Search Engine Marketing for Associations and Nonprofits

The main player in this space is Google, with its Google Adwords program. Google has pioneered a “Quality Score” component to assist its ranking algorithm.

As Google says on its site, various factors are considered when measuring relevant keywords to your ad text as well as a user’s search. The Quality Score of the keyword is now updated with every search in relation to its performance in these searches. Higher Quality Scores result in a higher position in the paid search results and a lower cost-per-click (CPC).

Every time your keyword is clicked, the Quality Score of that word changes. There are many ways to use the Quality Score rating (according to Google), including:

  • influencing your keywords’ actual cost-per-clicks (CPCs)
  • estimating the first page bids that you see in your account
  • determining if a keyword is eligible to enter the ad auction that occurs when a user enters a search query
  • affecting how high your ad will be ranked

When using PPC ads, there are three components to consider:

  • Landing Pages: If you’re advertising something specific, don’t send people to your homepage and have them search your site to find the information they want. Having multiple pages on your site for specific searches lets users land on the page with the information they’re looking for.
  • Keywords: To get users clicking on your link in the first place, it has to have the keywords they want. Those keywords get your PPC link on the search because relevance is necessary for that to happen.
  • Ad text: Not only do keywords matter, but the content as a whole must be persuasive enough for users to click on the link.

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