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What is a Quality Score in Google AdWords?

By Alex PotenzaApril 10, 2017Pay Per Click, PPC

In the PPC world, to determine if your ad will be successful or not, you must look at your ad’s Quality Score.  Your Quality Score will have an enormous impact on the cost and effectiveness of your PPC campaigns.  A Quality Score is Google’s metric for determining where an ad is placed and at what cost. It is Google’s way of rating the relevance and quality of your keywords and ads in your PPC campaign.  Google uses your Quality Score to figure out your cost-per-click (CPC), which is then multiplied by your maximum bid. This will determine where your ad will rank in the auction process.

If you have a high Quality Score, Google is informing you that your PPC ad meets searchers and customer’s needs.  If Google sees your ad has a good Quality Score, they will position your ad ahead of your competition in Google’s search results.

Quality Score is determined by a multitude of factors including:

  • Click-through-rate (CTR)
  • Keyword relevance
  • Landing page quality and relevance
  • Ad copy relevance
  • AdWords account performance

The Quality Score helps ensure that the highest position DOES NOT go to the highest bidder, but to the most relevant bidder. It is logical to presume that click-through-rate (CTR) is arguably the most important factor.  CTR is the number of clicks that your ad received divided by the number of times your ad is shown.  If your CTR is high, this means more people are seeing your ad and clicking on it. This, in turn, tells Google that your ad is relevant and helpful to searchers.  In return, Google will reward you with higher rankings and lower costs.

How Do You Increase Your  Ads Quality Score?

Quality Score

By optimizing your Quality Score, you will be setting yourself up for success and ultimately a higher return on investment.  To increase your Quality Score, you must focus your optimization efforts on the following areas:

  • Optimize Landing Pages – Make sure the content on your landing page talks about what your ad is advertising.
  • Revise Ad Text – Make sure your ad text is relevant to what your ad and landing page are trying to accentuate.
  • Add Negative Keywords – Add as many irrelevant search terms as you can to make sure you don’t receive negative traffic.
  • Use Highly Relevant Keywords – Use long-tail keywords that you think people will search to trigger your ad.

A low-Quality Score is usually a result of irrelevant keywords in ad groups, ad text, and landing page content.  It is extremely important to make sure your campaigns are well organized. Your ad groups and ad text will be relevant to what you are trying to advertise.

At Next Level, we make sure to maximize your campaign’s “Quality Score” to ensure that you are receiving the highest position possible at the lowest cost. We do this by making sure your campaigns are extremely relevant and targeted.  Lower costs lead to better utilization of your budget, lower cost conversions, and a high ROI.  These are just a few of the advantages to working with a Premier Google Certified Partner like Next Level SEM, which has been in the paid placement industry for over 16 years.  If you are in need of an experienced Digital Marketing company to manage your PPC campaigns make sure to call Next Level SEM today. (844)736-6398

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