3 Factors for Quality Score

By: Kyle Chandler  | 10/14/2015

Google defines “quality score” as “an estimated level of relevance between an ad, landing page and keyword”. This score is on a 1 to 10 scale, with the higher the number, the higher level of relevance between the three components. This number is then used in the automated bidding process for your paid search marketing. Essentially acting as a multiplier where the higher your quality score, the lower you will have to pay within the live auction and, inversely, the lower the number, the more you will have to pay. Also, if your quality score drops below a 2, your ads will no longer be eligible to show.
Photo Credit: WordStream

What does this mean for users? 

As an end user leveraging a search engine, this almost guarantees what is promised in your text ad is delivered on the landing page. This is Google’s way of making sure that their advertisers provide a consistent user experience for the users.

What does this mean for advertisers?

Relevancy is king! The more connected your ads are in their wording to the landing pages and keyword targets, the less you will have to pay in auctions, as well as lower your average cost per conversion.

So, the million dollar question is, how do you truly influence your quality score within your paid search campaigns? Well, we have broken it down into 3 core factors and best practices to follow to get the most out of your paid search campaigns:

  1. Make sure to have your high volume primary keywords in your “ad title” of your ads. As well as on your landing page in the “title tag” and “H1”.
  2. Historical click-through rate (CTR) also effects your overall quality score. Because of this, pause low performing keywords that are receiving high impressions and low CTRs. This can also happen if you had inherited an account from a previous owner and there had been a history of poor performance. Rebuilding the campaigns from scratch can help reset the historic CTR and quality scores.
  3. Negative keywords! Nothing helps improve your campaign click-through rate like removing unwanted impressions and clicks. By adding negative keywords on an ongoing basis, you can ensure that you progressively keep your quality scores in check.

To wrap up, quality score is a very important metric to keep your eye on to make sure you are getting the most out of your paid search campaigns. The benchmark average that Google defined is a quality score of 5, so keep your terms at that level or higher to guarantee you reap in the benefits!

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