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Good Quality Scores are proven to dramatically reduce AdWords bid costs, but aren’t we missing something here?

Quality Score chatter

There’s a lot of talk about better Quality scores reducing advertisers AdWords costs (http://www.wordstream.com/blog/ws/2013/03/26/google-quality-score). As the chart below shows (courtesy of ClickEquations Inc.), QS changes produce either a significant saving - or cost – depending on in which direction it’s heading.

It's all about the words

Useful though this obviously is, it looks at Quality Score from a purely algorithmic perspective. And PPC managers and PPC agencies up and down the land will be nodding their heads and mentally reaching for their AdWords tools. But are we missing something here?

Quality Score is partly based on CTR, and once all the available tools have been used to optimise exposure, whether a User clicks on an ad is determined by what the ad says to them. In this respect AdWords is no different to any other copy driven advertising medium, after all it’s called “Ad Words” for a reason.

Copywriting craft

There’s a multitude of tools out there to help advertisers improve performance and ROI that are algorithm based or to do with AdWords account management. But when was the last time you saw anything to do with actual copywriting?

The only reason AdWords copywriting hasn’t been turned into an effective tool is because, being a craft skill, it simply can’t be done. However, this doesn’t mean that copywriting doesn’t have a vital role to play. Or, that copywriting’s role can’t be measured in terms of improved CTRs, Conversions, Sales, ROI and yes, Quality Score. After all, there isn’t an advertising medium that’s ever existed that hasn’t been made to work more effectively by introducing professional copywriting.

So why should a hugely influential new advertising medium, that’s just so happens to be all about – and only about - writing, be any different?

Imagine what this famous poster would have been like if instead of having been written by a proper copywriter, it had been written by the average AdWords writer instead...

“AdWords isn’t working”

See the difference? Now ask yourself, how much better would your AdWords campaigns be if they were written by a professional copywriter because, and to paraphrase the famous Conservative Party election poster above, without crafted copywriting your “AdWords isn’t working”. At least, no way near as well as it should be.
By Paul Booth

Paul is the Chief Executive Officer of The ATO Co, which delivers ATO AdWords copywriting for UK-only and international brands in over 80 countries around the world.