What is Quality Score
Quality Score is a Metric used by Adwords to determine the relevance of your adcopy along with the corresponding Keyword and landing page.
This guide is part of our Adwords PPC Search training course. The full course material can be found at http://marketingplaybook.co/adwords-ppc-search-training-course/
For your convenience we have a video follow along as well that will really help you out.
Let’s take a look at an Ad Example to start.
Target Keyword: Denver Dentist
Adcopy
Title: Denver Dentist
Description: Need a Dentist in Denver? Our Denver Office Has the Latest Dental Technology.
Landing page: you would link to a page that is about a Denver Dental Practice.
You see from the above that our keyword is Denver Dentist and that we have the keyword in the Ad title and in the Description. This is done to tell Adwords (A Machine) that our ad is relevant to the persons search. To improve upon this we could try and put “Denver Dentist” together in that order in the description. More on that in a bit.
Why Quality Score Is Important
Quality Score AKA QS is important because the better your score the lower cost you may pay per click and the higher your ad position may appear in ad results.
QS is on a scale from 1 -10 with 1 being the lowest and 10 being the highest. You can also think of QS as a coupon that you get to use over and over again. A QS of 7 and above and you will get a discount for that keyword. A QS of 3 and below and you may have to pay more for that keyword then your competitors.
How is QS Derived
The Quality score is derived from the CTR (Click Through Rate), relevance and the landing page.
Back to our Ad Example
Target Keyword: Denver Dentist
Adcopy
Title: Denver Dentist
Description: Need a Dentist in Denver? Our Denver Office Has the Latest Dental Technology.
Landing page: you would link to a page that is about a Denver Dental Practice.
2 Factors for Ad Ranking Position
- The CPC Bid (Cost Per Click)
- The Quality Score
What the Ad Position May Look Like
| Advertisers | Max CPC | QS | Ad Position |
| Advertiser #1 | $1.0 | 10 | 1 |
| Advertiser #2 | $1.5 | 6 | 2 |
| Advertiser #3 | $3 | 3 | 3 |
| Advertiser #4 | $5 | 1 | 4 |
What Determines Your CPC
The True cost of a click comes from this formula
Your Price = The rank of the person Below You / Your Quality Score + $.01
If you want to rank higher than the person above you you need to have at least one of these two things.
- A Higher CPC – Max Bid
- A better Quality Score
How to Rank Higher
In order to get a higher Ad Position you need at least 1 of these 2 things
- A Higher CPC – Max Bid
- A better Quality Score
How to Get a Better QS
As mentioned QS is measured by these 3 factors
- CTR ( Click Through Rate )
- Relevance
- Landing Page
Let’s address each 1 of these separately.
CTR
CTR is the click through rate.
If your ad showed 100 times and was clicked 3 times than your CTR would be 3%
Formula
Clicks ÷ Impressions
3 clicks with 200 impressions would be 1.5% CTR
Get More Clicks
You clear goal should be to get the most amount of clicks for the least amount of impressions.
How to Get More Clicks
- Be in the Number 1 ad Spot
- Have an engaging Ad copy that entices the user to click on your ad over others
- Take advantage of ad-on extensions to make your adcopy larger and stand out more.
Relevancy
Relevancy is simply matching the adcopy with the keyword you are bidding on and having both of those be relevant with the landing page.
Back to our Ad Example
Target Keyword: Denver Dentist
Adcopy
Title: Denver Dentist
Description: Need a Dentist in Denver? Our Denver Office Has the Latest Dental Technology.
Landing page: you would link to a page that is about a Denver Dental Practice.
By having my keyword search correspond with the adcopy and landing page I am showing relevancy.
Relevancy End Goal
In the end we need to focus on 2 things for relevancy.
- Make Adwords happy by showing them my ad is relevant to what is being searched.
- Make the person who is doing the search happy by relating to them in a compelling way so they click on my ad.
Landing Page Quality
You landing page should match the search query. If you are promoting “Denver Dental” than your landing page be about your dental practice in Denver.
The Major Focus
Your adcopy relevance along with CTR will play a bigger part in your overall QS than the landing page.
It’s still important but not as important as the above 2 factors. At the same time you are going to want to clearly have defined goals for your landing page and test for conversions.
Separate Landing Pages
We mentioned before about keyword grouping.
With those set of keywords we came up with some great top level groups
- Kids Dental
- Emergency Dental
- Cosmetic Dental
Having a dedicated for each of these keyword groups can go a long ways to improving Landing page QS if it’s a factor in your campaign. It also has the added benefit of matching the users search intent with relevant information. Having a person who searches for Emergency Dental land on a page that talks about your emergency dental options will boost conversions over just having them land on your home page.
You Should Now have a decent grasp on the factors that go into QS.
Once we have our live campaign going we will come back around and talk further about QS and some tweaks that can be done to improve QS.
If you found this guide helpful be sure and like the page and share it with friends. Our Adwords search training course is free and I’m sure you know a few people who could use some pointers.
- Adwords Search Campaign Creation– Setup Basics – Part 1
- Adwords Search Campaign Creation – Location Options – Part 2
- Adwords Search Campaign Creation – Language and Bidding Strateg – Part 3
- Adwords Search Campaign Creation – Delivery Methods and Advanced Settings – Part 4
- Adwords Keyword Research
- Adwords Keyword Match Types
- What Are Negative Keywords
- Finding Negative Keywords
- Adwords Quality Score Explained
- What is an Ad group
- How to Create Ad Groups in Adwords
- Creating PPC Ads on Adwords
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