Nearly every user of Google Adwords is very aware of the quality scoring of keywords. In fact, every single keyword is assigned a quality score. As calculated, this score is meant to portray the relevancy of your advertisement and destination to your keyword.
Quality score influences a number of very important factors within your adwords account. It affects your ad's display position on the Google network and determines your minimum required bid in order for your pay per click ad to run. There are no factors more important to the pay per click advertiser than ad position and ad pricing, so understanding Google's quality score is a worthwhile effort.
Google has implemented this scoring system in order to regulate the relevance of an ad to a user's search query. The idea is that searchers will be more satisfied if the advertisements they see along side their search results or page content relate closely to the topic they are interested in. This makes good sense, although it is not a perfect system, as any auto-compute ranking system is lacking "intuitive" understanding in great detail.
The published components of Google's quality score are the following:
1. How closely a keyword is related to the ads in its ad group. This element should cause advertisers to implement their ads and keywords in closely related units, rather than tossing all keywords together in one group. Doing the later will likely lead to high minimum click prices and lower ad spots.
2. A keyword's past performance on the Google.com website. Google wants to provide a benefit to continuously improving advertisers and this aspect encourages just that. If you are not making constant refinements to your copy for a given keyword, it will end up costing you in the form of a lower quality score and high bid prices. This makes having useful and creative ad copy a necessity.
3. How your entire adwords account has performed historically. Indeed, Google takes this into consideration when assigning your ad positions and minimum bids. There is no better time than the present to work on improving your account's status in the eyes of Google: improve your performance, or pay higher advertising costs.
4. Your landing page's quality. Your visitor is sent to the destination page by Google, thereby becoming Google's customer, and Google wants to please their customers by ensuring that the page is related to what their user is looking for. This element is pretty subjective when compared to other quality score factors, however it is an important element of your quality score. Driving visitors to pages that are closely related to their search query will likely help them find what they are looking for quickly. As such, you get rewarded for giving Google's customers what they want.
When you get right down to it, learning about and optimizing for Google's quality score system will only benefit your advertising efforts. Lower minimum bids and higher ad positions directly drive your return on investment higher, and are justifiably worth working towards. - 16035
Quality score influences a number of very important factors within your adwords account. It affects your ad's display position on the Google network and determines your minimum required bid in order for your pay per click ad to run. There are no factors more important to the pay per click advertiser than ad position and ad pricing, so understanding Google's quality score is a worthwhile effort.
Google has implemented this scoring system in order to regulate the relevance of an ad to a user's search query. The idea is that searchers will be more satisfied if the advertisements they see along side their search results or page content relate closely to the topic they are interested in. This makes good sense, although it is not a perfect system, as any auto-compute ranking system is lacking "intuitive" understanding in great detail.
The published components of Google's quality score are the following:
1. How closely a keyword is related to the ads in its ad group. This element should cause advertisers to implement their ads and keywords in closely related units, rather than tossing all keywords together in one group. Doing the later will likely lead to high minimum click prices and lower ad spots.
2. A keyword's past performance on the Google.com website. Google wants to provide a benefit to continuously improving advertisers and this aspect encourages just that. If you are not making constant refinements to your copy for a given keyword, it will end up costing you in the form of a lower quality score and high bid prices. This makes having useful and creative ad copy a necessity.
3. How your entire adwords account has performed historically. Indeed, Google takes this into consideration when assigning your ad positions and minimum bids. There is no better time than the present to work on improving your account's status in the eyes of Google: improve your performance, or pay higher advertising costs.
4. Your landing page's quality. Your visitor is sent to the destination page by Google, thereby becoming Google's customer, and Google wants to please their customers by ensuring that the page is related to what their user is looking for. This element is pretty subjective when compared to other quality score factors, however it is an important element of your quality score. Driving visitors to pages that are closely related to their search query will likely help them find what they are looking for quickly. As such, you get rewarded for giving Google's customers what they want.
When you get right down to it, learning about and optimizing for Google's quality score system will only benefit your advertising efforts. Lower minimum bids and higher ad positions directly drive your return on investment higher, and are justifiably worth working towards. - 16035
About the Author:
Brian Basch has been in the field of ppc management service for a long time and maintains a website about adwords campaign management where you can get answers to the rest of your questions.
