PPC Management - Adwords Quality Score

If you are a regular advertiser who uses Google Adwords, you probably already are familiar with Google's Quality Score. Each and every keyword within your adwords account is assigned a quality score by Google. This score is calculated by Google to represent how relevant your keyword is to your advertisement and destination.

The impact of a keyword's quality score in your adwords account is far-reaching and important. Google uses the quality score to help determine the minimum amount you must pay in order for your ad to be displayed as well as the position on the page that your ad will be displayed in. Those two factors are very important to every pay per click advertiser, and thus, understanding the many aspects of the quality score is required.

The quality score is Google's attempt to keep advertisements tightly related to what their users/customers are looking for. The thinking goes that Google's customers will enjoy their search experience more with the advertisements closely related to their interest area along with the search results. Although it may be difficult to implement a perfect computer-driven ranking system, this way of thinking seems correct.

The publicly-known elements of the quality score system are:

1. Keyword relevance to the ad copy contained with its ad group. This aspect effectively forces advertisers to create closely controlled groups of keywords that are related to one another. Laziness to head this detail will only cause the minimum bids and ad positions to go in the wrong direction.

2. A keyword's past performance on the Google.com website. Google wants to provide a benefit to continuously improving advertisers and this aspect encourages just that. If you are not making constant refinements to your copy for a given keyword, it will end up costing you in the form of a lower quality score and high bid prices. This makes having useful and creative ad copy a necessity.

3. Past performance of you whole adwords account. Not surprisingly, Google looks at your entire account's history as a component of your quality scoring and bid pricing. Because of this, it highly recommended that you work to optimize and enhance your account's campaigns in order to reap the benefits that can bring to your advertising expense.

4. Your landing page's quality. Your visitor is sent to the destination page by Google, thereby becoming Google's customer, and Google wants to please their customers by ensuring that the page is related to what their user is looking for. This element is pretty subjective when compared to other quality score factors, however it is an important element of your quality score. Driving visitors to pages that are closely related to their search query will likely help them find what they are looking for quickly. As such, you get rewarded for giving Google's customers what they want.

In the end, paying strict attention to, and optimizing for, Google's quality score for each keyword in your account will result in lower minimum bids and higher ad positions. Both of these factors affect your return on investment for your advertising dollars and are therefore worth understanding intimately.

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