Ppc Management - Adwords Quality Score

Nearly every user of Google Adwords is very aware of the quality scoring of keywords. In fact, every single keyword is assigned a quality score. As calculated, this score is meant to portray the relevancy of your advertisement and destination to your keyword.

Quality score influences a number of very important factors within your adwords account. It affects your ad's display position on the Google network and determines your minimum required bid in order for your pay per click ad to run. There are no factors more important to the pay per click advertiser than ad position and ad pricing, so understanding Google's quality score is a worthwhile effort.

In order to try to keep ads related closely to what the user is searching for, Google decided to introduce the quality score to adwords. Ideally, users will experience a better result if the advertisements displayed next to their queries are closely related to their area of interest. This is both logical and a bit idealistic: as any algorithm-driven ranking system is bound to have some problems with understanding every single keyword.

The publicly-known elements of the quality score system are:

1. How closely a keyword is related to the ads in its ad group. This element should cause advertisers to implement their ads and keywords in closely related units, rather than tossing all keywords together in one group. Doing the later will likely lead to high minimum click prices and lower ad spots.

2. A keyword's past performance on the Google.com website. Google wants to provide a benefit to continuously improving advertisers and this aspect encourages just that. If you are not making constant refinements to your copy for a given keyword, it will end up costing you in the form of a lower quality score and high bid prices. This makes having useful and creative ad copy a necessity.

3. The historical performance of your entire adwords account. Yes, you read that correctly. Google factors in the CTR from your entire account history when determining your minimum bids and ad positions. This, more than any other factor, dictates that you pay special attention to your account's quality. Get good or pay more, it's pretty simple.

4. How closely your landing page relates to your effort. When a potential customer clicks on one of your ads, it makes sense that the page they are sent to should closely relate to what they are searching for. This benefits everyone involved as the user can more quickly find what they want, Google looks good for helping them find it, and you are rewarded by having a much improved chance winning that customer's business. This element of the quality score is more subjective, but makes sense from the big picture perspective. Google rewards your good service to their customers.

The bottom line is that growing your knowledge and understanding of Google's quality score measure will act to directly improve your advertising return on investment. By lowering your minimum bid prices and raising your ad positions, quality score improvements are your very close friend, treat them like it!

Article Source: http://www.articlebankonline.com

With more than four years of google adwords advertising experience, Brian Basch will guide your advertising in order to increase your ROI. Leverage his ppc management knowledge and accelerate your business. Check Out: www.propayperclickmanagement.com/

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