Demystifying Quality Score For Google And The Search Network

Quality Score measures the relevancy of a keyword to your advertisement group and to a user's search query

Do you know that Google assigns a dynamic metric called Quality Score to each of your keywords? Quality Score for Google and the search network is calculated using a number of factors, but more importantly, it measures the relevancy of a keyword to your advertisement group and to a user's search query. In other words, the higher your keyword's Quality Score, the lower its minimum bid and the better its advertising position.

The components of Quality Score different based on whether it is calculating minimum bid or advertisement position:

  • Quality Score for minimum bid is calculated using a keyword's clickthrough rate (CTR) on Google, its relevance to your advertising group, the quality of your landing page, the historical performance of your account, and other relevant factors.
  • Quality Score for advertisement position is calculated using a keyword's clickthrough rate (CTR) on Google, the relevancy of your keyword and advertisement to the search item, the historical performance of your account, and other relevant factors.

PS : Quality Score is determined separately for the content network.

Google wants ecommerce advertisers to meet few baseline goals, in order to improve their landing pages and minimize bid prices on keywords:

  • Offer relevant and substantive content: This can be realized if advertisers link their advertisement to a page that matches the items in their advertisement.
  • Handle user information carefully: While collecting a user's personal information, ensure that you treat it responsibly.
  • Provide intuitive navigation for users: By developing an intuitive navigation for your site, you offer users an easy access to information and simple procedures to purchase.

The Google AdWords system determines and evaluates an advertiser's landing pages many times. The system bot visits an advertiser's site not less than once a month, but in case of some changes made to the site, it may possibly visit more often to review those changes.

Recently, Google also unveiled another feature to inform advertisers of their keyword ratings through an additional Comment column in the AdWords account interface. You must enable this feature manually, since it is disabled by default.

Each keyword is rated with one of the three Quality Scores – Great, Poor, or OK. If a keyword is rated as "Poor," it will be made "inactive for search" or replaced by a more specific keyword in order to scale down the bid prices. If you do not wish to substitute such keywords, try optimizing the associated advertising text and landing pages.

Additionally, AdWords advertisers are able to view the minimum bid prices for all of their keywords-both active and inactive. This way you can track your progress, by keeping an eye on the decline of bids.

Finally, Quality Score for Google secures that only the most relevant advertisements appear to the users on Google and the Google Network. The AdWords system works like a charm for everyone-advertisers, publishers, users, and Google too-when the displayed advertisements meets a user's needs as closely as possible. Relevant advertisements tend to earn more clicks and higher position, which in turn brings you definite success.

Source by James O'Brien

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