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Mispellings and Quality Score

You might often wonder my misspellings are so important in SEM. I can tell you firsthand they are one of those little "goldmines" that come with testing and tweaking SEM campaigns. This tactic is limited to Google and MSN, since Yahoo Search identifies misspelling as part of their advanced match. However, with that said, there is a little issue worth talking about when it comes to Google’s Quality Score that you need to be aware of.

Google ‘s Quality Score comprises of relevant keyword groups, relevant ad/creatives with keywords embedded in the Ad and relevant landing pages where a user will see the same keywords in the content, title, etc… However, when you are using misspellings in your keyword group, it’s important to monitor the volume and CTR% for those little keyword goldmines because if they are bringing down your overall CTRs%, then you would be losing quality score points.

So, what do you do? Well, in retrospect it’s important to monitor your adgroups everyday or every other day and look for traffic quality trends. If you find a handful of misspelling that are not producing traffic or high impressions rates and low click thrus, then by all means remove those keywords immediately. I would usually give any given campaign at least a week, based on keyword volume and impressions.

To conclude, keyword misspellings can be a double edge sword. On the one hand they can really improve your ROAS% and at the same time lower your quality score which will hurt your ROAS% over time. Geez! you’d think the smarter we get, the easier it would be? You just need to be on top of it and you’ll be fine.

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One Response to "Mispellings and Quality Score"

  1. Dave Davis says:

    Since the QS update, it has been very difficult to get a decent price for misspellings however, if you are willing to pay the high price for a few weeks, you can find which misspellings convert best, and have the highest volume. You can then optimize your site for the number one organic result (Which is not that difficult). Sometimes a single backlink will do.
    You need to be careful though 😉

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