Quality score is Google AdWords’ rating of the quality and relevance of both your keywords, ads and landing page. It is used to determine your cost per click (CPC) and the position of your ad. But just how vital is it to the success of your AdWords campaigns?
In Google’s system, your quality score is multiplied by your maximum cost per click to determine your ad rank in the ad auction process. Google initially assigns your keyword a default quality score, which is usually around 6. From here, the quality rating, relevance of your keywords and ads, as well as the landing page experience, will determine whether your quality score is increased or decreased.
The higher your quality score (1 being the lowest score and 10 being the highest), the better your ad rank becomes. Ultimately, this means you will pay less every time someone clicks on your ad.
Many factors contribute to your quality score, including the click-through rate (CTR), which is the estimate of how frequently your ads will be clicked on by users. The CTR rating ranked as either above average, average or below average can help a business decipher whether the keywords in their ad will help it perform well.
The landing page experience is rated on how relevant your landing page is in relation to the clicked ad it is also rated on the landing pages user experience. It is determined by whether Google believes the user will be able to find what they’re looking for on your landing page or if they are likely to go back to the Google results page.
Another factor is your ad relevance. This measures how closely your keyword relates to your ads. Always include your keywords in your ads where possible.
The past performance of similar AdWords campaigns can also affect your quality score. If Google recognises that previously that keyword hasn’t performed very well in ad campaigns, then this is going to decrease your score. It’s advised that you re-evaluate your choice of keyword for more successful ones.
A good quality score is really useful as it allows your keywords to rank higher without increasing the bid. This can save people a lot of money, so it’s always worth investing time in improving your quality score through AdWords management.
As the quality score determines where and how often your ads appear, it is vital to increase your ratings by frequently working on your account. You can achieve this by working across several key areas:
The quality score is incredibly important, especially for getting your keywords to rank in a higher ad position without having to increase your bids. This has a huge influence on helping people assess their budget because higher quality scores usually result in lower costs per click.
Overall, a higher quality score is Google’s way of recognising that your ad is relevant to the people you’re trying to attract to your website therefore what your creating should be effective for increasing traffic.
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