Archive for Quality Score

Advertising Cost & Quality Score

May 31, 2008 at 3:30 am · Filed under AdWords, PPC, Quality Score ·Tagged , , , , , ,

This post is in continuation with my previous post Google AdWords Ad Quality & Quality Score for Best Performance.
This post is about how quality score affects our advertising cost.
(Click to find more details about Quality Score)

Here is the formula to calculate the actual Cost per Click (CPC):

Actual CPC = Ad Rank to Beat/ Quality Score +$ 0.01

*Ad rank to beat means the ad rank of just lower ad (You will get more idea from table below)

Now, the important facts about Quality Score (which many people might don’t know):

Quality Score is not affected by keywords match type. This means that keywords minimum CPC & Ad position are not affected by match type. So if we have keyword with different matching option then their minimum bid will be same and keyword is not affected when a keyword variation triggers an ad.

However a keywords actual average CPC will be different depending upon its match type. This is because ad triggering is different for all match types like broad match & phrase match keywords trigger ads on a wider range of search queries than exact match keywords. Normally broad match keywords have higher avg. CPC than phrase & exact match keywords.

Conclusion:

If any advertise, which have higher bid amount may not necessarily be placed on higher position (as in above example).

Keywords match type does not have any impact on keywords quality score.

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Google AdWords: Ad Quality & Quality Score for Best Performance

May 23, 2008 at 4:32 pm · Filed under AdWords, PPC, Quality Score ·Tagged , , , , ,

In this post I am writing about:

The importance of high quality Ads & it’s impact on Quality Score & overall Account Performance

Let’s start the discussion…..

High quality ads are always better for all 3 who are involved in Advertising called Advertisers, Publishers & Users.

Ad Quality

Above diagram is explaining how Ad Quality is good for all.

It is good for advertisers as with high quality ads they will get more traffic by more clicks & it increases the chances of getting more conversions & thus ROI.

It is good for Users as they will get the accurate result for their searches.

And it is good for publishers also, as this will increase their earnings with higher number of clicks.

So, it is must to have the high quality ads to make the entire system healthy. If any ad is not appropriate, then it can make the entire system useless for all.

Now question comes in to mind that what exactly is High Quality Ad??

As per Google (and personal experience also) a quality ad must contain the following:

It should be very much relevant to the search query & should accurately describe your offerings like products, services etc.

It should not be a misleading ad for the visitors

It should lead to a relevant & well organized landing page

Here are some tips to make your ad more clickable:

Try to mention your special offers in your ad description like any discount, free services etc.

Try to include your target (most important) keyword in your ad title

Make your Ad Description appealing (but don’t use misleading data/statements)

Now, I am discussing Quality Score as it affects the ad in 2 ways:

It determines a keywords minimum bid & having impact on Keyword’s Ad Position

Quality score measures differently in all 2 cases.

Quality score while determining the minimum bid:

  • Keywords Historical CTR on Google
  • Keywords relevance to the ad text
  • Account’s historical performance on Google
  • Landing page quality
  • And other relevant factors

Higher the quality score lower the minimum bid (the threshold amount which is required to activate your ads for that specific keyword).

Now, here the quality score role in deciding the Ad position:

Quality Score & Ad Position

Higher quality score will help you to get higher position for search query.

So if you & your competitors have same maximum CPC bid amount but you have higher QS then others, your ad position will be higher in this case.

Conclusion:

A high quality ad is always good for all including Advertisers, Publishers & Users.

A quality ad is helpful in getting more traffic & more conversions.

A quality ad is also helpful to get better quality score.

High quality score will lower down the minimum bid amount.

Quality score is a determining factor of the ad position.

In my next post I will discuss how quality score affects your ad cost.

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Quality Score: The Key to Success for AdWords (PPC) Campaign

April 22, 2008 at 6:45 am · Filed under AdWords, PPC, Quality Score ·Tagged , ,

I have seen many people running their PPC campaign without giving any concern to keywords’ quality score. They simply pay more to increase their Ads position. This methodology actually reduces the ROI of the campaign.

Everyone wants to make his/ her campaign to be more successful that too by paying less.

Quality Score is definitely the key for success as it helps us to lower the keywords’ minimum bid & increase the Ad Position.

Quality Score measures an Ad’s relevance & define the minimum CPC bid required for keywords to get activated or an

Ad to enter the auction.

Ads with higher quality score are likely to:

*Get more clicks

*Higher position on Search Result pages; which brings more clicks & business.

Quality Score influences your Ads’ position on Google and the Google Network.

It ensures that only the most relevant Ads appear to users on Google and the Google Network.

I personally believe that this variable (QS) makes the entire AdWords system fair for everyone including advertisers, users and publishers.

Quality Score is based on various factors, such as -

  • Clickthrough Rate (CTR): if CTR is good then it will increase your quality score.
  • Keyword relevance to the Ad: QS can be increased by relevant keywords. Too general keywords can display the ad for less relevant search query. Anyways it bring irrelevant traffic to site
  • Quality of Ad text: Writing quality ad text can boost up your QS as it increases the chances of getting more clicks. So here again CTR comes into picture ;)
  • Landing Page Quality: Landing page should be the most relevant page for the product or services you are offering. Landing page should have relevant & original content, along with transparency & navigability.
  • Account History: The past performance of Ads is measured by the CTR of all the ads & keywords in the account.
  • Relevance of the keywords & ad to the search query: This factor is also important in deciding the Ad’s position.

Conclusion: The higher the Quality Score better would be your Ad position and lower the minimum bids.

Therefore, an advertiser can boost the performance and Quality Score by picking and refining relevant keywords, writing powerful Ad text, creating high-quality landing pages, and constantly testing and monitoring techniques that work best.

Suggestions: To increase the quality score we should:

Use most refined & related keywords (Specific keywords not too general).

  • Use different keywords matching options as per the requirements.
  • Take care of the keyword grouping as per the theme of the ad group
  • Create clear, relevant, convincing & appealing ad text
  • Try to include call to action phrase (esp. when we are targeting the visitors in buying phase)
  • Send users to the best possible & relevant landing page where visitors can easily find what they are looking for.

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