What is a Quality Score?
Quality Score – Google Adwords’ rating of the relevance and quality of keywords used in PPC campaigns. These scores are largely determined by the relevance of ad copy, expected click-through rate, as well as the landing page quality and relevance. It is a component in determining ad auctions, so having a high score can lead to higher ad rankings at lower costs.
It is Google’s rating of the quality and relevance of both your keywords and PPC ads. It is used to determine your cost per click (CPC) and multiplied by your maximum bid to determine your ad rank in the ad auction process. Your Quality Score depends on multiple factors, including:
- Your click-through rate (CTR).
- The relevance of each keyword to its ad group.
- Landing page quality and relevance.
- The relevance of your ad text.
- Your historical Google Ads account performance.
These are the core Quality Score components. No one outside of Google knows exactly how much each factor “weighs” in the Quality Score algorithm, but we do know that click-through rate is the most important component. When more people see your ad click it, that’s a strong indication to Google that your ads are relevant and helpful to users. Accordingly, Google rewards you with:
- Higher ad rankings
- Lower costs
Benefits of Improving Google Quality Score
By analyzing thousands of PPC accounts, we know that Quality Score has a direct correlation on your success in Google Ads and Bing Ads. By optimizing your scores, you’ll be setting yourself up for a higher return on investment (ROI). That’s because higher Quality Scores correlate with a lower cost per conversion! Cost per conversion is different from the cost per click. It’s not how much you pay for each click, but how much you pay when someone takes the action you want them to take, whether that’s signing up for a free trial or making a product purchase. Since not every click results in a conversion, cost per conversion is generally higher than the cost per click.
It lower both your cost per click and your cost per conversion.
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