In order to identify how the quality score algorithm works in Google Adwords I have decided to make an experiment with my keywords. QS Report for the account has revealed that the QS of the ad group is very low (4) than the rest of the ad groups in the account and the total cost was the highest among them.

Then I have done an ad performance report to identify the ad copy with the highest CTR rate in the PPC account. In order to split test I have created a new campaign and a new ad group where I start running those 6 ad copy evenly in order to get statistics about performance. Google automatically gave QS – 5 for the keywords in the new adgroup.

In this experiment I want to get an idea how the CTR will influence the keyword’s QS.
In the second account I will use the same ad copy but with the new landing page so to see the how the landing page will influence the keyword’s QS.

1.            Call to action in the ad text

2.            benefits Saxo Bank offers for users

3.            Promotions in the ad text

4.            DKI in some adgroups

5.            Try to sell Saxobank, saxotrader not just a keyword

6.            Try to Filter visitors in ad text

7.            Try to use Industry language

8.            Capitalization of the first letters of words

9.            “!”, “?” in the ad text

10.          Use Keywords in display URL

11.          Unique Selling Propositions

Also in writing headlines:

1.            Attention

2.            Keyword

3.            Answer

In description:

1.            Keyword

2.            Answer

3.            Engagement

4.            Promotion

5.            Competition

6.            Benefits

In Google analytics if you integrate your Adwords account to your Google analytics account you can have a report showing your ad positions and the conversion rate for all historical positions. Depending on type of your keyword you can get more conversion share in spot top1 or top2, but for some keywords it may better work side 1 spot. So if you get all data from your Google analytics account you will be able to identify what spot is more profitable for you.

for the Google Adwords ads position in the

For example:

First of all we need to collect a basic web analytics information about site visitors to make a qualitative analysis based on:

1. Bounce Rate
2. Average Page Views
3. Time on the site
4. Traffic Sources
5. Conversion Rate and Bounce Rate by all traffic sources
6. Keywords performance and Adwords campaigns performance
7. Site top content and top landing pages
8. Conversion Funnel and Funnel visualization
9. E-commerce data

Bounce Rate

A bounce rate will show us the an effectiveness or the performance of the page visitor entered so we will be able to calculate some numbers to determine whether the page is doing well or not.

Google Analytics offers many possibilities to calculate the Bounce Rate: you can calculate Bounce Rate for a whole site, by all traffic sources, by top landing pages or top content and on a keyword level. But for this experiment we will focus only in the bounce rate metric that mostly affects our PPC and E-mail campaigns, which is in our case bounce rate of top landing pages, the pages we drive our PPC traffic.

Since we can all our online marketing campaigns are focused on top la

According to Google Analytics a yearly e-commerce conversion rate was 4,52%:

We will run this experiment for one month and present results here so everyone can use it as a beginning point for shopping cart performance optimization.

The simple step to reach our goal would be analyzing web analytics information and focusing only on the top performed products in our campaigns.

The bounce rate of the shop is 36,63% which is little higher than yearly average:

test

Bounce rate

For example the visitors of the web-shop should easily find the products they want to buy, otherwise they’ll just leave. If they get lost in the web site because of the navigation structure they also leave your web site and may be never come back again.

Mostly the usability of the site is identified by visitors. They use to remember a web site where the surfing experience was a great and easy. Simple and easy user interface with a clear navigation can in general improve usability of the web site.

We pay our attention to each keyword related to the web-site, we have developed unique system in creating ads using linguistic, semiotic and psychological patterns which allows us to reach maximum CTR in Google AdWords for the specific industry.

In the same time it is not only traffic to your site, it is a potential customers who then will buy your products and service increasing your Conversion Rate.
You can have a huge traffic from PPC, but if it does not converts to the customers and increases your ROI then it doesn’t meets your financial goals.

Last few projects in developing and designing user friendly online shop allowed us to collect very useful information about e-commerce shopping carts and their users.