Google is happy. However, you still need to drive conversions at an affordable price. To do this, however, you cannot rely on the metrics that Google cares about. Sure, your ad might make Google happy, but if that ad doesn’t lead the right people to the right page, you could be wasting a ton of money, even on a keyword with a Quality Score of 10! For example, during our AdWords audits.

We discovered that the average

AdWords account wastes 76% of its budget on keywords and search terms that never convert. Here’s how that wasted ad spend affects your cost per conversion (using the same subset of data as before): In fact, this data is even scarier than the quality score data. Every 10% increase in Macedonia Phone Number wasted ad spend increases your cost per conversion by 44-72%. And, while this correlation isn’t 100% accurate, it has an R2.

Which means it explains

About 60% of your cost per conversion. This is much more convincing than 1%. In fact, we’ve frequently helped our clients dramatically reduce their cost per conversion by reducing unnecessary ad spend. For example, here’s what happened to one client as we reduced their wasted ad spend from 91% to 68%: If you think about it, it makes sense that key account factors like wasted ad spend would have a much bigger impact on your cost per conversion than an external metric like Quality Score. After all, as we pointed out earlier, you can have a great Quality Score and still attract people who will never buy from your site.

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How to use the Quality Score That being said, I still believe that Quality Score is a valuable metric to track and optimize. Quality Score affects your cost per click and your average position, which can do wonders for your account, as long as you’re not wasting money in other areas. If, however, you’re not wasting a lot of money on irrelevant clicks and you’re confident in the quality of your traffic and landing page, Quality Score can be a great way to improve your search count. paying. First, open your AdWords account, go to the Keywords tab, and make sure you’ve added the Quality Score as a column: Then pick a meaningful date range (I’m always a fan of the last 6-12 weeks)

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