What Is Quality Score?
Quality score is a metric used by leading search engines, such as Google, Bing, and Yahoo. Businesses run PPC campaigns to get more traction and generate leads. These search engines check the relevancy of those PPC ads and the quality of the ads and provide a quality score for them.
The three major factors that affect quality scores are:
- Click through rate
- Ad relevance
- Landing page experience
Why Does Quality Score Matter?
- Ad Relevance: Quality score measures an ad’s relevance to the user’s search query or online activity. Ads with higher relevance are likelier to be clicked on, resulting in better ad performance and higher conversion rates.
- Cost Per Click (CPC): It plays a significant role in determining the cost per click of an ad. Ads with higher quality scores tend to have lower CPCs, which can save advertisers money and increase their ROI.
- Ad Placement: It also affects where an ad is placed on a search results page or social media feed. Ads with higher quality scores are more likely to appear in the top positions of a search results page or social media feed, leading to increased visibility and better performance.
- Ad performance: Quality score is a good indicator of ad performance. Ads with higher quality scores tend to have higher click-through rates (CTRs) and conversion rates, which can lead to better overall ad performance.
How Can Marketers Make the Most of Quality Score?
- Ad Copy: Create compelling ad copy that is relevant and engaging to the user. Use ad extensions like callout extensions, site link extensions, and structured snippets to provide additional information and improve the ad’s relevance.
- Landing Pages: Ensure the landing page is relevant and provides a good user experience. The landing page should match the user’s intent and provide the information or product the user wants.
- Ad Groups: Group keywords with similar themes and create ad groups that reflect those themes. This will ensure that the ad is highly relevant to the user’s search query and will help improve quality score.
- Test and Optimize: Test and optimize ad campaigns to improve quality scores. Test different ad copy, landing pages, and ad groups to find what works best for the target audience. Use A/B testing to compare ad performance and make data-driven decisions.