Quality Score (QS) is the Adwords ranking your client’s ads will receive from Google, which will determine their place on the search page.
Not so long ago those who had the big bucks had the bigger share on Google’s ranking, but soon enough, Google realised that this was simply not sustainable or fair.
It all boils down to a symbiotic relationship that exists between the three Adwords players. Simply put, Google receives money from ad campaigners (brands and the digital marketers managing their Adwords campaigns) and users click onto ads because Google pushes them out. — However, if the user cannot find what he or she is looking for – because they are constantly being presented with ads from brands that have the biggest pockets but are not necessarily able to solve their problem – then Google will no longer be a great source for research. Fortunately, Google has rectified this by returning to its most important philosophy: to offer a service that helps people find what they want, and fast.
- How is “quality” measured?
Since quality scoring is important to the user, the advertiser and to Google, it is really the most important aspect of AdWords.Your client’s QS is measured by its quality. Its quality is measured mainly by its Click-Through-Rates (CTRs). If many users click through your ad then Google will recognise this and reward this accordingly. It’s worth noting that this reward comes, even if a competitor spends more than your client does.
- How can you improve quality scoring? The only way to improve your client’s QS is by improving your CTR, a metric that has over 60% more impact than any other factors such as landing-page quality and bounce rate.
- How to improve the Elements that improve CTR The only real way you can improve your client’s CTR is by improving the relevancy of users’ queries to the ads you produce. Google is interested in the user’s experience. Perhaps you should consider A/B testing (and by this we mean test the ad as well as the images used and even the Calls To Action), which might help you narrow down what the best option is for your client’s audience.
We recommend regulating your client’s responses to user-questions on Google so that they matche as much as possible to the search, which will also help with your CTR.
There are other methods you can use to improve the CTR and in turn lower your client’s Cost Per Click (CPC). — For example, ensuring that your client’s page loads fast is important because it can affect the bounce rate, which Google still takes into consideration when analysing the QS of your ad.
With Google now having integrated QS into its ranking factors, with the right control over your CTR, you can have better surety for your campaign so that you can offer your client’s a more sound delivery and better ROI. Still, however, you must maintain good efforts to keep up your CTR.