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.
Quality score influences a number of very important factors within your adwords account. It affects your ad's display position on the Google network and determines your minimum required bid in order for your pay per click ad to run. There are no factors more important to the pay per click advertiser than ad position and ad pricing, so understanding Google's quality score is a worthwhile effort.
In order to try to keep ads related closely to what the user is searching for, Google decided to introduce the quality score to adwords. Ideally, users will experience a better result if the advertisements displayed next to their queries are closely related to their area of interest. This is both logical and a bit idealistic: as any algorithm-driven ranking system is bound to have some problems with understanding every single keyword.
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. The historical performance of the keyword on Google.com. This factor means that if you don't have your act together today, you will likely end up paying a higher premium for your ads tomorrow and into the future. Google has decided to reward advertisers whose ads have a higher CTR(clickthrough rate), so attention-grabbing ad copy and relevancy is a must.
3. The historical performance of your entire adwords account. Yes, you read that correctly. Google factors in the CTR from your entire account history when determining your minimum bids and ad positions. This, more than any other factor, dictates that you pay special attention to your account's quality. Get good or pay more, it's pretty simple.
4. The quality of your landing page. The destination URL that a visitor is sent to after clicking on your ad should display a page that is closely related, in Google's eyes, to the ad's topic. Landing page relevancy is a bit more abstract than the other factors, but it can weigh heaviliy on your overall pay per click performance. Sending users to relevant pages on your website will only help them find what they are looking more efficiently. Hence, Google rewards you for helping their search customers.
In the end, paying strict attention to, and optimizing for, Google's quality score for each keyword in your account will result in lower minimum bids and higher ad positions. Both of these factors affect your return on investment for your advertising dollars and are therefore worth understanding intimately.
Quality score influences a number of very important factors within your adwords account. It affects your ad's display position on the Google network and determines your minimum required bid in order for your pay per click ad to run. There are no factors more important to the pay per click advertiser than ad position and ad pricing, so understanding Google's quality score is a worthwhile effort.
In order to try to keep ads related closely to what the user is searching for, Google decided to introduce the quality score to adwords. Ideally, users will experience a better result if the advertisements displayed next to their queries are closely related to their area of interest. This is both logical and a bit idealistic: as any algorithm-driven ranking system is bound to have some problems with understanding every single keyword.
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. The historical performance of the keyword on Google.com. This factor means that if you don't have your act together today, you will likely end up paying a higher premium for your ads tomorrow and into the future. Google has decided to reward advertisers whose ads have a higher CTR(clickthrough rate), so attention-grabbing ad copy and relevancy is a must.
3. The historical performance of your entire adwords account. Yes, you read that correctly. Google factors in the CTR from your entire account history when determining your minimum bids and ad positions. This, more than any other factor, dictates that you pay special attention to your account's quality. Get good or pay more, it's pretty simple.
4. The quality of your landing page. The destination URL that a visitor is sent to after clicking on your ad should display a page that is closely related, in Google's eyes, to the ad's topic. Landing page relevancy is a bit more abstract than the other factors, but it can weigh heaviliy on your overall pay per click performance. Sending users to relevant pages on your website will only help them find what they are looking more efficiently. Hence, Google rewards you for helping their search customers.
In the end, paying strict attention to, and optimizing for, Google's quality score for each keyword in your account will result in lower minimum bids and higher ad positions. Both of these factors affect your return on investment for your advertising dollars and are therefore worth understanding intimately.
About the Author:
Brian Basch has been working in the area of ppc management for a long time and maintains a website about adwords ppc management where you can get answers to the rest of your questions.
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