Loading ...Adwords Quality Score
So your boss:
is planning an online marketing campaign and there’s all this jargon flying around which you have no clue about. Quality Score what? you ask. Now before you go ahead and show your ignorance at the brainstorming session that makes your boss finally sign the firing letter that has been on his desk, read on.
Quality Score is a variable which is dynamic and which is allocated to every one of your keywords. It is computed using various factors and it quantifies the relevancy of your keyword vis-à-vis the text in your advert and the search word the user has submitted.
Quality Score affects the position of your ads on Google and the Google Network. It also goes towards determining your keywords’ minimum bids. In general, the higher your Quality Score, the better your ad position and the lower your minimum bids.
The main use of Quality Score is to help guarantee that only the ads with the highest relevancy appear to users on the Google search engine as well as the Google Network. The AdWords system works best for users, advertisers, website owners and Google as well when the text ads that get displayed match the users’ requirements as closely as possible. Ads that have the highest relevancy tend to get more users clicking, are displayed in a higher and more strategic position and bring the advertisers the most success.
The formula used in computing or assigning the Quality Score fluctuates and it all depends on whether it is minimum bids being computed or it is the ad position being assigned or determined. It also varies depending on whether it is a keyword-targeted ad or a placement-targeted ad. It also varies depending on whether the keyword-targeted ad will be featuring on a search network or a content network.
While Google is consistently and regularly trying to refine its Quality Score formulae, the core components never change and if they do they remain more or less the same.
When computing a keyword’s minimum bid the factors that go into consideration include the keyword’s historical clickthrough rate on the Google search engine but excluding the clickthrough rate on the Google Network. Others include how pertinent the keyword is to the ads in its ad group; the state of the landing page; the account history which is determined by the clickthrough rate of all the ads and keywords in your account and other factors which may be deemed pertinent.
On the other hand when computing the chances of a keyword-targeted ad appearing on a particular content site as well as the likely spot of the text ad on that website, factors such as the ad’s past performance on the particular website and similar websites are taken into account. Others include the relevancy of the ads and keywords in the ad group to the website, the condition of the landing page and other factors which may be deemed important.
Finally, what determines if a placement-targeted ad will appear on a particular website is the condition of the landing page.
Check out these for more info:
How to build a page that wont get banned with examples
How to retain Google history in AdWords Editor
I’m glad you cleared that up then - I feel so much more able to explain it to my boss now ;-)
Ha ha ha