One of the important factors in a successful PPC campaign is a good Quality Score. With a poor Google Quality Score, you can experience more ineffectiveness in your paid search campaigns and simultaneously increased costs. Without understanding the Quality Score, your campaign will likely suffer from poor performance.
The Quality Score is Google's way for rating the relevance and quality of your keywords and PPC ads. Google uses it to determine your overall cost per click (CPC) and multiplies it by your maximum bid to calculate your ad rank during the ad auction process. There are several factors that can influence your Quality Score, including:
No one beyond Google knows how much each individual factor affects the Quality Score algorithm, but the biggest influence is most likely the click-through rate. If you're getting a lot of traffic from people clicking through PPC ads, that can tell Google that your ads are relevant and influential. As a result, Google is more likely to reward your efforts with higher ad rankings and lower costs.
The Quality Score is highly important to the overall success of your PPC campaign. Through the optimization of your Quality Score, you can experience better return on investment (ROI), because a higher score means lower cost per conversion. Keep in mind that cost per conversion is different from cost per click, accounting for how much you pay when someone actually takes a specific action on your website, including either purchasing a product or signing up for a free demo. The more infrequent nature of cost per conversion often makes it more expensive than cost per click. However, the higher your Quality Score, the lower your costs will be for both cost per conversion and cost per click.
There are numerous ways you can improve your Quality Score, including:
By taking these steps, you can make your Quality Score higher and subsequently spend less money on your PPC campaigns while seeing better results in the long term.