PPC Management - Adwords Quality Score
by: BrianBasch |
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Nearly every user of Google Adwords is very aware of the quality scoring of keywords. In fact, every single keyword is assigned a quality score. As calculated, this score is meant to portray the relevancy of your advertisement and destination to your keyword.
Perhaps nothing affects your adwords account more than your quality score. This score influences your minimum bid amount and your ad position for each keyword in your account. Because ad position and pricing are so crucial to the success or failure of your efforts, comprehending Google's quality score is a necessary evil.
The quality score is Google's attempt to keep advertisements tightly related to what their users/customers are looking for. The thinking goes that Google's customers will enjoy their search experience more with the advertisements closely related to their interest area along with the search results. Although it may be difficult to implement a perfect computer-driven ranking system, this way of thinking seems correct.
The publicly-known elements of the quality score system are:
1. How closely a keyword is related to the ads in its ad group. This element should cause advertisers to implement their ads and keywords in closely related units, rather than tossing all keywords together in one group. Doing the later will likely lead to high minimum click prices and lower ad spots.
2. How the keyword has performed historically on Google.com. This element enforces a long-term aspect to your advertising efforts. If you don't take care to work on your ad copy for a given keyword consistently, you will very likely be looking at a higher price for your advertising well into the future. Users who have ads with a higher clickthrough rate(CTR) are rewarded, so writing relevant copy that attracts visitors is required.
3. Past performance of you whole adwords account. Not surprisingly, Google looks at your entire account's history as a component of your quality scoring and bid pricing. Because of this, it highly recommended that you work to optimize and enhance your account's campaigns in order to reap the benefits that can bring to your advertising expense.
4. How closely your landing page relates to your effort. When a potential customer clicks on one of your ads, it makes sense that the page they are sent to should closely relate to what they are searching for. This benefits everyone involved as the user can more quickly find what they want, Google looks good for helping them find it, and you are rewarded by having a much improved chance winning that customer's business. This element of the quality score is more subjective, but makes sense from the big picture perspective. Google rewards your good service to their customers.
When you get right down to it, learning about and optimizing for Google's quality score system will only benefit your advertising efforts. Lower minimum bids and higher ad positions directly drive your return on investment higher, and are justifiably worth working towards.
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About the Author
An expert in adwords ppc management, Brian Basch leverages cutting-edge techniques and years of experience to help his clients attain drastically improved results. Sick of wasting time trying to master pay per click? Please visit: http://www.propayperclickmanagement.com/ for help today!
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