Do you want to improve your Quality Score?
How do you know if you meet all of Google's performance criteria? Even if Google indicates how it perceives relevance, this doesn't mean that everyone’s interpretation is the right one.
January 18, 2021
What is a quality score?
Why should you pay attention to your quality score?
Imagine you are an advertizer and have just launched a campaign on Google (it shouldn’t take too much effort). You will pay every time someone clicks on your ad. But what happens if no one does? Your ad still gets clicks and is still visible in the search results. This means that even if no one clicks on our ad, visibility will still be there. Google is not really inclined to make its advertizers take advantage of visibility for free. Therefore, it rates the performance of the campaigns. From there, the advertizers with the highest performing ads usually win out.
What is a good quality score?
However, keep in mind that:
1) A Google campaign’s ultimate goal is a high conversion rate
2) Google works in theory and rarely (never) in practice
Basically, if a keyword provides you with much value (whether in revenue or completed forms) but has a low quality score—ignore it.
What are the advantages of a good quality score?
If you don’t have a good quality score, Google will be less inclined to give you impressions as the ads might rank you poorly in the search results. This will generate a much higher CPC cost.
What factors influence the quality score?
Since all of these factors merge together, Google takes into account all of them.
Your estimated click-through rate (CTR): An important consideration is the word “estimated.” Google compares your actual CTR to what it thinks it should be based on the keywords you are using. It is therefore possible that you are satisfied with your CTR compared to other campaigns; however, Google may still believe that your ratio is not good enough for its estimate.
Your landing page quality: Google analyzes whether your landing page effectively responds to users’ initial queries. The issue here is quality, not performance. This means that your conversion rate and associated metrics are not taken into account in the quality of your landing page—according to Google.
Google also factors in your overall historical account performance to determine whether you are consistently a good advertizer. Google wants to make sure you are not simply enjoying some beginner’s luck. Of course, there are other factors in the equation, but Google is careful not to reveal them.
Finally, it is possible to analyze your quality score in order to know your strong points and the ones you need to work on optimizing. Google will let you know if your quality score is below average, average or above average. From there, you’ll be well on your way to optimizing your campaigns.
ABOUT THE AUTHOR
Passionate about digital marketing since 2012, Tai DILEUTH has specialized in paid search engine marketing (Google Ads) to help companies develop high value-added products or services. Today it is with the challenge of accompanying customers on Google and Facebook that he is part of the Turko Marketing team.