Quality score is important part in PPC Advertising, If you have to run all your PPC campaign successful with low CPC and high CTR then you must have to good understanding of quality score. It’s not only important to win good ad position and ad rank but help to reduce your conversion cost.
Quality Score is metrics of keywords, performance, current and past activity of account measure by Google AdWords and Bing Ads. They count everything account level to landing page, relevancy and ad behavior in search results, if your all things and activities are favorable as per their needs then you may achieve high quality score.
Keyword Quality Score In PPC
When we choose keywords for our ppc campaign, Google AdWords and Bing have separate metric for count the quality of keywords. Generally keyword quality score is measure in mathematical form from 1-10 and these are depends on Keyword selection, experience of landing page and CTR of ads.
So to keep your quality score high make sure your selected keywords should be more relevant to users search and landing page. Make landing page responsive with containing all the things users looking for with proper call to action implementation. For good experience you have to share all details in single landing page which everything to visitors they are looking for.
Account Level Quality Score
Account level quality score is also one of major factor for overall performance of your ads. If your account is new without any past score data your ads should be costly and less effective as compare to people those are available from long time and already spend huge budget to their advertising.
Google check past history like CTR, leads and conversions, if they found them better means your are doing great job for yourself or your clients(If MCC Account). Your overall performance count and help to achieve good quality score and performance in paid results.
Few experts say they provide to more value to their old users because they help to build their business for long time and help search engines to earn lot’s of amount through them but apart from them few say they always avoid to business those do fraud activity and take help of PPC advertisements to reach their scam targets.
So initially AdWords and Bing don’t provide much value to new marketers but as they spend few months google easily detect their ads and provide slightly more value, high ad rank and position with low budget.
Landing Page Quality Score
Now landing page is important thing after creating good ad copy, it’s not just for make relevancy but you have to convert your visitors into lead and then conversion, so it’s important for better advertising cost and marketers ROI. Most of time these below given factors are count for improve your landing page quality score.
- Relevancy of your landing page content to ad copy keywords.
- Content should be fresh and unique . should be in listed and bold format.
- Landing page speed ,proper call to action implementation and users interactions after visiting your site.
Why Google AdWords And Bing PPC Used Quality Score
Google and bing are worlds top search engine and lot’s of advertisers, when it come to competition there are thousands and millions of business competitors are available to target their audience. Suppose there is no quality score system then what will happen with advertisers, because everyone want to first page and first position.
There will be bidding system, lot’s of business just bid for earn money, lot’s of scam work will active for certain time and disappear. Then no good business stands out in competition, advertising with high bid without good ROI don’t have more age but one campaign down another will start by any other third party.
If quality score is not present no one thing of provide quality to their users, it’s harm reputation of search engine. If users come to find thing on search engines but find things useless/unvaluable means they will not come to find things on that search engine. As in SEO they setup algorithm for organic rank they also setup algorithm for measure quality score and performance of PPC advertising to provide best value to their users.
Conclusion
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