If you want to substantiate your knowledge of PPC, especially Google Ads, you need a good understanding of what is called a “Quality Score”. This is mainly because these quality scores have a significant influence on the cost and effectiveness of paid advertising and search campaigns. Google Quality Score affects not only how PPC ads work, but how much you pay for each click. In general, Google Ads score is quantified in terms of many parameters that, if properly optimized, certify the success of a Google campaign.
What is Google Ads Quality Score?
Quality Score is a parameter quantified and evaluated by Google, referring to the quality and relevance of both keywords and PPC ads. It is used to determine your cost-per-click (CPC) and multiplied by the maximum bid to determine the specific position of your ad in the ad bidding process. Google Quality Score depends on several factors, including:
- click-through rate (CTR)
- the relevance of each keyword used
- landing page quality and relevance
- text relevance
- historical performance of your Google Ads account
These are the main variables that describe the quality score in Google Ads. However, no one outside of Google knows how much each factor weighs in the Quality Score algorithm, but it is still known that the click-through rate is one of the most important components. When many people who see your ad click on it, then it’s a clear indication to Google that those ads are relevant and useful to users. As a result, Google rewards quality by ranking ads at the top and also lowering the cost of supporting them.
The benefits of improving your Google Ads Quality Score
Quality Score has a direct correlation with the success of a Google Ads campaign. Its optimization translates into a much higher return on investment. Higher quality scores are correlated with a lower cost per conversion. The cost per conversion is different from the cost per click. It is not, therefore, how much you pay for each click, but how much you pay when someone takes the desired action (the goal of the campaign). Because not every click results in one conversion, the cost per conversion is generally higher than the cost per click. Fortunately, high-quality scores reduce both the cost per click and the cost per conversion.
How do you increase your Google Ads Quality Score?
Because your Google Ads Quality Score determines where and how often your ads appear, it’s important to increase your ratings by carefully observing your campaign account. This can be done by focusing on several variables and key areas: keyword research, keyword organization, knowing the target audience and refining the text in order to attract potential customers, optimizing landing pages, and promoting advertising to target groups. Mainly, these are the most important variables that need to be refined and that need to be addressed at a professional level in order to be successful.