You can’t run a successful PPC campaign without having a solid understanding of Quality Score. This score has a substantial influence over the cost and effectiveness of your paid search campaigns. It affects how your PPC ads perform and how you pay for each click.
Quality Score is Google’s rating of the quality and relevance of both your keywords and PPC ads. It is used to determine your cost per click (CPC) and multiplied by your maximum bid to determine your ad rank in the ad auction process. Your Quality Score depends on multiple factors, including:
Your click-through rate (CTR).
The relevance of each keyword to its ad group.
Landing page quality and relevance.
The relevance of your ad text.
Your historical Google Ads account performance.
These are the core Quality Score components. While it’s unclear about the exact proportion of influence each component has, the click-through rate is extremely important as it’s a strong signal to Google that your ads are relevant and helpful to users. As a reward, Google gives you higher ad rankings and lower costs. By optimising your Quality Score, you’re laying the foundation for a higher return on investment, as higher Quality Scores correlate with lower cost per conversion.
Tactics for improving your Quality Score range from regular keyword research to ensure relevancy, organising your keywords into refined groups that can be more effectively tied to individual ad campaigns, testing and refining your ad copy, optimising your landing pages to fit with your targeted ad groups and continually researching, identifying and excluding irrelevant keywords that are wasting your budget.