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At Einstein's Eyes, we spend an inordinate amount of time concentrating on making online marketing campaigns succeed. We all want campaigns that drive countless visitors who convert into prospects and customers. Because of our relationship with Google we often interact with their Account Strategist. The other day, I heard an interesting quote from one of them:

“The most important metric is Quality Score.”

Quality Score is the metric Google uses to diagnose keyword performance on the search page. Quality score is a number 1-10. The score is derived from these factors:

1. Landing Page Quality
2. Ad Text – Relevance and Enhancement
3. Expected Click Through Rate

How to influence those factors is a bit too technical to cover in this article, but it is something our staff works to improve everyday. Back to why it is so important. Let's look at a specific example in the Google Advertising world. When you bid in the online world your success dictates where you rank on the page. This process is highly dependent on Quality Score. Simply:

This is not necessarily obvious upfront.  Even seasoned marketers miss this. Every opportunity, every bid is effected by quality score. Let me illustrate with a real life example. After some work on the campaign of 'Client Zeta', we realized that a key word phrase 'super key word phrase' had a Quality Score of 3. That Quality Score was detrimental to the effectiveness of the campaign. After some simple modification, the Quality Score was raised to 5. Not a great score but usable. This improved the account tremendously. The best way to see the results is the cost per click.

Each click was now $20 less in the exact same position. The same amount of traffic. Just that change alone will save potentially thousands of dollars per quarter. And that frees up budget for the client.

To sum up, Quality Score can ensure success for an ongoing campaign. There is a small caveat. Sometimes we see clients obsessed with Quality Score. A great score does not mean that a keyword is a great fit for your campaign. Occasionally, for some reason that only Google knows, a keyword ranks wonderfully, but does not have any value for your campaign goals. So whether you are going alone or have somebody managing a campaign for you, Quality Score deserves a look.

If you need additional help or support with your online marketing, don't hesitate to reach out to us at 972-997-8200 or sales@einsteinseyes.com

Although, we love online marketing. We do recognize their are some problems from time to time. If you have any of these with your marketing, they really ought to be addressed.

First the neglected platform. This happens frequently with customers. They are super enthusiastic about their blog, Facebook, or newsletter and use the heck out of it. But then real life starts to settle in and needs change. You total forgot about – the blog, social media engagement, etc. You might not even have the login anymore. The solution to this problem is fairly difficult. Typically you can focus on internal responsibilities and systems. This might be impossible if you don’t have any marketing support internally. You can’t really expect somebody whose responsibility are sales or operations to stop what they are doing and write an article or drive the marketing process. So the solution if you have an internal point person is make them responsible. If you don’t you might want to engage an external editor or writer. All these tools can work and really thrive if done consistently. I can never recall an instance where a barrage and then neglected marketing technique had any benefit. It just waste your precious marketing time.

Many of you readers may have experience with Google Adwords. You may have endeavored to even start an Adwords campaign on your own which is very alluring. Since with just a little keyword adding, ad pasting, and a Google login, you will have yourself a fully functioning Adwords Campaign. There it is, your ad is appearing to hundreds maybe thousands of visitors a day. You get started and are excited. You check it every day. You update some options. You even find out from a neighborhood kid how to explore keyword matching options. You are doing pretty well, but for some reason it never turns into business. Your attention starts to be come less then enthusiastic. Your inattentiveness morphs into neglect. More often than not, these campaigns fail. It is a story we hear frequently. There are a lot of different reasons why these campaigns fail.

My recollection of flash, it was one of the first wonder tools of the internet. As a developer in the late nineties the internet in general struggled to be as dynamic as desktop software or other traditional mediums. So when flash showed up, it all changed. Interface could be created to improve usability. Games could be great. Ads could be attention getting, dynamic, and fun. Artist like Odd Todd created art based exclusively on this format. This was all new.

The word typed in to find information on a search engine is called a “keyword.” Keyword selection is the process of selecting the right ones for your campaign. With fifteen years in business and scores of online marketing clients we have been exposed to our fair share of keyword sins. Here are some of the most common mistakes we see.

Sin #1: Failing to grasp what searchers are actually looking for. Frequently, terms used internally have no bearing on what people search for. Be careful of abbreviate terms and company nomenclature. It is best to mine the front end, those who talk directly with the customer. That makes it easier to avoid this mistake. What do customers ask for? What benefit appeals to them?