What is Google’s Adwords Quality Score?
The quality score is a measure Google use to determine the quality of your ad, and particularly how relevant and useful your landing page was compared to the Ad. The more relevant your content to the Ad, the higher your quality score.
For example, if you sell socks but the visitor typed in spotty socks, then Google would reward you for linking the visitor to a page selling spotty socks (rather than just socks in general).
Why is this important?
Higher quality Ads result in lower costs and better Ad positions. The Adwords quality score forms part of the Ad ranking that Google use to monitor success so it’s a key ingredient in successful advertising. In short, the quality score can affect:-
- Ad Eligibility – in other words, whether or not your Ad will be shown at all. If the quality is low there is a risk that your Ad won’t show on the listings.
- Cost per Click. Your quality score can directly affect the amount you pay per click. The higher the quality the less you’re more likely to pay.
- Ad Position. The higher the quality of the Ad, the higher the position in the Ads section (and hence is more likely to be seen).
- Bid Position Estimates. Just because you’re paying for Adwords doesn’t mean that your ad will appear on the first page of the Ads. A high adwords quality score can push your Ad to the front page without you having to raise your bid per click.
What can you do to improve your Quality Score?
The key to it is to group your Ads in such a way that the keywords people use to search for your specific product/service show Ads which are relevant to those keywords. Then in turn the landing page you take the visitor to once they’ve clicked gives them the information they expected to find.
For example, if you sell socks and you sell spotty socks, stripey socks and cotton socks, then you would group your Ads together for each of the 3 categories. Then you can write Ads which talk specifically about each different type of sock. The landing page you link to the Ad would then show them the relevant selection – spotty socks for a spotty socks ad.
The more specific you are at the outset (in your Ad groups and keywords) the higher your quality score will become.
Here’s a Google video explaining the Quality Score in a bit more detail. Very useful if you’re serious about improving the effectiveness of your Adwords campaign.