Adwords Quality Score and On-Page SEO
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I'm trying to convince a large, multinational company that is very resistant to change, into making my on-page SEO changes. Compounding this resistance is the fact that the Analytics, SEO, PPC, and web dev departments are all under different people and they don't communicate very well.
So, in order to get them to work together, I've decided to appeal to the places where they are sensitive; e.g., the PPC department where they surely have the desire to be more efficient with their budget. To appeal to this sensitivity, and with my goal of getting on-page changes done to help the SEO dept, I'm considering making the argument that my on-page changes will raise their quality score which will in turn lower the amount they are spending on PPC.
Basically, is this a fair argument? Do you have an evidence to back this up?
Best in the Midwest,
Phil
p.s. Hi, Joanna
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Yes, a higher QS will lower the amount you have to bid to get the same position on the ad list. And, yes, on-page SEO related to the PPC ad will increase your QS. See this: http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=87411 and this http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=49174 and watch this short video from Google: http://www.youtube.com/watch?v=K7l0a2PVhPQ
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