Your Quality Score is the grade Google AdWords gives your paid ad. This score will determine the ranking position of your ad in search results and the cost-per-click (CPC). Getting a better understanding of what goes into your PPC Quality Score is important because it increases your chances of getting a higher score, gets you ahead of other competing advertisers and can decrease the costs of your CPC. All good things! Here's what you need to know about ad score and some tips on how to improve yours.
Google AdWords has its own ranking factors to determine the quality of your ad.
Previously Google has said they want to get the most relevant search results for their users and this relates to organic AND paid search.
Having a high score for the quality of your paid ads means your ad will appear higher than other ads who have a lower score. This helps to stop spam ads taking the higher positions and irritating searchers.
When you're part of a competitive market, it's crucial your score is higher to ensure your competitors aren't getting more clicks than you.
Why did Google introduce Quality Score? To improve the quality of ads that are listed AND improve user experience.
There are multiple factors that makes up the score of your paid ad:
Google AdWords assesses how relevant your keyword ad is and how relevant your landing page is.
Relevance is key for Google's users as they want to click on the search result that will be most relevant and answer their search query.
Your score is also based on your previous ad history and CTR of your ads. To Google, having a high CTR suggests your ads and website have a successful reputation of attracting new and returning visitors.
By improving your ad quality, you can increase the position of your ads and decrease the CPC. You'll save money by making your ads better quality and win a higher position over your competitors.
Here are some ways you can improve your score, such as:
While Paid Ad campaigns are effective at getting immediate results, they can be costly too. Here are some in-house tips that we use to reduce PPC spend and improve other areas of our marketing, use them on your next campaign: