5 reasons to consider Quality Score when building your AdWords strategy
When looking to run an AdWords campaign, it is important to keep Google’s Quality Score in mind when setting up your advertisements and analyzing your overall campaign. Quality Score is Google’s estimate of how relevant your ads, keywords, and landing page are to the person seeing your advertisement. Since Google’s goal with its AdWords platform is to connect Internet searchers will highly relevant websites, the search engine does everything it can to ensure only the most relevant ads are served up. Your campaign’s Quality Score can have a major impact on the overall success of your online marketing strategy and needs to be on the back of your mind at all times. Here are just a few reasons why you need to carefully consider your AdWords
campaign’s Quality Score.
1. Lower CPC Costs
When you have a good Quality Score, your CPC costs will be lowered meaning the amount of money you pay per click will be lower when your Quality Score improves. Obviously, this can have a huge impact on the success of your campaign as you can drive traffic to your landing page for less money.
2. Higher ROI
With the lower CPC costs associated with a high Quality Score comes an increased ROI for your campaign. If your landing page is perfectly optimized for conversions, your AdWords campaign will realize the highest possible ROI when you have a good Quality Score. A low Quality Score could mean the difference between running a profitable AdWords campaign and one that does not produce any profits.
3. Higher CTR
An AdWords campaign’s Quality Score can have a huge impact on your campaign’s click through rate. Since your Quality Score will improve when your click through rate improves, only your advertisements with the best click through rate will be shown high enough in the rankings to receive any traffic. Almost by default, your ads that have poor click through rates will drop down the search engine rankings, allowing only your best ads to be shown in your account.
4. Higher Conversion Rate
A good Quality Score can improve your campaign’s overall conversion rate. By only showing your ads to those Internet users who will find it the most relevant, AdWords will help your campaign’s conversion rate and allow you to drive more sales through your website. Quality Score is intended to determine which Internet users will find your advertisements and landing page the most relevant to their needs, which in turn will ensure that only high quality traffic will be sent to your landing page.
5. Higher Ad Placement
By focusing on improving your campaign’s Quality Score, you can ensure a high ad placement within AdWords’ advertising platform. Google will move the ads with the best Quality Scores to the top of the search results as it assumes these ads will be the most relevant to those Internet users searching for specific terms. A high ad placement on the first page of the search results will allow your landing page to receive a substantial amount of traffic.
Google’s Quality Score is the single most important aspect of any AdWords campaign. If you are not constantly thinking about how you can improve your campaign’s Quality Score, your AdWords advertising efforts will not be as fruitful as you would like.
May 28, 2013