Google AdWords campaigns depend highly on the AdWords Quality Score. In order to ensure a successful AdWords campaign, you need to pay special attention to the Quality Score. The cost and ranking of your ads are determined by the Quality score.
Relevancy plays an important role in a PPC ad campaign. Highly searched keywords enable you to get a high quality score and are very beneficial for your ad campaign. The Quality score is a variable that is provided to your keywords. It measures the relevancy of your ads to the audience who are searching for your products or services.
The Quality score is a vital factor of your Google AdWords campaign. There are several reasons for this:
- The Quality score decides the eligibility of your ad to show on search results pages.
- It is an important factor which determines the position of your ad in search results pages.
- It also influences the ad extension.
- The Quality score affects your cost of campaign. A higher quality score means higher ROI and lower pricing for your ads.
- In a Google search results pages, the top spot is reserved for the highest quality score ads.
- A high quality score also enables you to insert dynamic headlines into your ads.
The Quality score determines the Ad Rank, which is the core of a Google AdWords campaign. The formula for calculating Ad rank is:
Ad Rank= CPC Bid * Quality Score
The Quality score impacts the overall performance of your Google AdWords campaign. High quality score keywords lead to better performance. Factors that are used to calculate the quality score of keywords are as follows:
- Click-through-rate (CTR).
- Ad relevancy.
- Relevancy of landing page and its quality.
- Bid amount.
- Previous AdWords account performance.
Click-through-rate affects your quality score. If your ad is shown at a lower position but gets higher clicks, then it improves your quality score. If your ad is shown on the top position but has a lower click through rate, then it will decrease your quality score.
Ad-relevancy is also an important factor to be considered while evaluating quality score. Make your ad more relevant to your business when writing ad copy. Use the keywords in the headings, not in the body of your ads.
Landing page affects your quality score. It must be relevant to the keywords which are shown on your ads. Google tracks the user’s behavior on landing pages. If a landing page has a high bounce rate, then it will impact your quality score negatively.
The Quality score is very helpful to improving your ratings. You have to pay consistent attention to maintain your quality score. Write compelling ads. Research and identify relevant keywords and add them in your ads. Exclude irrelevant keywords that are not performing well. Organize your keywords in different ad groups.
The Quality score serves as a diagnostic tool that measures the performance of your Google AdWords campaign. By optimizing and maintaining a good quality score you can get the best possible ROI and grow your business successfully.