Does sitewide SEO affect PPC Quality Score?
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When evaluating a PPC landing page for Quality Score, does Google evaluate the other pages that the landing page is linked to?
For example, if we have a well optimized page on the site for "Widgets", can it outscore a well optimized PPC landing page that is isolated in a "disallow" directory with no links into or out of the page?
I'm not sure if I am making myself clear...
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From what my dedicated AdWords rep tells me, Quality Score is PRIMARILY based on CTR...however there is a small weight to text ad and landing page relevancy. My rep has told me that if my landing page meta title, H1 & content use the keyword, then the landing page will have a good relevancy rating....beyond this, don't worry about it.
I've asked him several questions about improving On Page SEO items to improve my Quality Score. He told me to focus on CTR, since this is primarily what determines Quality Score.
I recommend optimizing your text ads to increase CTR, which will result in a high Quality Score....use the keyword in your text ad headline, line 1 or 2 ad copy, and the display url. I also recommend using dynamic keyword insertion...preferably in headline.
Also go through your search query reports, identify keywords that generated lots impressions & low clicks, and add these keywords as a negative keywords. This will increase CTR & Quality Score...especially for your broad match keywords.
You can even go a step further in your campaigns to ensure high quality score... Stop using broad match...just use exact, phrase, & broad modified match type for every keyword.
Also remember that Quality Score is a long term metric, Google is looking at the CTR for the week, month & year...so don't expect changes you make today to impact your Quality Score tomorrow.
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That's what I thought. I just read something to the contrary. Does anyone else know anything different?
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Google wants to keep natural results and paid results separate and does not consider SEO factors when calculating your Adwords quality score to the best of my knowledge.
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