All of the factors that influence your advertising campaign’s Quality score are calculated automatically. Google indexes your URL, scans your META and checks many other parameters. As the result, some score is given to your ads.
Google uses different algorithms and methods to calculate this parameter. Several years ago it was much easier to get the QS, equal to 7. The score of 6 and less was given to some really non-optimized projects. Today the situation has changed. The score of 5 is given to some ‘neutral’ websites, while 7 is not so easy to be achieved. As the studies show, it resulted in the higher impact of the Quality score on your advertising budget in comparison with 2013 and years before.
In order to save your money on advertising, you should do your best to get a higher Adwords Quality score. You can do this only by following Google’s recommendations on how to optimize your ads. And one of the best tools that will help you in this is Adwords Performance Grader. It’s a free service that analyzes 8 key metrics of your project, showing the percentage of its completion. If your ads meet Google’s requirements, the service shows 100%. If you do wrong, you get 0%. Changing your landing page, making some improvements allows getting a higher Quality score and a lower cost per click.
As a result, your business prospers, receiving new customers for a lower price!
If you use Google Adwords, you should probably have already faced the category of ‘Quality score’. What does it mean and why is it needed? Let’s learn more in this article!
The first thing you should know is that quality score influences your Adwords cost per click directly. The higher it is, the less you pay. This happens due to a specific formula that lets count your price per each click for your Adwords campaign. It looks like this: the ad rank of the advertiser, who is below you in the results, subdivided by the quality score you have, is added with $0.01. The result shows your cost per each click.
Let’s imagine that your maximum bid is equal to $2. The quality score of your ads is 10 (out of 10). In this case, your Ad rank is 2 multiplied by 10 (20). Now let’s count your cost per click. Let’s imagine that a person below you has an Ad rank equal to 18. Then your cost per click is equal to 18/10 + 0.01 = $1.81.
In order to decrease your cost per click, increasing your quality score, you should pay attention to two main categories: the relevance of your website and the user experience. The relevance includes the relevance of the keywords you use, of the ad you are going to launch and of the URL your project has. These 3 factors are highly important for your advertising campaign. User experience influences on how effective your website is for a user, how comfortable it is.
As you know, Google Adwords uses ad auction, in order to sort down all of the advertisement links, belonging to the advertisers. This allows showing all of the sponsored links to a person, who searches anything in Google. As you can imagine, anyone who purchases Google ads, wants his link to be listed on the top of the SERP. It is obviously the premium place that provides the highest volume of traffic. So, how can you get to the top of the SERP with your ads?
Well, the obvious answer is: you should pay more than your competitors. The one, who sets the highest price, gets all the traffic. It looks simple and fair. But another problem arises. If Google Adwords used the price as the only criteria to sort the sponsored links, the end users would saw not so relevant and sometimes – even low-quality ads. Google can’t let it happen, so it uses another criterion in its ad auction – the quality of the ads, its relevance. Such parameter, as a ‘Quality score’ is used for this.
The name of this parameter speaks for itself: it indicated the quality of the ads, which is analyzed. How relevant it is, how good its landing is, etc. These factors influence the results of the ad auction, which is held by Adwords. As a result, not only the most expensive ads is shown, but also the one with the highest quality. It’s the core principle of Adwords: it filters the sponsored links due to several parameters, combining them together.