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3 Things You Need To Know About PPC Score Utility

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Quality score is Google’s system of balancing the interests of all the three parties – users or the searchers, advertisers and the Google itself – in the online advertising ecosystems. If Google does not emphasize on this score, the searchers will be thrown irrelevant ads at random times, thus having a bad user experience; the advertisers will have no clicks on their advertisements and no attention to their ads, thus having a failed marketing effort and spend and Google, as a search engine, will lose its credibility and eventually revenue. Thus, Google awards you if your PPC ad meets the requirement of the searcher by charging you less and giving you a higher rank.

Quality score or PPC score is apparently impacted by the expected click-through-rate (CTR), relevance of your ad and the landing page experience. On a scale of one to ten, a score above five is considered to be a good quality score. A high quality score can make an incredible difference to the amount you pay per click. You will also observe that by improving the quality score progressively, not only your ad position will strengthen but also your ad spend will be reduced significantly. However, it is worth mentioning here that quality score scale is a non-liner one. It means that shifting your quality score from four to five will impact your cost-per-click in much bigger way than when your quality score moves from, say, seven to eight.

A good quality score can affect the eligibility of your ad in the auction, position of your ad, eligibility to use ad-extensions, the price you would pay, whether your ad will get a top slot or not and eligibility to use Dynamic Keyword Insertion (DKI).Some of the major utilities of a good quality score have been elaborated below.

Your Quality score can improve your Ad Rank

Quality score is one of the three major components– bid which is the maximum amount you want to pay-per-click, your quality score and the expected impact of ad extensions (a factor which has been recently added) — which affect the position of your ad (Ad Rank) on Google. An Ad Rank determines where your ads will be positioned and whether they are eligible to take part in the auction or not. Being an ad rank multiplier, quality score can increase your ad rank without increasing your maximum bid.

It’s fascinating to note here that how one advertiser with better quality score can outrank his competitor who has bid the same amount and has similar expected impacts of ad extension as that of him.

Your Quality score governs your eligibility for auctions, Ad extensions and top position on page

Having better quality score makes your ad eligible for various AdWords features. Google’s measure of ad quality also helps determine whether your ad is qualified to appear in the AdWords auction at all. A high quality score typically makes it easier and cheaper for your ads to enter an auction.

Another ad format is Ad extensions – Manual and Automated extensions. Manual Ad extensions include extensions like app, call, site-link, review, call-out and location. Automated extensions include extensions like consumer ratings, previous visits, social extensions, seller ratings and dynamic site-link extensions. In order to be eligible to show these ad extensions, you must have a minimum level of quality score. These extensions give you chance to showcase extra information about your business. Not only these extensions improve the visibility of your ad but also increase the overall click-through-rate of your ad, thus giving you better return on your investment. The expected impact of ad extensions can boost your Ad rank.

Higher quality ads are typically associated with lower top of page bid estimates. That means it’s easier for your ad to show towards the top of the page when your ads are higher quality.

Your Quality score gets you cheaper ad and more clicks to your ad

Your cost-per-click can be determined by using this formula: your competitor’s ad rank divided by your quality score plus one cent. This price ensures that you pay just the minimum amount to outrank your competitor’s ad on the search result page. You will notice that even though you both bid the same amount, you not only outranked your competitor but also paid lower than your actual bid. After a while, you may notice that even though your quality score is improving but your cost-per-click is not declining. However, when you see you ad position and conversion, you will be surprised to see that due to increase in your ad position, the visibility of the ads has increased and which has led to more conversions.

There are various factors which shape up a good quality score but by far the click-through-rate is the most important one contributing to a high quality score. It’s a natural way to think that if the ads seem relevant and catchy to the searcher, the chances to click on it are high. A good Keyword research, using the Keyword planner tool, placing the tightly themed keywords in one ad group, making four to five ads for each ad group, including a strong call-to-action in the ad copy, including the negative keywords are some sure-shot ways to optimize the quality score and enjoy the benefits which a good quality score offers.

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