Google AdWords Quality Score
Google AdWords Quality Score is a ranking system that determines the relevance of your paid advertisement on a 1-10 scale. For most paid search marketing teams, it is believed that any negative ad rankings will affect your AdWords account as a whole and have an impact on your overall quality score.
Quality score determines your CPC (cost-per-click) and is multiplied by your maximum bid to determine your ads rank in the auction process.
Quality score is determined by three main factors: landing page relevance, ad relevance, and your CTR. Quality score is also affected by the relevance of your keyword usage to its ad group and the historical AdWords account quality score.
So why is this important?
Possessing a high Google AdWords quality score can translate into lower CPCs, higher ad rankings, and a higher ROI. Ads with a higher quality score gain a higher ROI because CPCs are lowered for the bidder, ads are ranked higher, and you generally get a lower cost-per-conversion ratio. Cost-per-conversion is based on how much you pay for each conversion.
The Google benchmark for quality scores is a 5 and anything higher will receive a reduced CPC and anything lower will receive a higher CPC bid. This is because Google wants to improve user experience and ads with more relevant keyword groups, landing page relevance, and improved ad texts are more likely to connect with a higher user experience and gather greater CTRs. Even Google makes more revenue from increased CTRs.
There are many ways to improve your quality score to ensure lower CPC rates and improve your ads ranking. The first way would be to adjust the relevance of your keyword research to its ad group. Organizing or grouping keywords can help to better manage individual ad campaigns and drive more traffic to your website.
Adjusting the relevance of the landing page to create a cohesive, easy, and user friendly experience will have a great impact on improving your Google AdWords quality score, among other things. It is also important to improve your ad text’s relevance. In terms of PPC campaigns, gathering the best ads that translate to higher CTRs will improve your quality score and lower your CPC rate. Lastly, it is important to get rid of negative keywords that are spoiling your ad rankings and damaging your AdWords account as a whole.
Quality Score Google AdWords is a necessary factor to consider when optimizing your PPC campaign. Lower quality scores can be a detriment to a beginner’s PPC trials and possessing a high quality score will help your paid ad remain relevant for a longer time and ensure a higher conversion rate. This translates to a much higher ROI for any company.