More and more, ranking positively in paid search listings is less about how much you pay and more about the “quality” of your ad campaign. But what goes into making up your quality score? We’ll take a closer look at quality factors and give tips on increasing the perceived relevancy of your campaigns.
What is a Quality Score? The old model is kind of a bid to position situation. Quality score essentially is a dynamic value assigned to each keyword, and is the basis for defining quality and relevancy of your ad. So the higher your quality score, the lower your minimum bid and the higher your ad placement.
Google rolled out Quality Score in 2005, and they revised the algorithm in 2007 to incorporate landing page relevance, and then later on allowed their users to see it
The key thing is that Google believe that delivering more relevant ads would create more value for users. If search engines can deliver more relevance that makes them look good and then you look good.
So Quality Score is a way to make searches more relevant.
Where to find the Quality Score? You need to drill down to the ad groups and specifically shows each of the keywords, you need to click on “customise columns” and then quality score. So it gives you a feeling of how good or poor your keywords are.
Historical click through rate for each keyword affects your Quality Score, the relevance of the ads and the quality of landing page. Also your account history, history of all click through rates and ads in your account. Of course there are factors as well that won’t be revealed to us.
Relevance and landing page are the key things.
Case study: We had a client who came to us as part of their whole SEO outsourcingrequirement. They were managing their own campaign and they currently had an average minimum bid of 40 pence, and 5 ad groups, and each ad group had 100 keywords. It turned out that 72% of their keywords had poor Quality Scores.
So the first thing we did was come in and create more, smaller, more relevant ad groups. Then we developed more relevant ad copy for each group. Then we optimised the landing page using Google’s web optimiser. And we tested to see what was and was not working. So some results: the average minimum CPC went down to about 8 pence, click through rates went up about 11%, conversions went up from 2.6% to 4.2% within 2 weeks, the quality score for over 50% of the keywords went from poor to great. And then after a month, anything that still had a poor rating, we just deleted them altogether.
So the key thing is you need to test and keep an eye on quality score. Many people miss out on this.
Hot tip: You probably should allocate about 10%-15% of your budget specifically to testing. You will learn what’s working and what’s not working.