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How Does Quality Score Affect Your PPC Campaigns?

By ⋅ May 24, 2011 ⋅ Print This Post Print This Post ⋅ Post a comment

Quality ScoreBack in February, I attended a conference in London where I picked up some great tips I’d like to share with you on getting the most out of your Pay Per Click campaigns.

One session I attended was called ‘Ads In A Quality Score World’ and the majority of the session focused on what factors effect your Quality Score the most.  (For more information on Quality Score, please see this previous post).

Your Quality Score is based on the past activity of your overall account and is effected by the following in this order:

Click Through Rate (CTR)

  • What is the historic CTR of your keywords and adverts?
  • What is the historic CTR of your overall account – all of your keywords and adverts?
  • What is the historic CTR of the display URLs in that Ad Group?
  • What is the historic performance like in the region you are advertising in?

Relevancy

  • How relevant are your Keywords and Matched Ads are to a searcher’s query?
  • How relevant are your Keywords to the Adverts within its Ad Group?
  • What is your Bounce Rate like?

Relevancy is also based on the performance of other advertisers bidding on the same Keyword.

Landing Page

This is affected by such factors as your:

  • Content
  • Privacy Policy
  • Load Speed and
  • Editorial policy guidelines

So you may ask yourself, well that all sounds very interesting, but how can I increase my Quality Score and why does it matter?

Remember – Google rewards relevancy.  The more relevant your keywords and adverts are to the person searching for your product or service, the higher the chance of the person clicking on your advert will be.  This will increase your Click Through Rate and as a result your Quality Score should improve.

A key way to increase your Quality Score is to consider the structure of your Keywords and Ad Groups.

If you are having problems increasing your Quality Score, have a rethink about your Campaign structure and the Keywords you’re bidding in.

In a future post I’ll help you consider how to build successful PPC Campaigns by considering your target audience.

This article was written by Hannah Yarrow

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