What Are Quality Scores For Google's PPC Campaigns
Quality scores are used by Google to determine how relevant an ad is and where were it should rank. A PPC ad on Google is made up of a text component, keywords, and a bid. Great marketers understand how each of these components work together to make a great ad. Scores are expressed in a 1-10 format. Don’t worry if your quality scores aren’t where you want them to be right now, your ads are meant for optimization. Google provides the tools for marketers to improve the written ads, keywords, bids, and landing pages.
Why High Ad Quality Scores Are Important
Google’s mission is to provide high quality and relevant content to users completing searches on the search engine. For that reason they have decided to reward marketers who create ads that meet their standards. As many of you know by now, Search engine marketing is bought on a bidding system. Not in all cases does the highest bidder appear higher in the search results though. Ads with high quality ad scores are rewarded by the search engines and are placed above ads that bid more because search engines, like Google, are focused on providing a positive user search experience.
Components That Make Up Quality Ad Scores
Ad Relevance
Well written ads outperform poorly written ads. That’s obvious. Where great marketers separate from the rest is how they organize their campaigns, ad groups, and keywords to increase the relevancy of their written ads. Incorporating top keywords from an ad group into the written ads helps ensure that the ads and appearing in relevant searches if the keywords are correct.
Expected Click Through Rate (CTR)
Search engines like Google attempt to predict the rate that users will potentially click on ad. If search engines anticipate that an ad will likely generate more clicks, it’ll increase its ad quality score. To calculate the “Expected CTR” search engines take into account previous keyword performance, device type, bidding strategy, and relative position ranking. If a keyword has a low “Expected CTR” try analyzing the data and improving the components that make up this portion of a quality ad score.
Landing Page Experience
The landing page that marketers send their users to matters to the PPC ads. Not only do the landing pages need to have original and relevant content but the landing page needs to be fast and considered user friendly. Again, Google’s goal is to produce positive user experiences so they are going to reward ads that send their users to landing pages that are most likely to achieve the users search objective.
How To Improve Landing Page Scores
Ad quality scores can be broke down to 3 individuals scores that make up the whole. If a marketer discovers that they have a relevant ad and a quality landing page but a low expected CTR, they can indentify where improvement needs to be made. With each component there are multiply ways to improve each. The best way for marketers to improve the scores is always trying something new to find out what works and ditch whats unsuccessful quickly. Previous ad scores do not hurt the possibility of increasing the score in the future. It’s supposed to be used as a current benchmark to show marketers what aspects of an ad need to be improved.
Need Help?
If after reading this article you still need help raising your ad quality scores, contact our team of online marketing consultants today. Our team of online marketing experts develop and continuously optimize Google Adwords Search Campaigns for our clients for an affordable rate. If you think that we can help, save your business time and money by starting the conversation today!
