By Alan Coleman on 12 Jul 2013
This week’s PPC infographic comes from DigitalNetAgency.com. It’s all about Google’s Quality Score metric, which is a very important factor in determining your adrank and ad position, as explained by our last PPC infographic of the week.
Google uses the Quality Score metric to reward relevant, well-optimised AdWords accounts by allowing them to show their ads in higher positions, at lower CPCs. The higher your Quality Score, the less you have to pay for a click on that ad.
Google takes a number of things into account when determining your Quality Score. Google always want the most relevant ad to be shown to their users so CTR is a very important factor in determining Quality Score. Google see a high CTR as a very good indication of the relevance of the ad to the keyword that triggered it. If people keep clicking on your ad, Google reward you by improving your Quality Score and allowing you to spend less per click for your ad position, or to show your ad in a higher position for the same CPC.
Google also considers the relevance and quality of your landing page as an important factor in determining Quality Score. If a user who clicks on your ad is directed to a specific, relevant page on your website as opposed to the home page, it is likely to give you a boost in Quality Score. Things such as the load time of your website are also taken into account.
This infographic does a great job of explaining Quality Score and even gives you a few tips on how to improve the Quality Score of your account. The most important thing to remember is that it’s not going to happen overnight. Maintaining a good Quality Score can only be done through ongoing optimisation of your account. It can be time consuming but once you start seeing your CPCs dropping and your ads showing in higher positions, it’s all worth it!
