Quality Score Explained

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June 29th, 2010 by Click Consult

The Quality Score is used by Google to influence the cost per click I(CPC) and the ranking of PPC ads shown on search results. This variable score is automatically calculated each time the keywords used in the ads are matched to a search query. The Quality Score can impact:

- The CPC of keywords used
- How high a first page bid estimation is for a particular keyword
- If a keyword is deemed eligible to be included in an auction and how the ad will be ranked.

How do you improve your quality score?

Increase the Click Through Rate (CTR) – by raising the CTR you can significantly increase the quality score for the keywords. Always write several ads per ad group and test constantly to arrive at a better performing pay per click ad. This will have the effect of attracting a more targeted audience and will increase the chances of conversions.

Negative keywords – Add negative keywords to improve your campaign or ad group. If your ad is targeting those looking for new books within the subject area of economic then negative keywords such as ‘second hand books‘, ‘used books’ and ‘art books’ for example would be good. Continue this exercise until your traffic is fully targeted on brand new economics books, resulting in high conversions and a higher quality score.

Test and update – Constantly test and refine you PPC ads. Run reports, update keywords and add negatives.

At web marketing company Click Consult, we can offer an expert team to help support you and your pay per click campaign.

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