If you have any experience of Google Adwords you may have come across the phrase “Quality Score”. Quality Score is a very important aspect of any Google Adwords campaign and if you don’t understand what it is then you are likely not getting the most out of you Google ads. This blog will give you a whistle stop tour of what Google Quality Score is and why its so important to Adwords performance.
Google Quality Score is an algorithm that takes into account the following factors:
- The historical click through rate (CTR) of the keyword
- The historical performance of the account. Measured by the CTR of all the ads and keywords in your account
- The quality and relevance of the landing page and how often it’s updated
- Adtext relevance – Google will check to see if your Adtext is highly relevant to the words you are bidding on
- How relevant the keywords in your Adgroup are to the search query and also whether the Adtext that is triggered by search query has the keyword in it
In addition to the above, the Quality Score algorithm incorporates other factors that Google purposely keeps secret to ensure no one abuses the system.
Why does Quality Score exist?
- FOR advertisers – they want to have their ads seen by people searching for exactly what they offer, and hopefully resulting in a conversion. Quality Score ensures their ads are only shown when relevant allowing them to increase their return on investment (ROI).
- FOR searchers – they want to see relevant ads so they can quickly and easily find exactly what they are looking for. Quality Score helps ensure the most relevant ads are displayed at the top of the search results.
- FOR Google – Google NEEDS the best experience for both advertisers and users, and Quality Score is one of the ways they try to achieve this. If they don’t provide a good experience people will go elsewhere.
What does Quality Score mean to me?
Using this algorithm, Google rewards those that have highly targeted campaigns and Adgroups (which are therefore more relevant to the searcher) by giving a higher Quality Score. This in tern means you will pay less for your average CPC as Google takes Quality Score as well as your CPC bid into account when ranking your ad.
You can check the quality score of any of your keywords, the Quality Score is shown within Adwords itself next to all your keywords, it uses a scale of 1-10 with 10 being the best. When speaking to a Google representative, he denoted that a quality score of 7 or above is what you should be aiming for.
There are several possible reasons for a keyword having a low Quality Score; such as the CTR, relevancy to the rest of the keywords in your Adgroup, your Adtext’s etc. To help raise a poor Quality Score you can think about splitting that keyword out into a new Adgroup and targeting it precisely with more relevant Adtext or landing page.
If you want to save money using Adwords, you should be paying very close attention to Quality Score.