If you’re trying to optimize your pay-per-click (PPC) campaigns, it is critical that you have a solid understanding of Quality Score. The value of having a strong Quality Score has recently increased, resulting in cost-per-click savings of up to 200%. However, that’s not the only factor that has gone up – it has become progressively challenging to achieve a high Quality Score than it was several years ago.
What is Quality Score?
Quality Score is Google’s systematic rating of the quality and relevance of your keywords and PPC ads. Multiplied by your maximum bid to determine your ad rank, Quality Scores are also used to monitor your cost-per-click (CPC). Quality Score factors heavily depend upon the quality of your landing page, keyword, and ad text relevancy and your historical AdWords account performance, with your click-through rate being the most important component.
Important Quality Score Facts You Need to Know
1. They can increase or decrease dramatically from day to day
2. Clickthrough rate (CTR), can rapidly change Quality Scores
3. Some shifts may bounce back immediately
4. A unit change in Quality Score affects CPC by up to 5%
5. There are seven different types of Quality Scores
How It Affects your AdWords Account
Quality Scores ensure that relevant and high-quality ads are returned to users through AdWords. The program utilizes your Quality Score to balance the relevance and quality of ads alongside their CPC bid or ad rank.
A high Quality Score enables a healthy AdWords account because it allows you to participate in ad auctions. If your Quality Score is low, you will always be limiting your AdWords performance.
How to Increase Your Quality Score
Your Quality Score determines where and how often your ads appear, so it’s critical to improve your ratings. You can achieve this by doing several things.
- Always use quality, highly relevant keywords to add your campaigns, including long-tail opportunities that can contribute to the meat of your overall site traffic.
- Research, categorize and exclude irrelevant search terms that are wasting your budget and dragging your Quality Score down.
- Balance your keywords in organized groups so that they can be efficiently linked to individual ad campaigns.
- Target individual ad groups with your PPC ad copy. More effective ads get higher clickthrough rates (CTR), one of the best ways to increase your Quality Score.
Your Quality Score is heavily measured by relevance. Organizing your PPC campaigns into tight, well thought-out groupings can help to increase your Quality Score drastically. Take the time to thoroughly research and organize keywords to better reach your target audience and organically boost your Quality Score.