Dictionary: Quality Score
Quality Score - what is it and how can it affect your ad campaigns? If you're an ambitious advertiser looking to take your performance to new heights, it's important to understand Quality Score. Read on for the answers and be surprised at how much it can mean for your campaigns.
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What is the quality score?
Think of Quality Score as the grade you get for your ads. Just like when you take an exam, your ads are graded based on some fixed criteria. In an exam, it's important to answer the questions correctly and relevantly to get a good grade. Similarly, your ads must be relevant to the keywords you bid on to get a high Quality Score.
Your Quality Score is determined by the advertising platform, e.g. Google Ads. What we know, it takes into account:
- Your click-through rate, also known as CTR
- Relevance of your ads to users' searches
- The quality of your landing pages (loading speed, responsiveness, bounce rate, etc.)
- The performance of your previous advertisers.
While we don't know exactly how much each factor weighs in Google's algorithm, we do know that a high click-through rate is important for a good Quality Score. So if you want your ads to get top marks, you need to get people to click on them.
How does your quality score affect your advertising?
Your Quality Score plays an important role in how your ads perform on the advertising platform. A high Quality Score can have several benefits:
- Better rankings: A high Quality Score means your ads are more likely to appear at the top of the search results page. This gives you more visibility and increases the chance of people clicking on your ads.
- Lower costs: When your Quality Score is high, you can pay less per click (PPC) on your ads. The platform rewards relevant ads by reducing costs while you get better rankings.
- Increased ad yield: A high Quality Score leads to better ad results. This means you get more value out of your ad spend as more users will visit your website and potentially convert into customers.
How you can boost your quality score...
- Keyword research: Are your ads not getting enough attention? By performing a new keyword analysis, you can discover new and relevant keywords to add to your ad text. Keep your ad text fresh and update with today's 'hottest' keywords.
- Personalized ads: Make sure to write unique and personalized ads that match the keywords you bid on. The more relevant your ads are to users' searches, the better your chances of getting a higher Quality Score.
- Landing page experience: How is your landing page? Make sure your landing page is user-friendly and has relevant content. When users land on your site, they should be able to easily find what they are looking for. Read our checklist for a good landing page.
- Monitor and adjust: Keep an eye on your Quality Score regularly. If you notice a low score on some keywords, consider adjusting your ads or landing pages to improve relevance.
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