Many businesses who advertise with Google through their Adwords Pay-Per-Click Network are unaware of the ‘Quality Score’ elements now applied by Google.
Most marketers undestand the concept of buying/bidding for placement on search engine results pages for a flat (bid) price. In today’s world however marketers need to understand how to manage both bid prices and relevancy targeting.
Quality Score for Google
Quality Score for Google is a dynamic metric assigned to each of your keywords. It’s calculated using a variety of factors and measures how relevant your keyword is to your ad group and to a user’s search query. The higher a keyword’s Quality Score, the lower its minimum bid and the better its ad position.
Quality Score along with quality-based minimum bids, are clear indicators that Google evaluate many factors, such as your ad text and click-through rate (CTR) to determine the minimum bid for your keyword. Recently Google have incorporated a new factor into the Quality Score – the landing page.
Tip for Increasing Your Quality Score
Add the keyword into your ad. Common sense, although you would be surprised how often this is overlooked. With the keyword in your advert, a user is more likely to click on your ad, thus increasing the click-through rate (CTR) - an important Quality Score (QS) factor.
