What is Quality Score?
Your Quality Score is Google's assessment of the quality and relevance of both your keywords and your Google Ads ads themselves. It is used to determine your cost per click (CPC) and multiplied by your maximum bid to determine your ad rank in the ad auction process. Your Quality Score depends on several factors, such as:
- Your click-through rate (CTR)
- The relevance of each keyword to its ad group
- Din landing pages quality and relevance
- The relevance of your ad text.
- The historical performance of your Google Ads ads
These are the main components that make up your Quality Score. It's important to emphasize that no one outside of Google knows exactly how much each factor makes up in the algorithm for the score, but we do know that click-through rate is the most important component. When more people see your ad and click on it, it's a strong indication to Google that your ads are relevant and useful to users. That's what Google rewards you with:
- Higher ad rankings
- Lower costs
Benefits of improving your Quality Score
By analyzing thousands of PPC accounts, it can be deduced that your Quality Score has a direct correlation with your success in Google Ads. By optimizing your Quality Score, you can get a higher return on investment (ROI). That's because higher quality scores correlate with lower cost per conversion! Cost per conversion is different from cost per click.
The cost per conversion is not how much you pay for each click, but how much you pay when someone takes an action you want them to take, such as downloading your free e-book or signing up for your newsletter. Since each click does not generally end in a conversion, the price per conversion is generally higher than the price per click.
How to strengthen your Quality Score
Since your Quality Score, as mentioned earlier, determines where and how often your ads are shown, it is important to increase your Quality Score by working consistently with your account. This can be achieved by focusing on the following areas:
Keyword research - You can discover new and highly relevant keywords to add to your campaigns. Including opportunities for long tail keywords that can contribute to your overall traffic. Read more about keyword analysis.
Organizing keywords - Split your keywords into groups that can be more effectively linked to individual ad campaigns.
Ad text - Test ads that are more targeted to your individual ad groups. More effective ads get a higher CTR, one of the best ways to improve your Quality Score.
Landing page optimization - Follow best practice principles for your landing pages to ensure that your landing pages deliver what visitors are looking for.
Add negative keywords - Keep researching, identifying and excluding irrelevant keywords so you don't waste your ad dollars.
