The Importance of Quality Score
Quality Score is an estimate of the quality of your ads, keywords, and landing pages. Higher quality ads can lead to lower prices and better ad positions.
- You can see your Quality Score (Quality Score is reported on a 1-10 scale and its components (expected clickthrough rate, ad relevance, and landing page experience) in your keywords’ “Status” column.
- The more relevant your ads and landing pages are to the user, the more likely it is that you’ll see higher Quality Scores.
Expected Clickthrough Rate
Expected clickthrough rate takes into account the historical performance of your ads. At the same time, it excludes the effects of ad position (higher ad positions generally lead to better clickthrough rates), ad extensions, and ad formats. Clickthrough rate is a good indicator of relevance and can help you know if you’re sending the right message to the right audience. Your ads are more likely to be clicked when your ad copy is compelling and relevant
The second factor that affects quality score is ad relevance which measures how closely your ads match your keywords. If your ads brag about the cleanliness of your hotel rooms but appears when someone searches for flights to Dallas your ad relevance will suffer. If your keywords have below average ad relevance you may need to rewrite your ads or break up your ad groups into more specific ad groups. Whenever the search volume justifies it, you should make your ad groups as specific as possible and then match your ad copy to the keywords.
Landing Page Experience
Your landing page is evaluated on its content (is it relevant, useful and original?), transparency and trustworthiness, ease of navigation, and loading time. If your landing page was designed following industry best practice you won’t need to change very much. Just make sure you’re sending people to the landing page that most closely matches their search.
Benefits of Improving Google Quality Score
By optimizing Quality Score, you’ll be setting yourself up for higher return on investment. That’s because higher Quality Scores correlate with lower cost per conversion. Cost per conversion is different from cost per click. It’s not how much you pay for each click, but how much you pay when someone takes the action you want them to take, whether that’s signing up for a free trial or making a product purchase. Since not every click results in a conversion, cost per conversion is generally higher than cost per click.Luckily, strong Quality Scores lower both your cost per click and your cost per conversion.
Generally speaking, the higher your Quality Score, the lower your cost per conversion. Remember, a high Quality Score is Google’s way of saying that your PPC ad meets your potential customers’ needs. The better you are at meeting the prospect’s needs, the less Google will charge you for the ad click.
How can I make my quality score optimal?
This is the heart of the whole matter. If you want your ads to perform well, if you want a high quality score, ensure that your ads, keywords, ad groups, and landing pages are all related. Just as your credit score can affect whether or not you qualify for a loan and how high your interest rate is, Google Quality Score affects how your PPC ads perform and how much you pay for each click.
At Ads Bulgaria, we essentially work with custom Headline 1s in your ad copies, in order to ensure that the relation and relevance between all the components of the campaign is optimal, thus insuring a good quality score and lower CPCs!