What is the Importance of AdWords Quality Score?


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?

What is the AdWords quality score?

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.

What affects the quality score?

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.

Why should you improve your quality score?

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.

How to improve your quality score

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:

  • Update keywords – Continuously researching for new, more relevant keywords to incorporate into your AdWords campaigns, including long-tail keyword opportunities that can contribute to increasing your overall traffic.
  • Keyword organisation –  If you divide your keywords into ad groups that are each tailored to your different individual adgroups and campaigns. Then, in the end, you are going to be creating more effective ads overall.
  • Fine-tune ad text – If you try with different PPC ads that are more targeted towards your individual ad groups which will increase the effectiveness. More effective ads get a higher CTR, which is one of the best ways to improve quality score. Include your keywords in your ads.
  • Optimise landing pages – You should aim to create pages that relate directly to your ad group which will help provide a cohesive experience for visitors, in the transition from keyword to conversion. If Google thinks users will find your AdWord appropriate to the content on your landing page then gradually your quality score will increase. You should also make sure that your focus keyword in on the landing page at least once.
  • Negate irrelevant matches – Regularly evaluating the keywords you’ve used and excluding relevant search terms that are wasting your budget will consequent in a better performing ad.

So, how important is the quality score?

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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