Google gives each keyword in your AdWord account a Quality Score or QS. QS is a numerical value that ranges between 1 and 10. To allot a keyword to an advertiser, Google conducts an auction. Keywords with high QS are eligible to enter the auction more easily and at a lower cost compared to keywords with a lower QS. Google’s goal is to encourage relevant ads for their users and their pricing system is designed in a way that favors relevant ads and keywords, i.e. ads that get a high click-through and therefore make Google more money.
The following factors determine a keyword QS:
• Keyword's click-through rate (CTR)
• The relevance of the keyword and ad text to its ad group and the keyword’s landing page.
• Landing page load time.
• Keyword performance history.
• A Quality Score is calculated by the number of times a keyword matches a search query or, every time your keyword has the potential to trigger an ad.
• A First Page Bid is an amount advertisers in an auction pay, on average, for first page placement. So, if the first page estimate matches the ROI goal, then bid for the first page to obtain clicks and develop your CTR.
• The only keywords that affect the overall QS of an account are the ones with really low CTR, which means that they have accrued impressions but have few or no clicks. Keywords with no impressions will not affect your score. It’s also important to note that the number of impressions weights the effect a keyword has on your Quality Score. So, a keyword with 0.0% CTR and 10 impressions will have a smaller overall affect than a keyword with 1,000 impressions and 0.0% CTR. So, in most cases long tail keywords have low volume and so the effect is minor (even if the word is performing poorly). The only time advertisers can run into trouble is when they have a large number of low traffic volume keywords. The total sum of all these impressions add up and can pull down an account’s performance.
Tips to improve quality score:
• Write relevant ad copies - An ad copy should be relevant to your keyword and landing page’s content. Incorporating both into your ad will get the best possible Quality Score.
• Remove/pause ineffective keywords that continuously achieve a low quality score, because they affect the overall QS of an account.
The moment you load a keyword into AdWords, it receives a Quality Score. This initial Quality Score is determined by each keyword’s performance history, including other advertisers. Google AdWords has monitors s a keyword’s historical performance for multiple advertisers who target this keyword. Google determines an aggregate score and this is becomes a “base score.” This score is a keyword’s starting point with regard to Quality Score.
• Make your landing page more relevant - Your landing page and ad copy should provide a smooth presentation. The landing page should deliver on whatever is promised, offered or advertised in the ad.
• Establish a pattern of high quality campaigns- Google uses data to establish patterns and trends. When you create several campaigns that earn a high QS, Google will reward your future campaigns with a higher quality rating.
• Choose a more focused keyword matching option - Consider using a phrase or an exact match for your keywords to narrow down the search phrases that can trigger your pay-per-click (PPC) ads. Although you will get fewer impressions, the ones you do get will be much more applicable to your PPC ad.
Contributed by Manisha Singh