
7) Split Test Landing Page
I set up a multi variant test to split test the landing pages and test conversion rates. Google Analytics has an excellent write up on the major elements that can effect conversions.
8) Meta Tags
I added the best performing keywords to the meta tags on each page. I also used the EXACT ad text from the best performing creative in the meta description. I also used the BEST PERFORMING and MOST DESCRIPTIVE keyword as the title tag.
9) Essential Site Pages
10) Make Sure Google Thinks you’re Relevant
I used the Site-Related Keywords tool to make sure that Google thought the landing page was related to the keywords I was targeting.