Why is Quality Score Important?
Quality Score is one of the key metrics in AdWords and is used to measure the relevancy of your keyphrases every time there is a search.
Quality Score is involved in a number of important processes in your Google pay per click account.
1) Quality Score is used in determining whether a keyword is eligible to enter the ad auction when a user enters a search query. If the Quality Score is too low, then the ad will not be displayed.
2) It is also used when determining the position of your ad (Ad Rank)
3) Finally Quality Score is used to calculate your actual cost per click
Ironically, Quality Score is one of the most important elements in managing your AdWords account, yet it is actually hidden; so you have have to go to the "Columns" button on the keywords Tab to display the Quality Score for each keyphrase!
Contents of this article
In this article we explain the factors that influence Quality Score and strategies to improve your Quality Score, in order to improve your ROI. For example if you double your Quality Score you will halve the amount you have to pay to achieve the same position!
We also include some new research from over 50 pay per click accounts within our MCC (data for January 2011 to February 14th 2012). This is equivalent to over 65k keyphrases and 300k clicks. We present some data that shows the correlation between Quality Score and click through rate (CTR) and also the correlation between positions and click through rate and cost per click (CPC).
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Presented by Ann Stanley yesterday at SES London, ‘Top tips on Integrating your PPC and SEO Strategies’ espouses the efficacy of using your PPC data to inform your SEO strategy with a “Combine and Conquer” approach.
