A Quality Score is essential to the success of your PPC advertising campaign. Quality Score is an estimated measurement of how relevant your advertisement is to the keywords typed in by your customers when they are searching for you online. Having a low quality score means that the Google algorithm has decided that your advertisement, key word and the landing page on your website are not particularly relevant to the search term entered. A higher quality score means that Google considers your ad and website to be highly relevant to the keywords that your customers are searching for. Quality score is measured on a scale of 1-10 where 1 is the lowest and 10 is the highest.
How does Google calculate your Quality Score?
Here are some of the most important factors that Google uses to calculate your Quality Score:
- Click Through Rate (CTR): How often has your ad been clicked on in the past after customers have searched for this keyword? Google sees a high number of clicks as a sign that your website is highly relevant to users search requests and will place a high value on CTR as part of its Quality Score calculations.
- Account History: Have other ads on your account had a high Click Through Rate? Google will look at the overall Click Through Rate for all of the ads that are in your account.
- Landing page quality: Is your landing page of a high quality and easy to navigate? Google places high importance on user experience and will award a higher Quality Score to sites that are easy for users to get around and that users find more relevant.
Understanding the factors that Google uses to calculate your Quality Score allows you to achieve the highest Quality Score possible.
Why is it important to have a high Quality Score?
Quality Score is so important because it is used to calculate your Ad Rank. To calculate Ad Rank, Adwords takes your maximum bid and multiplies it by your Quality Score. The higher your Ad Rank, the higher up the search engine listings you will appear for your keyword. Having a high Quality Score pushes you up the search engine rankings and also reduces your Cost Per Click (CPC). Your Quality Score can significantly impact the ROI of your PPC campaign, reducing costs at the same time as increasing your Click Through Rate and sales.
For more advice on how to improve your Quality Score as part of your Adwords campaign call PPC Junkies on 0845 373 0596 or email us at firstname.lastname@example.org.