A quality score is an analytical tool used by Google to determine the relevance and quality of your keywords and PPC ads. Scores range from 1 to 10, with 10 being the highest score, and 1 being the lowest. Nobody knows the exact algorithm used to determine the score. But, click-through rate, keyword relevance, landing page quality, relevance of ad copy, and your history with AdWords are all factors that determine your score.
Before we get too deep into this topic, we want to remind you that the quality score is a metric used by Google because it helps to make them money. It is not your metric; it is Google’s. However, as a PPC management company in Denver, we can tell you several things that you can take away from your quality score to improve your PPC campaigns.
It is common knowledge that the higher your quality score, the lower your costs for PPC ads. In general, the cost per conversion will decrease by 13% to16% for every point increase in your quality score. However, a closer look at the numbers done by Disruptive Advertising has proven that this is not quite so true! This decrease in cost only happens 1% of the time for all AdWords users.
So, why are customers so fixated on their quality score? At the end of the day it does affect your cost per click and your position on a given page. If your quality score is lacking and you want to boost it, here are some surefire ways to do it.
Ways to Improve Your Google Quality Score
- Research your keywords to make sure that they are not performing negatively for you. Long tail keywords are often forgotten, but can be highly effective.
- After researching keywords, organize them into smaller groups where they can be used more effectively for individual PPC campaigns.
- Optimize your landing pages so that they connect with your audience and provide them with the exact content that they desire. From the time they enter your keyword into their search bar, it should be a cohesive experience for them.
- Experiment with negative keywords. This may seem counterproductive, but you should always be adding and testing keywords to your campaigns. After monitoring their performance, you can exclude them from your campaigns.
Low quality scores are often the result of irrelevant keywords, poorly chosen ad text, targeting the wrong ad groups, and low quality landing pages. You may not have all of these problems with your PPC campaign. Individually though, they will have an effect on your score.
AdWords quality scores are basically just a determination of relevance. As your trusted Denver PPC agency, we recommend organizing your campaigns into small, potent groups of keywords that will draw your targeted audience straight to your landing page.
A high quality score doesn’t guarantee a lower cost per conversion. It is important to have a high quality score, however. It’s a catch-22, but you’re better off with a high quality score than a lower one. Our best advice is to closely monitor your ad spend and make sure that you’re not wasting your money in other places.
If you have any further questions about quality score and how it’s affecting your Denver business, please don’t hesitate to contact Denver PPC. We welcome any and all questions or comments!