Maximising your keyword clickthrough rate (CTR) is one way of maintaining the quality score of a paid search campaign, it has been suggested.
According to Ed Stevenson of Econsultancy, firms running a pay-per-click (PPC) marketing initiative should carry out regular reviews of the raw search queries that bring traffic to their site, advice that may interest internet consultants.
Doing this will show firms the search terms that readers are entering into websites such as Google in order to arrive at their website and companies may find that adverts are being clicked on despite users entering search terms that are not related to their business.
This, Mr Stevenson noted, will result in "a low CTR and a lowered quality score" and can be addressed by the introduction of negative keywords.
He also urged companies to protect their "star performing keywords" by identifying lower performing phrases from their keyword group and placing them in a separate section.
"This will leave your star keywords to flourish in the existing ad group," he remarked.
In related news, chief economist at Google Hal Varian recently noted that the position of PPC advertisements on a page does not have a large impact on conversion rates.
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