Rocco Alberto Baldassarre
Google allocates a Quality Scores in a campaign. This score can have spectacular effects on your campaign performance and can give you an advantage if you know how to augment your score. The idea is to reward those advertisers who are giving the most excellent experience to searchers from keyword query to landing page. If you present a helpful experience for searchers, Google will reward you a good Quality Scores in return.
Quality Score is a dynamic variable assigned to each of your keywords that essentially affects your ad rank and the cost per click. So for a higher Quality Score, you can achieve a higher ranking at a lower cost.
Finding Quality Score
1. Sign into your Adwords account.
2. Select the campaign that you’re working on.
3. Click the Keywords tab.
4. Click on Columns in the toolbar right below the Keywords tab that you just clicked.
5. Click Customize columns.
6. Select the Qual. score box; you will see a check mark after you have checked it.
7. Click Save when you’re done. Now you should see the quality score.
Pillars of The Quality Score
- Click-through rate (CTR)
- Ad relevance - the relevance of the keyword or search query to the ad
- Landing page - the relevance and reputation of your landing page to the ad and the search query
Quality score is Google’s way of calculating each of your keywords significance to what you’re doing. It measures how pertinent your keyword is to your ad text, to a users search query, your landing page, how quick your website loads, what keywords are on your landing page and a assortment of other factors.
Quality Score matters because it is representative of the relevance of your ads to users’ search queries. Quality Score helps Google ensure that the ads users are seeing are pertinent to their search queries.
Quality Score is extremely important for a lot of reasons. This metric determines whether a keyword is even qualified to go into an auction and, consequently, whether your ad will show for a user’s query on the Google Search Network. Furthermore, Quality Score, along with CPC bid, establish ad rank, and this is very significant – particularly for advertisers with a restricted budget. The ad rank formula for the Google Search Network is Ad Rank = CPC bid × Quality Score
With Quality Score as a factor in shaping ad rank, advertisers with undersized budgets can endeavor to optimize their accounts and can end up in top ad place, even if their bid is inferior to a competitors’ bid with a lower Quality Score. Quality Score also have an effect on ad placement on the Google Display Network. The ad rank formula for keyword-targeted ads is Ad Rank = Display Network bid × Quality Score
For placement-targeted ads on the display network, Google mull over your bid, either for the ad group or for individual placements, and your ad group Quality Score. The ad rank formula for placement-targeted ads on the Google Display Network is Ad Rank = Bid × Quality Score
If your keyword-level Quality Score is too low, your keyword might not even be able to enter an auction, meaning your ad won’t show and get to compete for a searcher’s business. If your Quality Score is low, your ad rank will be low, likely meaning less traffic to your site and a lower ROI.
Increasing you quality score and optimizing your Adwords PPC campaign is an absolute must if you want to reduce your spend and at the same time increase your sales. There are a lot of other factors, known that go into improving quality score.