What is Quality Score in Google AdWords?
If you are running a Google AdWords campaign, or you are setting up a new campaign for the first time and are unsure of the meaning of ‘Quality Score’, then you have come to the right place.
Quality Score is Google’s rating of the quality and relevance of your chosen keywords, ads, and landing pages.
Thousands of advertisers are fighting for that top ranking position in Google for the same keywords. So, how does Google decide which ads rank where, in what position, and at what price?
This is where Quality Score comes in.
Quality score is the Google Ads rating system. It scores your ad from one to ten based on its quality and relevance. But why does Google use Quality Score, how does it work, and how can you improve the quality score of your Google Ads?
Firstly, let’s break down the ranking system. Google will base your Quality Score on the following:
- Landing page experience
- The relevance of ad text to keywords
- The quality of the ad, and
- Historical performance, including the Click-Through Rate (CTR)
Out of all these factors, relevance is the most important. The more relevant your keywords and ad copy are to the service or product you are promoting, the better your Quality Score will be.
Now that we understand the ranking system, let’s talk about how the quality score is calculated:
It is no secret that Google uses algorithms to determine where organic search results will be placed. It also uses algorithms to monitor and predict how users interact with the Search Engine Results Page (SERP).
Quality Score is an evolution from the days when Google used CTR to see which keywords were less relevant, or if advertisers should pay more to be in a good position.
So, why does Quality Score matter?
To put simply – it matters for Return On Investment (ROI). Google rewards its advertisers with high Quality Scores by giving them lower costs and higher ranks. Meaning, advertisers with high-quality scores can bid lower than their competitors that have a low Quality Score, but still have their ads rank higher in the SERPs.
Focusing on your Quality Score is vital if you want to drive serious revenue through Google Ads.
Last, but not least – how can you boost your quality score?
To improve your Quality Score, you must improve the relevance of your ads, the keywords, and landing pages. You should:
- Keep keyword groups small but extremely relevant
- Optimise your landing pages to deliver a great user experience
- Customise the landing pages for specific groups (this ensures the pages are highly relevant for the keywords, and ads)
At WebEagles, we have a wealth of experience in curating and executing Google AdWords campaigns that perform. For more information, contact us on 1300 123 808 and talk to one of our digital marketing experts today.