What Is A Quality Score?
Quality Score is a Google-devised system that measures advertising quality (or relevancy), which in turn helps determine if your ad is eligible to be displayed in the search results for a given query. If your ad is proven relevant, the position of your ad and the cost you pay each time it’s clicked are also partially determined by your Quality Score.
Quality Score provides a better search experience for the customer, because the sponsored ads are more closely related to what they are looking for.
The factors that determine Quality Score, as outlined by Google, include:
– The historical click-through rate (CTR) of your account and your specific keywords, that is #clicks / #impressions
– The relevance of the keywords you’re bidding on to each other and to the ads you create.
– The relevance of destination URLs that you’re sending customers to (in relation to your keywords and ad copy).
– User-experience metrics such as page loading time.
– And the catch-all, mystery meat “other factors.”
According to Google, your quality score is calculated in real-time, every time your keyword matches a search query, that is, every time your keyword has the potential to trigger an ad. Quality Score is used in several different ways, including influencing your keywords’ actual cost-per-clicks (CPCs) and estimating the first page bids that you see in your account. It also partly determines if a keyword is eligible to enter the ad auction that occurs when a user enters a search query and, if it is, how high the ad will be ranked.
A Google bot crawler periodically visits your landing pages to calculate relevant & original content, transparency and navigability.
How Quality Score Affects Ad Rank
To determine ad rank, Google simply multiplies your maximum CPC bid by your Quality Score. It’s obvious that a high Quality Score can significantly affect the positioning of your ad. Thus, it’s entirely possible for an advertiser with a lower bid and higher Quality Score to have a higher ad rank than an advertiser with a higher bid and lower Quality Score.
Even though Mary’s $2 bid is less than Tom’s $4 bid, Mary’s Quality Score is much higher. Since Tom’s ad rank of 16 is the one to beat, 16/10 = $1.60 + $0.01 = $1.61. Mary pays far less than Tom and enjoys a higher ad rank.
Reduce Irrelevant Impressions
One of the most important factors in achieving PPC success (and in increasing your Quality Score) is identifying the impressions, clicks, and keywords you should be avoiding. The power of search lies in the fact that it provides highly qualified Web traffic. In order to achieve high Quality Scores, however, you’ll have to make that traffic (and your AdWords impressions) continually more and more qualified.
Eliminate irrelevant impressions by:
1. Use More Specific Keywords
2. Use Negative Match, which allows you to tell Google which keywords you don’t want to bid on.
What Is My Current Quality Score?
Simply log in to your account, select a campaigns, then click “Keywords.” Click the “Columns” link and be sure that Quality Score is displayed. If your Quality Scores were 5/10 or lower, you probably have an account that needs a lot of work and is costing you a lot more money than it should. Start acting now:
– Identify and act on your best keywords
– Eliminate wasteful spending
– Maximize Quality Score and ROI
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