The All important factor: Google Adwords Quality Score

Digital Marketing Insights

The All important factor: Google Adwords Quality Score

May 27, 2015 PPC 0
adwords quality score

 

If one day you decide to jump into the world of Paid Search and use Adwords Advertising, there’s one essential metric that will eventually pop up in almost every PPC improvement strategy you’ll come across; it’s the all important factor called “QUALITY SCORE”!

Understanding Quality Score is fundamental for the success of your paid search campaigns. Simply put, if you’re an Adwords advertiser, improving your Quality Score should be at the very top of your agenda and among your top priorities. But before we jump into WHY Quality Score is so important? Let’s define what Quality Score really is…

Quality Score is a numeric metric in Google Adwords measured on a scale from 1 to 10 (10 being best). This metric will help Google to determine if your ad is eligible to be shown in the sponsored space of search engine, the position it will be shown at and how much you’ll pay for each click. In a nutshell, it is an estimate of how relevant the Keyword, Ad and Landing page are to the person viewing your Ad. Quality Score is updated frequently and calculated at each time someone does a search that triggers your ad. Their is no specific formula that has been revealed to show how quality score is really calculated but you can see what factors affect quality score by going Google support  

WHY DOES IT REALLY MATTER?

1 – Better Ad rank and positioning

The Adwords game is all about positioning, although there are various factors that affects your Ad Position, Quality Score is one of the most important factors affecting this measurement.

To determine ad rank (or ad position), Google simply multiplies your maximum CPC bid by your Quality Score.

FORMULA

As you can see from the above formula, it’s obvious that a high Quality Score can significantly affect the ad positioning. It’s entirely possible for an advertiser with a lower bid and higher Quality Score to have a higher Ad Rank than an advertiser with a higher bid and lower Quality Score.

2- Lower Cost per Click (CPC)

The second reason you should be obsessed with your Ads’ Quality Score is the effect it has on how much you pay per click, Quality Score is basically one of the main factors that determines how much you’re charged per click!

FORMULA FOR AD RANK

It becomes obvious looking at the above formula how much of key impact Quality Score plays in defining the actual costs per click. Based on this formula, pursuing an effective strategy to raise your Quality Score will eventually lower your cost per click whilst increasing your campaign profitability; you may find yourself charged less per click than your maximum bid.

 

By this is point, it is clear that Quality Score has an enormous impact on your PPC campaigns performance and profitability. You can almost certainly imagine the cost and positioning rewards you can enjoy as a result of enhanced Quality Score!

And if Quality Score is the Holy Grail of PPC advertising, then ongoing optimization is the key – it’s only through constant PPC optimization work that you will be able to witness the improvements in Quality Score.

 

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