We already know that Google Ads are a popular form of PPC advertising. Being able to pay for a spot on search engine results pages is very useful, especially for small businesses that don’t have the time to achieve an organic search engine listing.
If you’re trying to perfect your PPC game with Google Ads you need to a proper understanding of Google Ads Quality Score. This is because the quality score has a big influence on the cost and effectiveness of your paid search campaigns.
What Exactly Is A Quality Score?
Quality score refers to the way Google measures the quality and relevance of your keywords and PPC adverts. Once Google has gathered enough data, the keywords in your advertising account are given a score between 1 and 10 (with 10 being the best score).
This score is used to determine your cost per click. After being multiplied by your maximum bid, it is also used to determine your ad rank in the ad auction process.
Your Quality Score depends on a few core factors which include:
- Click-through rate (CTR)
- Relevance of each keyword to its ad group
- Landing page relevance and quality
- Ad text relevance
- Google Ads account performance history
While each of these components plays an important role in determining your quality score, the click-through-rate is the most significant. The reason is simple – when an ad gets a lot of clicks it means that users find it helpful and relevant. Google takes note of this and rewards your ad with higher rankings and lower costs.