What is Quality Score?

Quality Score (QS) is a rating of how well your keyword is performing in a group consisting of other keywords, ads and landing pages. Quality Scores dont just affect your positioning but the cost per click you pay per keyword. For example, take a keyword with an average cost per click of $10. With a QS of 9/10, you could be bidding just $4 and still be number 1 but if you had a quality score of just 4/10, you might have to bid as much as $14 to beat the competition. Quality Score is an easily misunderstood concept that is very easy to fix and optimize. If your average score quality score by volume (not blended) was 5/10 and your spend was $1m, then optimizing it to get a an 8/10 could equal a $250k budget reduction – or an extra $250k ($500k before optimization) that you can use to scale your business.

Talk to Primary Position today about outsourcing or try out our Agile SEM Program (link to agile page).

What Affects Quality Score?

 

PP Rank Term Impact On Quality Score
1 CTR CTR for both the Ad and keyword combination is a critical factor in determining that the ad you’re showing and the keyword you’re targeting are relevant. On the other hand – in a pay-per-click world, ads that have lower click through rate represent less value to Google, hence the major impact on Cost Per Click and why you’ll pay a penalty for lower CTR.
2 Ad Relevance  How relevant is the text in your ad copy and the page the user is being sent to
3 Landing Page Experience How good is the User Experience on the landing page

Source: Google