If you are a regular advertiser who uses Google Adwords, you probably already are familiar with Google's Quality Score. Each and every keyword within your adwords account is assigned a quality score by Google. This score is calculated by Google to represent how relevant your keyword is to your advertisement and destination.
The impact of a keyword's quality score in your adwords account is far-reaching and important. Google uses the quality score to help determine the minimum amount you must pay in order for your ad to be displayed as well as the position on the page that your ad will be displayed in. Those two factors are very important to every pay per click advertiser, and thus, understanding the many aspects of the quality score is required.
The quality score is Google's attempt to keep advertisements tightly related to what their users/customers are looking for. The thinking goes that Google's customers will enjoy their search experience more with the advertisements closely related to their interest area along with the search results. Although it may be difficult to implement a perfect computer-driven ranking system, this way of thinking seems correct.
The published components of Google's quality score are the following:
1. Keyword relevance to the ad copy contained with its ad group. This aspect effectively forces advertisers to create closely controlled groups of keywords that are related to one another. Laziness to head this detail will only cause the minimum bids and ad positions to go in the wrong direction.
2. How the keyword has performed historically on Google.com. This element enforces a long-term aspect to your advertising efforts. If you don't take care to work on your ad copy for a given keyword consistently, you will very likely be looking at a higher price for your advertising well into the future. Users who have ads with a higher clickthrough rate(CTR) are rewarded, so writing relevant copy that attracts visitors is required.
3. The historical performance of your entire adwords account. Yes, you read that correctly. Google factors in the CTR from your entire account history when determining your minimum bids and ad positions. This, more than any other factor, dictates that you pay special attention to your account's quality. Get good or pay more, it's pretty simple.
4. The quality of your landing page. The destination URL that a visitor is sent to after clicking on your ad should display a page that is closely related, in Google's eyes, to the ad's topic. Landing page relevancy is a bit more abstract than the other factors, but it can weigh heaviliy on your overall pay per click performance. Sending users to relevant pages on your website will only help them find what they are looking more efficiently. Hence, Google rewards you for helping their search customers.
When you get right down to it, learning about and optimizing for Google's quality score system will only benefit your advertising efforts. Lower minimum bids and higher ad positions directly drive your return on investment higher, and are justifiably worth working towards.
The impact of a keyword's quality score in your adwords account is far-reaching and important. Google uses the quality score to help determine the minimum amount you must pay in order for your ad to be displayed as well as the position on the page that your ad will be displayed in. Those two factors are very important to every pay per click advertiser, and thus, understanding the many aspects of the quality score is required.
The quality score is Google's attempt to keep advertisements tightly related to what their users/customers are looking for. The thinking goes that Google's customers will enjoy their search experience more with the advertisements closely related to their interest area along with the search results. Although it may be difficult to implement a perfect computer-driven ranking system, this way of thinking seems correct.
The published components of Google's quality score are the following:
1. Keyword relevance to the ad copy contained with its ad group. This aspect effectively forces advertisers to create closely controlled groups of keywords that are related to one another. Laziness to head this detail will only cause the minimum bids and ad positions to go in the wrong direction.
2. How the keyword has performed historically on Google.com. This element enforces a long-term aspect to your advertising efforts. If you don't take care to work on your ad copy for a given keyword consistently, you will very likely be looking at a higher price for your advertising well into the future. Users who have ads with a higher clickthrough rate(CTR) are rewarded, so writing relevant copy that attracts visitors is required.
3. The historical performance of your entire adwords account. Yes, you read that correctly. Google factors in the CTR from your entire account history when determining your minimum bids and ad positions. This, more than any other factor, dictates that you pay special attention to your account's quality. Get good or pay more, it's pretty simple.
4. The quality of your landing page. The destination URL that a visitor is sent to after clicking on your ad should display a page that is closely related, in Google's eyes, to the ad's topic. Landing page relevancy is a bit more abstract than the other factors, but it can weigh heaviliy on your overall pay per click performance. Sending users to relevant pages on your website will only help them find what they are looking more efficiently. Hence, Google rewards you for helping their search customers.
When you get right down to it, learning about and optimizing for Google's quality score system will only benefit your advertising efforts. Lower minimum bids and higher ad positions directly drive your return on investment higher, and are justifiably worth working towards.
About the Author:
Brian Basch has been working in the area of ppc campaign management for a long time and maintains a website about adwords consultant that you should visit to get help with your ppc questions.
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