Often it seems, advertising is a business obsessed with quantity. How many people saw my ad? What is the click-through rate for your new campaign? Is your ROI what you want it to be?
All of these are undoubtedly important. Any good marketer will want to track these metrics. But when it comes to Google AdWords, in order to reap the quantity you wish to achieve, you first have to think about quality. That is why understanding and using quality score is key to AdWords advertising success.
Now let’s explore the concept of AdWords Quality Score.
What is Quality Score?
Imagine if AdWords was a human person working for your advertising firm. You send your finished ad creative to them when it is ready to publish, and they provide feedback based on data they collect as a result of your campaign. But how does AdWords know if your campaign is on the right track?
In addition to the raw data provided by AdWords, quality score is a helpful diagnostic tool for your campaign.
As a business themselves, it only makes sense that Google try to provide as positive an experience as possible to its users. This includes both its everyday search users and the advertisers who subscribe to AdWords and buy ad space online. To achieve this, Google assigns your ads and keywords with quality scores.
By measuring and monitoring the quality of ads created for AdWords, Google hopes to ensure that ads shown to users are both relevant and useful.
What Determines Quality Score?
Though there are several factors which come into play when assigning a Quality Score to an ad. These include:
- Ad Relevance – How closely your ad relates to a search query made by a user.
- Landing Page Experience – How useful is your landing page for users who click on your ad? Is it easy for a user to convert?
- Expected CTR – What Google thinks you can reasonably expect to achieve with regards to clicks per impression.
There are other, more nuanced parts of Quality Score, but it is considered a Google best practice to focus on the three mentioned above. This is because the previously mentioned metrics are used in the Google Ad Auction, while the actual Quality Score itself is not. In general, if this three things are out of whack, you’ll want to fix them first.
Why Keep An Eye On It?
So why bother with Quality Score anyhow? What’s the big deal with making sure your ads follow all of the best practices? One could point out that Google will show your ads regardless of how low its Quality Score. But that would be misguided and frankly, a waste of your money.
Maintaining vigilance about keeping up your Quality Scores opens up all sorts of benefits and opportunities for advertisers. These include, but are not limited to:
- Lower costs-per-click,
- Better Ad Positions,
- Eligibility for ad extensions and other ad formats.
It only makes sense that advertisers who take the time to make sure that their ads uphold Google’s quality standards will be rewarded for their efforts with better performances. Because a high Quality Score can lead to lower bids necessary in the Google Ad Auction for similar placements, you can end up increasing your ROAS (Return On Ad Spend) just by following Google’s quality guidelines. Not a bad trade!
When it comes to using Google AdWords, quality and is just as important as quantity. Understanding and using quality score is critical to help optimize campaigns and increase ROI. At the same time, you keep Google and its users happy by providing a better overall web browsing experience.