Google has improved its Adwords quality score algorithms. Now there won’t be any inactive keywords. However Google will show a message telling advertisers what bid is required to reach the first page of the results.

This may not necessarily be good news. Though the keywords will now be active, the low quality keywords will still not get enough impressions as assumed by many advertisers.

Google will still calculate quality score. According to Google’s official post, these three major improvements will take place:

1. Quality Score will be calculated at the time of each search query,

2. Keywords will no longer be marked ‘inactive for search’. All keywords will be active and will be evaluated for every relevant query, and

3. “First page bid estimates” will replace “minimum bids”.

It means the problem for small advertisers still remains. How do you get more impressions for the keywords that were previously inactive, but are now active?

Here are some steps that you can take to get the best out of your Google Adwords advertising campaigns:

1. The suggested bid is for the first page. You may not afford this, but see if you can afford to be in the second page. To do this you may need to increase the bids to a point where you feel it should show up at least in the second page.

2. Since all keywords will be active, why not increase the keywords for the campaigns. Research some long tail keywords. Add these long tail keywords in your campaigns.

3. Try to increase the CTR (click through rate) of the ads. This way you will pay less per click and will be able to afford to raise the bids for the most important keywords to be in the first page.

4. Open your ads to target content network of Google. Since all keywords are active, this will help your ads get more exposure on millions of websites that have partnered with Google to display ads. This is popularly known as Adsense. Don’t worry, the click through rate in content network will not effect the quality score of the search network ads.

5. Though landing page quality is evaluated less frequently, it is advisable to improve the landing page quality. Better landing page quality will increase the quality score resulting in more impression for the ads.

It can be achieved through the following:

a) Add relevant and original content

b) Add your business address and contact number

c) Have a good and honest privacy policy in place

d) Provide an easy path for a user to purchase or receive the product or offer in your ad

For more information read – Google Landing Page and Site Quality Guidelines.

I hope these ideas will help you benefit form the latest improvements of Google Adwords Quality Score and get more traffic for your site for less.

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2. Why Google AdWords is a Must for Online Advertising
3. Keyword Bidding and Management – How much to bid?