What is Quality Score and why is it important for PPC?
Most people believe that ppc adwords
is a form of online advertising which, once set up, can be left to run by itself and it will continue to be profitable. Unfortunately this isn’t the case due to Google’s elusive Quality Score metric.
Quality score, as defined by Google, is:
“Quality Score is an estimate of how relevant your ads, keywords, and landing page are to a person seeing your ad. Having a high Quality Score means that our systems think your ad, keyword, and landing page are all relevant and useful to someone looking at your ad. Having a low Quality Score, on the other hand, means that your ads, keywords, and landing page probably aren't as relevant and useful to someone looking at your ad.”
Basically this means that google rate your campaign based on relevance and previous performance data from the following factors:
• Your keyword’s past click-through rate (CTR)
• Your display URL’s past CTR
• The overall CTR history of the entire account
• The quality score of the landing page- this means pointing your ads straight to your homepage is a no-no!
• Keyword/ad relevance
• Keyword/search relevance- are you using negative keywords?
• Geographic performance- is your campaign targeted to a specific area?
• An ad’s historical performance (Display Network only)
• Performance by targeted device (desktop, mobile, tablets, etc.)
Why is quality score important?
Quality score really does matter to your ppc campaign, as a high score will increase the likelihood of your keyword entering the auction. It will reduce your costs per click and it will increase your ad position on the search engine results page.
This means that your ppc campaign really does need to be managed closely, so that you do not waste money on irrelevant clicks and so that you get the most out of the keywords within your campaign.
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