Google is all about good quality – especially content. For example, from the point of view of Search Engine Optimisation (SEO), the search engine will penalise you if it finds duplicate content on your website. It thus makes a lot of sense that, in their advertising terms and conditions, Google would emphasise ‘quality score’.
This dictionary meaning of this term will be very familiar to everyone however, what does this mean in the context of Google AdWords?
What is a quality score in terms of Google PPC?
The quality score that Google assigns to your PPC ads is determined by how relevant your keywords and advertisements are. The higher your quality score, the more people see your ads as your advertisements will rank higher. This is because a high quality score shows the search engine that your ads will be extremely relevant to a searcher making a search that contains those particular keywords. In addition, the higher your quality score is, the less you will end up spending on your AdWords bill.
What determines your quality score?
The quality score that Google assigns you is determined by:
- Your click-through rate (CTR),
- How relevant each of your keywords is to its particular ad group,
- What the quality of the landing page is and how relevant it is to the ad,
- How relevant the ad text is to your website, in addition to
- How your AdWords account has performed historically.
What effect does a good quality score have?
As having a good quality score lowers the cost of your campaign, a good quality score ends up increasing the return on investment (ROI) for your particular ad campaign.
The formula for calculating ROI is:
ROI = (Current Value of Investment – Cost of Investment) / Cost of Investment