Good “Quality Score” is the key to success for running profitable Google AdWords campaign. You can master PPC by understanding the quality score which is an estimate of the quality of your ads against your targeted keywords and search queries. You can boost the performance of your PPC by improving quality score, so here are a few things that you must know:
What is Quality Score?
Google AdWords assigns a score of 1-10 for each keyword present in your PPC campaign to estimate the quality of your ads and landing pages triggered by that keyword. Having good quality score means your ad will earn more clicks, appear in a higher position, and bring you the most success. There are 3 basic components of quality score:
- Expected Click-through Rate (CTR)
- Ad Relevance
- Landing Page Experience
Expected Click-through Rate also known as CTR reflects how much your ad gets clicked when it’s shown against your targeted keywords. Ad relevance means how well your keyword matches the message in your ads. For example, if someone searches for your keyword and your ad shows up, your ad must seem directly relevant to their search.Landing page Experience means how relevant and useful your website’s landing page will be to people who clicked on your ad.
There are 3 statuses which are associated with the above components of quality score: above average, average, or below average. Having ‘above average’ or ‘average’ status for all of the 3 components CTR, ad relevance, and landing page experience means your ad will earn maximum quality score out of 10.
Impact of Quality Score on PPC
Quality score has huge impact on PPC in terms of cost per click and cost per conversion. If you want to get higher return on investment (ROI), you need to optimise your AdWords quality score. Quality score is inversely proportional to cost per click. Higher the AdWords quality score, lower will be the cost per click against your targeted keywords. Your ad will rank in top 3 positions with lower cost per click if your quality score ranges from 7 to 9. Once your ad starts appearing in top 3 positions, your conversion rate will also be increased.
How to Improve Quality Score
Having understood the basic concept of quality score, here are few things which can be really helpful in improving your AdWords quality score:
Keyword Research: Discover new and highly relevant keywords and search queries to get your ads in front of potential customers and get more clicks.Adding additional, relevant keywords to your keyword list can help you reach people who are interested in what your business offers but may not currently be seeing your ads.
Organize your Keywords: Organize your keywords by theme and create more relevant ads. When people search for your products, they’ll be more likely to click on relevant ads. By creating new ad groups from existing keywords, you can group your keywords by themes and create more relevant ads.
Refine your Ad Text: Refine your Ad copy and text. Include your targeted keywords in your ad copy to rank higher in top positions.
Optimise Landing pages:Optimise your landing pages for your ads. Your landing page should be clear and useful to customers. Your landing page must contain keywords for which your customers are searching for. Add clear call to action to button your landing page so that customers can easily contact you or sign up.