Quality Score and how it Affects PPC
How much do you think about Mastering Pay per click (PPC) advertising for your brand? We dream about it, mainly because we love it. However, it’s not as plain as the title might suggest.
Being a true Jeddi, requires a solid understanding of Quality score, due to the high influence it has over the cost and effectiveness of any paid campaign. PPC ads performance and the amount you pay per click is affected by google quality score.
Quality score is how Google rates the quality and relevance of your keywords and the ads you created, and this how your Cost Per Click gets determined, and by multiplying it by your maximum bid to decide where would your ad be ranting the auction process.
There are some factors that your quality score may depend on, Your click-Through rate, the relevance of your keywords to ad its ad group, the relevance of the text in your ad and finally the previous performance of your AdWords account.
It is hard to determine precisely how much each factor affects your quality score against other factors. However, based on experiments, click-through rate seems to be the most important factor of them all.
The more people click on your ad, the more it indicates to google that you are relevant to users, and Google on its turn gives you higher ad rankings and lowers your costs. Our CEO Omer A Rana, advises our client
“Think about it as though you owned google, you want people to see what is relevant to them only, so you optimize towards that. Now knowing this, set your PPC optimization up to get the best conversion, CTR and ultimately return on investment at the highest”.
Benefits
Based on the analysis, Quality Score has a direct has a direct impact on the success of your PPC. The first step to increase your return on investment is by optimizing your quality score. Higher Quality Scores equals lower cost per conversion, which is different from cost per click. It’s more than just how much you pay per click; it is more of how much you spend if someone takes the action you want them to make, no matter what it might be. Cost per conversion is generally higher than the cost per click, because not every click means a conversion. However, you can lower your cost per click in addition to your cost per conversion have a strong Quality Scores.
So in general, higher quality score means lower cost per conversion, it is essential to keep in mind that Google’s high-quality score indicates that your PPC is meeting your potential customers’ needs. Ultimately the better those needs are being met, the lower your ad clicks are going to cost.
How to increase Quality Score?
Quality score is the indicator of where and how often any of your ads appear, working consistently on your account is very critical as it directly boosts your ratings, and there are many key areas where you need to pay more focus to achieve that, such as follows:
Keywords are one of the most important factors; you need to discover new and relevant words to add to your campaign to increase your overall traffic, you will also need to split your keywords into smaller groups to easily tie them to specific ad campaigns.
Another factor is the ad texts; you need to test PPC ad that is more targeted to specific groups, effective ads get higher CTR, which is a way to improve Quality Score. You will also need to optimize your landing page to create pages that directly connects with your ad groups; providing a cohesive experience for visitors. So finally, you need to keep searching, identifying and excluding any negative words that might be considered irrelevant that might waste your budget.
To conclude, Quality Score is the primary measurement of the relevance of your ads, on the other hand, improving keyword Quality Score is merely a way to structure your PPC more efficiently. In addition to having better keyword research will naturally enhance the quality of your ads and content, which ultimately allows you to target, pre specific audience.
