In the previous blogs, we have introduced Google AdWords, Ad rank, the differences among Google Advertising, Social media marketing and WeChat marketing. Today, we will discuss how Quality Score could influence your Ad rank and CPC (Cost per Click).
What is Quality Score?
Quality Score is a diagnostic tool to assess the quality of your ads, keywords, and Landing pages. A high score indicates that your ads are more likely to gain a higher ad rank with a lower cost. Quality Score is measured on a scale from 1-10. 5 is the minimum benchmark of Quality Score. Higher Quality Score could help reduce the CPC. Otherwise, you may have to spend a higher CPC compared to a higher quality score ad.
What kinds of factors will influence Quality Score?
In general, your Quality Score could be influenced by three main factors, including:
Relevance: How closely your keywords match your ads and the intent behind the search of users. If your Quality Score is below average, it may indicate your ads are too broad to address users’ problems, or that the keywords are less relevant to your business.
Excepted CTR: How likely the users will click your ads when shown? Google will estimate your future CTR based on how well your ads have performed historically.
Landing Page Experience: When the users click your ad and go to the landing pages, the relevancy of your ads and the content on the landing pages, transparency of information and ease of operation will affect your Quality Score.
How could High Quality Score benefit You?
A high Quality Score will obtain higher ad rankings and lower costs. For merchants, they could improve the Quality Score to reduce the CPC and increase the Impression. As a result, the ROI would increase.
How to Increase the Quality Score?
- Quality Score review: you can sign in to your Google Ads account and check your Quality Score. Please do the daily review and optimize the components.
- Selecting and optimizing keywords: Adding high relevant keywords to your ads group. Exactly matched keywords will reach the audience accurately, but the scope is too small. Otherwise, general keywords may expand the coverage of reach, but the relevance will decrease.
- Optimizing Landing Pages: improve the speed of your landing page, the content on your landing page needs to be relevant and clear that the users could find the information they are looking for.
The above content generally covers the operating principle and function of the Quality Score. Want to learn more about how to improve your Quality Score? Contact Webzilla today by sending us a message! We will have our best digital marketing specialists to help you!