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The Skinny AdWords Quality Score

With news this week that Google has improved their Quality Score reporting, we take a look at what it is and some tips for increasing it.

Quality Score (QS) is a rating metric that Google use to define the relevance and quality of both your AdWords keywords and actual ads. It is used to determine your cost per click (CPC) and multiplied by the maximum bid to establish the rank that your ad has in the auction process. The QS depends of multiple factors, including but not limited to:

  • The click-through rate (CTR) of the ads
  • The relevance that the keywords have to their ad group
  • The relevance of the ad text
  • The quality and relevance of the landing page that the traffic from the ads are being sent to
  • The historical performance of the AdWords account

Much like with SEO algorithms, only Google know exactly what affects it and which component weighs in the most. Read more from Google here, but they do say that, ‘Quality Score is a helpful diagnostic tool, not a key performance indicator’. They also go on to state that it shows how healthy your ads and keywords are but that it’s not a ‘detailed metric that should be the focus of the account management.’ Even so, having good quality score can help your campaign to be rewarded with:

  • Lower costs
  • Higher ad rankings

Because of the above, having a healthy QS for your ads can aid overall return on investment on your AdWords campaigns by reducing costs and improving your conversion rates.

The Quality Score can govern where and how often your ads appear in searches so it’s important to consistently work to optimise AdWords campaigns. At Results First, our qualified Performance Media Specialists focus on several key areas, including:

  • Keyword Research – From the start, it’s important to perform in-depth keyword research to make sure they’re relevant from commencement. Ensuring that the match-type strategy is sound is a must.
  • Strategic Campaign Setup and Organisation – Grouping similar phrases into tight ad groups with corresponding ads, and also ensuring that keywords aren’t competing between your own ad groups is vital.
  • Refining Ad Text -Testing ad copy that is targeted to ad groups will aid the CTR, thus aiding the QS.
  • Adding Negative Phrases – We constantly keep an eye on the search queries to wean out and exclude irrelevant search terms that not only waste budget but can have a negative impact on QS.

If you’re worried about your Quality Scores or the performance of your paid advertising campaigns in general, give our team a call on 0800 878 833. We’re always happy to perform quick audits to let you know where there’s areas for improvement.