If you’ve been marketing by means of Google AdWords for some time, you will be for sure familiar with the basics involved in generating a great quality score. However, the more you experiment and learn about the quality score the better your campaigns will be.
This is due to the reason that your Quality Scores have vast impact over the cost and value of your paid search campaigns. Google Quality Score impacts how your PPC ads perform and how much you pay for every click.
This article is for those who already know the basics about Quality Score since it contain more in-depth and technical points you may want to know about.
Dynamic Keyword Insertion
Dynamic keyword insertion is very useful in boosting Click-through-Rates and, consequently, Quality Score. Click-through rate is the major influencer Quality Score factor, and Dynamic keyword insertion can have a noteworthy impact on Click-through-Rates. Please remember how Google evaluates the quality score
Conversions Do Not Matter. Extensions Do!
Conversion rate is not taken into consideration while evaluating your Quality Score but ad extensions are acquiring every day more importance. Your conversion rate may perhaps be really high but if your Click-through-Rates is very small, your Quality Score will be little too.
There’s a chance that you may have a little Quality Score on your most greatly converting keyword within the ad group. This is due to the fact that you could install the conversion code on any page of the site and therefore the metric is definitively not an objective one.
The Quantity of High Quality Score Keywords Might Matter
There is nothing certain about that but it seems that the more keywords with a high quality score you have the easier it is to get high quality score on new keywords or to improve the quality score of low performing terms.There seems to be a sort of overall quality score rate influencing a whole campaign but of course nobody can say it for sure since the algorithm is not public
Do Not Forget About The URLs!!
Having a keyword in the display URL of an ad definitively helps with the quality score, at least from a CTR point of view. Based on my experience, I also suggest to use your top keywords in the destination URL because Google might then pick up the page as relevant to their keywords. Do not forget about it!
Build Keyword Relevant Landing Pages
Google employs more than a few measures to determine the quality score and not only metrics related to the campaigns. Keywords with no to few impressions can have a negative impact impact an account. It’s better to keep your ad groups small, well structured, and targeted. Also, make sure to use your keywords in the landing page and in its tags to make sure to have Google consider your page relevant