The Quality Score is a metric utilized by different PPC platforms such as Bing Ads and Google AdWords, in determining the eligibility of an ad displayed on the results page of the search engines. It is also being used to determine the position of the advertisement in the search results and the amount that the advertiser needs to pay for the said position.
If you are a pay-per-click marketer, you might have already known the essence of getting a high-Quality Score. These simple steps can help you to save money, improve PPC ad position and boost ad campaigns.
The Quality Score is considered the primary key to attaining success in paid search marketing campaigns. It is graded on a scale of 1 to 10, where 7 is regarded as above average. If you earn a higher Quality Score, you will have the privilege to pay a lesser amount per click as compared to other advertisers who are bidding on the same keyword but with a lower Quality Score. An advertisement containing a keyword with a Quality Score that is 2 or less may be deemed eligible and may not be shown on search results. This is the reason why it is essentials for advertisers, especially those with only a low budget, to focus more on getting a higher Quality Score for them to improve ROI and to cut down advertising costs.
It might sound easy enough, but calculating and getting a higher QS can be at times confusing and frustrating, especially in the eyes of those new in PPC advertising. In fact, even those advertisers and PPC services providers who are well-versed with paid search marketing campaigns sometimes find it hard and puzzling to master and fully comprehend this metric.
Highly optimized QS will save you money and help enhance the position of your ad and boost your PPC campaigns’ overall performance. Here are a few easy-to-follow steps that you can take to improve your Quality Score.
Your choice of keywords is very important in improving your QS. They can either make or break your PPC campaigns’ performance. That is why, as an active PPC marketer, you need to keep yourself updated with the more valuable and the latest keywords that you can bid on. Your audience will use different keywords when searching alongside using the different search engine platforms. To bring a PPC ad to your desired position, you need to bid on the right keywords.
Ensuring that your keywords are relevant to both your landing page and ad copy, will help you boost your conversion rate and improve your Quality Score. You should choose the keywords to bid on that are relevant to the content on your landing page and the corresponding ad copy. You must direct the users searching for certain keywords to a landing page that is closely related to their search query. Google AdWords and other PPC campaign platforms give a higher value to the degree of relevancy between landing pages, keywords, and ad copy.
One other factor that is being considered when assigning QS is the expected CTRs or clickthrough rates. When optimizing QS, you should also focus on improving the click-through rates of the keywords. In general, those keywords that have strong CTR also carry a strong QS.
In targeting keywords, you will need to pick and bid on the exact keyword and keyword phrases first prior to bidding on a wider and broader keyword target match. If you use broad match modifiers, you will benefit from the added control. It will also ensure you that your PPC ads will not be prompted by search queries that are considered unqualified.
The secret to getting solid CTRs and QS is strong keyword targeting. If you already have a strong keyword list, you can then focus on ad-copy writing.
If you are optimizing your QS, you will have to adhere to the best practices followed by many successful companies that offer Adwords management services for the PPC landing page user experience. The landing page should contain both the ad copy text and keywords. And they should be positioned on the part which visitors can easily spot when visiting your landing page.
Aside from this, your landing page should have engaging, clear, and useful for your visitors. It basically has to satisfy the needs that your visitors are looking for when they performed the search query. Also, add a call to action or something that will let them perform further actions like calling your sales team for inquiries, completing a lead form, or making a purchase.