Ii. ad performance and optimizing your campaigns – Google Grants Beta A BEGINNERS GUIDE User Manual
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Selecting Keywords
Selecting keywords is one of the most important parts of a successful campaign.
TIP: When you’re creating your keyword list remember negative keywords, which will help
you create more targeted ads and reach the right audience! Negative keywords can be set at
the Ad Group and campaign level. You can find more information on this and decide which
level works best for you at:
Dos and Don’ts for account structure and campaign management
Do…
• create multiple Ad Groups per campaign
• group campaigns by theme, geography or goal
• make it easy to maintain
• continue refining your keywords and ad text
Don’t…
• create just one Ad Group and a big list of keywords
• mismatch keywords in one Ad Group
• run dozens and dozens of keywords per Ad Group
• stop checking your campaign statistics
II. Ad performance and optimizing your campaigns
The best way to get higher ranking for your ad is to be as relevant as possible. The more
relevant your ad is to searchers on Google, the more likely users will click on it. We use
Quality Score to assess the relevance of your keywords. Ads with a higher quality score tend
to get more clicks as they are more relevant and thus, are rewarded with higher positions.
What is the Quality Score?
The quality score is based on: the keyword’s click-through rate (CTR), relevance of your ad
text, historical keyword performance, landing page quality, and other factors specific to your
account. You can find more information on how the Quality Score is calculated at
. Based on
this Quality Score, we assign your keywords a minimum bid you must pay per click in order
to keep your ad running for any one of your keywords.
TIP: It is possible to view the current quality score status for your keywords. To see your
Quality Score in your account statistics follow the steps listed at
.