Apr 29 2013

Understanding Your Google Adwords Quality Score

Posted by Immanuel Tang

Google SEM Quality Score

What is the Google Adwords Quality Score?

Google Adwords Quality Score is one of the core metrics in your Adwords account that indirectly influence your cost management in your Adwords budget.

If you have been using Google Adwords for some time, it would be a good time to optimize your Adwords Quality Score and to develop a deeper understanding for this useful metric.

The Adwords Quality Score is a metric that measures the relevancy of your advertisements, keywords and landing page to the person who has searched and seen your ad. The Quality Score in your Search Engine Marketing (SEM) campaign is usually measured on a dominator scale of 1 to 10, with 1 being poor and 10 being outstanding.

Why it is a bad idea neglecting Quality Score

Benefit A: Low CPC

By having a high Quality Score e.g. from 7/10 to 10/10, it would help to reduce the cost per click (CPC) for keywords that have achieved the high quality score range. This can be quite significant as over time with lower CPC for your keywords, it can help you garner more clicks for a fixed budget each month.

Benefit B: Improved Ad Auctions

A high Quality Score would also help your ads qualify for ad auction easier. The ad auction occurs when every time a search is being entered by a person into Google Search. Google scans across a series of related ads and assess them by their Quality Score and enlist them to the Search Engine Results Page (SERP). Having a high quality score would help your ads to enlist in a cheaper and more easily manner into the Google ad auctions.

Benefit C: Higher Ad Positions

Higher Quality Score helps to improve the Average Position (AP) of your ad when your ad is enlisting on the SERP. This makes it possible for a bidder with a lower bid to outbid another bidder who has a higher bid with Quality Score. The AP is determined by two factors: Quality Score X Bid Price. Therefore, if you are able to continue to maintain a high Quality Score of your keywords and competitive bid, this will help you increase your overall ad positions significantly.

Benefit D: Reducing Keyword’s Top Page Bid Estimate

Good Quality Score helps to pump your ad listing into the first page of Google SERP too. This helps to lift your ad up to higher visibility whenever people search for your product or service.

Henceforth, now when you are creating your campaigns in Google Adwords, you are able to understand the importance of Quality Score and its effect on your campaign.

In the next article, we will discuss various techniques on how to optimize the Quality Score for your SEM campaigns.


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