Low quality score for relevant keywords and high bounce rate - help?

[VQDesign]

I feel like I have ask relevant keywords as I'm going to get but I still have low qual. score and high bounce rate. Any suggestions?

[dynamyt100]

To me this is a simple solution. Make your content more valuable. The high bounce rate is because readers dont want to see what you are displaying.

[VQDesign]

Yeah, I totally get that as a concept. Bit of context: this is a product we are selling for quite a small market. There aren't many keywords linked to this market (many if not all are longtail and very specific) - it seemed like a done deal to use what I found but I'm confused by the lack of performance.

[Alick300]

Hi Vydex,

If I am not mistaken you are talking about QS(AdWords metric). As you mentioned the QS is low and bounce rate so first I would like to explain how to reduce bounce rate.

1>Check search term and if there are irrelevant search queries please add those search terms as negative keyword

2>Avoid broad match keywords (Use, exact, phrase & BMM).

In order to improve QS please follow all steps mentioned in below article

http://www.wordstream.com/keyword-quality-score

******Once you add a new keyword you are assigned a default QS based onother advertisers QS for the same keyword (in its_ exact match_ form). After about 1000 impressions or some time (which Google does not disclose, your KW performance "kicks in" (predominately the CTR) *****

Thanks

[VQDesign]

Thank Alick - that's good advice. I'll do some more research and see how I get on.

[MonicaOConnor]

To add to what Alick said, make sure your clicks are valuable. dynamyt100 is correct that your on page content might not be exactly what the searchers are looking for.

You QS is determined by three things, ad relevancy as it relates to your keywords, expected click through rate, and on page relevancy.

In order to improve ad relevancy, make sure you are using your keywords in your ad. If your keyword is blue widget, but your ad says buy widgets now, blue widgets will have a low QS. This also plays into your expected click through rate. If your ad relevance is below average, then your expected CTR will also be low.

On page relevancy is probably the most important factor. You shouldn't advertise blue widgets and land people on a page for red gadgets. This will dramatically effect your bounce rate.

Adding negatives will help improve your expected CTR also. If you have really broad terms then you could be picking up bad clicks.

If you want to see where you need to improve your key terms, go into your keywords and click the bubble above the keyword status and it will tell you what is below average, above average and average. That should tell you where you need to start.