What are Google’s Quality Scores?
Quality Score is Google’s rating of the quality and relevance of your keywords and PPC ads. It is used to determine your cost per click (CPC) and is multiplied by your maximum bid to determine your ad rank in the ad auction process and can depend on a number of different factors:
- Your click-through rate (CTR).
- The relevance of each keyword to its ad group.
- Quality and relevance of landing page.
- Relevance of your ad text.
- Your historical AdWords account performance.
Quality Scores have a significant influence over the cost and effectiveness of your paid search campaigns. They affect how your PPC ads perform and how much you pay for each click. Quality Scores combines the relevance of keywords, with user experience and generates the Quality Score.
When more people see your ad and click it, it’s a strong indication to Google that your ads are relevant and helpful to users and as a result, Google rewards higher ad rankings and lower costs.
Benefits of improving Quality Score
It has been established that Quality Score has a direct link on your PPC success, and by taking simple steps to optimising your Quality Score, it can result in a higher ROI. As higher Quality Scores results in lower cost per conversion – how much you pay when someone takes action on what you want them to i.e. signing up for a free trial or brochure, or making a product purchase. However, since not every click turns into a conversion, conversion rates are generally higher than cost per clicks, but a strong Quality Score lowers both cost per click and cost per conversion.
A high Quality Score is Google’s way of saying that your PPC ad meets your potential customer’s needs, and the better you are at doing that, the less you will be charged from Google for the ad click.
How to Improve Quality Score
As Quality Score determines where and how often your ads appear, it can be beneficial to your company to attempt to boost your rating by trying out these methods:
- Keyword Research – Discover new and relevant keywords to add to your campaigns, long tail keywords can contribute to the overall traffic you receive.
- Keyword Organisation – By splitting up your keywords into tight, organized groups, it can be tied to individual ad campaigns more effectively.
- Refining Ad Text – PPC ad copy that is targeted more to individual ad groups is more effective at obtaining a higher click-through rate.
- Optimizing Landing Pages – Create landing pages that connect directly with your ad groups.
- Adding Negative Keywords – Research and exclude irrelevant search terms.
Quality Score is the measure of relevance and improving it entails structuring your PPC campaigns into small, well-organised groups of keywords, that can naturally improve the quality of your ads and content. This allows you to target the audience that are most likely to be searching for your products and services.
Low AdWords scores are a result of a disconnect between keywords, ad groups, ad text and landing page content. A high Quality Score comes when an AdWords account contains organized keywords in relevant keyword groups, ad texts that correspond with certain ad groups and landing pages that connect with the ads text’s offer.
There is no foolproof way to improve your Quality Score, however follow the tips in this article and you might be successful, let us know you get on!