Quality Score And Its Implications On Your PPC Campaign

Quality Score is a metric that Google uses in order to determine the overall quality of your PPC ad and website. A low quality score indicates an ad that needs improving and while you may still acquire some visitors you will have to pay more per click for a similarly positioned site with a better quality sore. As such, one of the goals of pay per click marketing is to achieve a high quality score for every campaign.

Ad positioning or placement is also determined partially by quality score with high quality score rewarding you with improved ad positions. Again this makes quality score an important part of a PPC campaign.

Quality score measures different factors depending on whether it is being used to determine your ad position or your final bid price. Generally speaking, though, your CTR (Click Through Rate), ad relevancy, and landing page quality are all considered when judging the final quality score for an ad. The historical performance of your account and other factors are also a part of the equations.

Setting up a separate ad campaign for each and every keyword can help to improve quality score. Because you are specifically dealing with a single ad it is possible to include the main keyword in the ad, subsequently improving your quality score. Keyword inclusion within a PPC ad also helps to improve click through rates which in itself is a desirable improvement and it also improves your quality score to give even greater benefit.