| Google AdWords uses a combination of a "quality | | | | majority of people reaching your website, return to |
| score" and a "bidding value" to determine how | | | | the website to learn more and eventually convert |
| websites are ranked for results obtained in "Google | | | | their visit to a sale on your site. You can do this by |
| search" once specific keywords are entered into the | | | | building a new "landing page" (the page that all |
| search engine. | | | | customers first see) through which you can collect |
| Example: Suppose you bid $1 for the keyword 'Hotels | | | | the contact information of these potential customers. |
| in New York' and you have a quality score of 3 to be | | | | The idea being, if you didn't capture their interest in |
| on the number one position. Your score = $1 * 3 = 3. | | | | the first visit, building this page allows for sales in the |
| Now, suppose another competitor who has a | | | | future. |
| successful AdWords campaign has a quality score of | | | | Direct marketing on the internet has a conversions |
| 10. He only has to pay $0.3 per click to beat you and | | | | ratio of less than 2% on first contact. This is why it |
| be at number one. His score = $0.3 * 10 = 3. | | | | is critical to implement this step of collecting the |
| So, for the same keyword 'Hotels in New York' he | | | | contact information, and then bringing them back to |
| pays only $0.3 per click where as you have to pay $1 | | | | your website to improve conversion. |
| per click. Essentially, the strategy to get a very good | | | | You should focus on building a strategy that will |
| quality score is important to minimize your costs and | | | | ensure that you receive a large volume of contact |
| maximize the effectiveness of what you pay for. | | | | details of the people visiting the website. We will |
| Bottom line: The higher your score, the lower your | | | | consult and assist you in building an ad campaign that |
| costs. | | | | retains their interest through educating them on what |
| The next part is to concentrate on building an | | | | you have to offer, captures their attention and only |
| advertising campaign that assures you that a | | | | then pushes for a sale. |