Google AdWords Forum

Keywords:
Specific widget- (QS, OK .30)
Specific brown widget- (QS, OK .30)
Specific brown top widget- (QS, Poor $1.00)

All keywords were in the same ad group pointing to the same landing page.

We started by creating new landing pages for each keyword:
www.example.com/widgets/specific_widget.htm
www.example.com/widgets/specific-brown-widget.htm
www.example.com/widgets/specific-brown-top-widget.htm

Landing pages were updated to be keyword specific. Keyword only in title meta tag, keyword twice in description meta tag, keyword only in keyword meta tag. Moderate to heavy keyword use in body with use of h1, h2, and h3 tags. All occurrences of keyword in body BOLDED.

Next we deleted “specific brown widget” and “specific brown top widget” from the ad group. Then we updated the AD for “specific widget” to include keyword in title and description line 1 and pointed ad to keyword specific landing page. NO CHANGE IN QS.

Next we created NEW ad group for “specific brown widget” and NEW ad including keyword in title and description line 1 pointing to this keyword’s landing page. QS CHANGED FROM “OK .30” TO “GREAT .04”

Next we created NEW ad group for “specific brown top widget” and NEW ad pointing to this keyword’s landing page. The keyword was too long to be included in the title of the ad so we used “specific widget” in the title and the keyword in the description line 1. QS CHANGED FROM “OK .30” TO “OK .10”

We then deleted the keyword, ad, and ad group for “specific brown top widget” and created a NEW ad group and NEW ad. Everything was the same except in the title of the ad we used “{KeyWord: specific widget}” and the QS CHANGED FROM “OK .10” TO “GREAT .04”

NEXT DAY: QS for “specific widget” changed from “OK .30” TO “OK .20”. We then deleted the keyword, ad, and ad group for “specific widget”. We changed the name of the landing page from “specific_widget.htm” to “specific-widget.htm” and recreated the ad group and ad pointing to the renamed landing page. QS CHANGED FROM “OK .20” TO “GREAT .03”

Observations / Suggestions:
When naming landing page files use the keyword.
Multi word keywords should be separated by hyphens, not underscore, in the landing page name.
Keyword use on landing pages including use of h1, h2, h3 tags.
Bolding keywords on landing pages.
Keyword in landing page title meta, description meta, and keyword meta tags.
Keyword in ad title and description line.
If the keyword is too long for title line use the {keyword insertion}.
Keyword specific ad groups.

It’s all pretty basic stuff but it seemed to work for us, hope it helps.