Quality Score Impacts on Pay-per-Click Advertising
Your Google AdWords Quality Score measures of the quality, relevance, and performance of Pay-per-Click advertising campaigns at the keyword level. It affects:
Your Cost per Click
The Volume of Traffic
The Position of Ads
Google’s goal with Quality Score is to ensure the ads that show up on their search engine results page are the most relevant possible for the searcher.
Your goal with quality score should be the same as Google’s. Without it, your ads will show less often at a higher cost (if they show at all). Quality Score also helps determine what position your ad shows in:
Ad Rank = CPC bid × Quality Score
So if you focus on increasing Quality Score, and align your PPC goal with Google’s, you can out-compete any other advertiser’s budget. On Google, you can’t “buy your way to the top.” Your ad can show in the top position even if you are bidding less than your competition.
AdWords Quality Score has a major impact on your PPC success and profitability. So what is it?
Quality Score is Google’s rating of the quality and relevance of your keywords, ads, and landing page. It is used to determine your cost per click (CPC) and multiplied by your maximum bid to determine your ad rank in the ad auction process. Your Quality Score depends on multiple factors, including:
Your click-through rate (CTR)
The relevance of each keyword to its ad group
Landing page quality and relevance
The relevance of your ad text
Your historical AdWords account performance
Building Custom Landing Pages Just for Pay-per-Click Campaigns
When you look at all the factors that go into your Quality Score, the one you have the most control over, and can endlessly experiment on, is your Landing Page. Why send your most expensive clicks to a page that will just make them more expensive?
It’s time to consider rolling out Landing Page experiments that will increase your traffic, lower your costs, lower your cost-per-conversion, and increase your ROI from Pay-per-Click.
Let’s get experimenting.
Did you enjoy this post? Sign up for more.
Subscribe to Blog via Email
The Catalog Blog covers opinions and information on all things catalog. Have something to add? Leave a comment below. Catalog University is devoted to helping you get ahead in the fun and fascinating world of catalogs. If you want even more information about cataloging, including FREE Pub Talks, be sure to sign up for the Cat-U mailing list. We will never share your name with 3rd parties.