What Is Quality Score?
Quality Score is a rating given by Google to rate the quality of your ads campaign and the relevancy between the keywords you bid on and the ads campaign. According to Google, Quality Score is "measured on a scale from 1-10 and available at the keyword level. A higher Quality Score means that your ad and landing page are more relevant and useful to someone searching for your keyword, compared to other advertisers."
A Quality Score can help determine your cost-per-click(CPC) as ads with a higher Quality Score tend to have a lower CPC. Also, Quality Score is vital in calculating the ad rank as it will be multiplied by the maximum CPC bid.
What Are The Components In Quality Score
To calculate the Quality Score, several components will be considered in coming up with the score. These components include the likes of click-through rate, the content and relevancy of the ad text, the choice of keywords and its relevancy, and the quality and relevancy of the landing page. all these factors share similar importance in deciding the Quality Score as the relevancy among all of them correlate with one another.
The Importance Of Quality Score & How To Improve
Quality Score is very important in determining the ranking of an ad and it affects the amount of money you have to pay for cost-per-click. As Google values relevancy higher in recent years, the algorithm keeps changing and improving the fairness between keyword bidding and PPC campaign. With Quality Score, large-scale multinational corporations no longer claim the advantage in dominating the ad market with their capability of imputing a large sum of money in bidding for keywords. Speaking of which, smaller companies that fail to bid for keywords against resourceful MNCs could now also have their chance in pushing their ad ranking as long as their ads share higher relevancy by having a higher Quality Score.
To further improve your Quality Score, you can work on the aforementioned components. First, review the keywords your website is currently using and identify those that are weaker and refine them. In the eyes of Google, the number of keywords you bid on does not guarantee your ranking, but its relevancy does. Try to include keywords that have on intimate relationship between your ad text and the content of your website, such that to increase the relevancy between each component. Second, try to improve the landing page experience. Speaking of which, you could optimise your website's loading speed on different browsing platforms and try to improve the content and navigation of the site in creating a better user experience.
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