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

Impact on Quality Score

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

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.

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