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All You Need To Know About AdWords Quality Score

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AdWords Quality score is a misunderstood concept in paid search. A lot of times, PPC managers associate bid strength with quality score or create loose relationships with Quality Score (QS). 

What is AdWords Quality Score?

AdWords Quality Score is merely a grading system used by Google to determine if an ad is eligible to be shown in the sponsored space of the search results. It is a measure of the quality, relevance, and performance of your pay-per-click advertising campaigns. 

Where to find AdWords Quality Score?

In campaigns that are targeted on Google Search, every keyword has a QS which is hidden by default. Here is how you can show it:

  1. Click the “Keywords” tab in your AdWords account.
  2. Click “Columns” then “Customise columns.”
  3. In that columns section that opens up, choose “Attributes.”
  4. Click on the “Add” link in the Quality Score row.
  5. Click “Apply” when you’re ready to save. You will now have a QS column in your respective data.

Why does AdWords Quality Score matter?

Quality Score has a major impact on these following factors – the success and the costs of your pay-per-click (PPC) marketing campaigns. With a high keyword Quality Score, you will end up paying less for more ad exposure, higher conversion rates.

How is it calculated in AdWords?

Quality Score is always calculated real-time, every time your keyword matches a search query—that is, every time your keyword has a potential trigger in an ad. Quality Score is used in several different ways, including influencing the keywords’ actual cost-per-clicks and by estimating the first page bids which you be viewed in your account. It can also partly determine if a keyword can be entered in the ad auction that occurs when a user enters a key phrase search query and, if so, how high the ad can and will be ranked.

What are the factors that go into calculating it?

  • The historical click through rate (CTR) of the keyword and the matched ads on Google:  Clickthrough rate is the number of clicks your ad receives divided by the number of times your ad is shown via Google search.
  • The relevance of the keyword to the ads in its ad group: This means that the keywords in your ad group must be relevant to your ads. Keywords in the ad group should be repeated in the ad text.
  • The relevance of the keyword and the matched ad to the search query: The keyword that a customer searches for has to be relevant to the keywords in your ad group and the ad itself.
  • Your account history, measured by the CTR of all the ads and keywords in your account: Google takes your complete history into account when determining CTR, keep in mind that performance is important.
  • The historical CTR of the display URLs in the ad group: This specific point refers to the URL that is displayed in the ads, not the URL that the customer is directed to after clicking on the particular ad. Keep in mind, these should be relevant to the keywords in your ad group.
  • The quality of the landing page: Google says that the three main components of a quality website is content that is original, relevant, transparent, and navigable, so follow this thoroughly.

How to Diagnose QS issues?

Add QS Column:

  1. Go to a campaign level view of your campaign
  2. Select the Keywords tab
  3. Go to “Columns”→ “Customize Columns”
  4. “Attributes”→ Now you can add Quality Score→ And then Apply Changes

How to increase it?

Boost your ratings by working consistently on your respective account. This can be achieved by focusing on several key areas:

  • Keyword Research – Discover relevant keywords to add to your existing campaigns. This should include long-tail keywords as well, this can contribute to the bulk of your overall traffic.
  • Organised Keywords – Split your keywords into composed, organised groups that you can effectively tie to individual ad campaigns.
  • Refined Ad Text – Test out your PPC ad copy that is more targeted to your individual ad groups. Remember, the more effective ads, the higher the CTR, and this is one of the best ways to improve Quality Score.
  • Optimised Landing Pages – You should follow landing page best practices in order to create pages that connect directly with your ad groups in order to provide good user experience for your customers, from keyword till conversion.
  • Add Negative Keywords – You have to continuously research, identify, and exclude keyword terms that are irrelevant to your business.

Before you go, take a look at this video on how to improve your Google AdWords Quality Score: 

Video from youtube – RankYa

There you have it – Your A – Z guide on what, why and how Quality Score is crucial for a business and/or product to excel in the crowded market and stand out and elevate your business and/or product.

Have anything else to add? Do mention in the comments below. Thank you!

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