The second part of our series on Adwords quality score. Here at Summit we’re not all about getting the best search engine placement possible for a budget. We’d also like to inform our clients about the why and How around online marketing strategy.
You will now get as close to Google SEO level knowledge as possible today!
Talking specifically about Google. Their Quality Score permeates everything in the account about what it affects. Your bids. Your position. Your placement targeting. Ad rank.
So we will walk through how the Quality Score factors affect everything;
* Why is Quality Score important? It affects your ad rank, where your ad appears.
* Ad rank = keyword Quality Score x maximum CPC.
So often you don’t want to change your bids, you want to see if you can raise your Quality Score rather than your bids.
First Google determines your minimum bid. The minimum you can pay to have your ad shown. And if your bid is higher than the minimum then you can show on search, but if its lower you can’t show up in search but you can show up in content network.
Minimum bid is determined by:
* Historical click through rate on Google.com – not on the content network.
* Relevance of keywords.
* Landing page (goes into the minimum bid calculation).
* Other factors.
What to do;
* Don’t get caught up in other factors.
* So viewing minimum bids: you can see them right away. Take your minimum bids and export them into Excel so you can see them more clearly.
* Quality Score factors chart: look at particular factors as a reference when you start diagnosing issues.
* The higher your minimum bid, maybe you have a landing page problem. Start playing with them and see what’s working. Go into your Adwords accounts to see more information. Load time of your landing page and other factors.
* Account organisation is the number 1 factor to get a good jump in quality score. The more granular the campaigns, the more relevant everything will be.