3 Reasons Quality Score is Important for PPC

Stephanie Heitman — December 9, 2016 Follow @stephheitman

Quality Score is an important component of your search advertising campaign. But what is it exactly, and how does it affect your results?

First, a brief refresher on what your Quality Score is. Google assigns your search ads a Quality Score using a scale of 1-10, with 5-10 considered high. Quality Score is based on a number of factors, including your ad’s expected clickthrough rate, ad relevance to the keyword, and the user’s landing page experience. This score impacts things like your ad’s page position, bid price for your keyword, and overall success for your campaign.

Here are three reasons having a high Quality Score matters:

It Encourages a Great Consumer Experience

Google encourages AdWords advertisers to provide the best experience possible to consumers, and Quality Score essentially rewards advertisers who do just that. Because Quality Score is based on factors advertisers can largely control, like ad relevance and a good landing page, Google rewards those who are delivering a positive user experience for searchers.

It Affects Your Ad’s Rank on the Search Results

Quality Score is an important component of Ad Rank, which is the value Google uses to determine where your ad will appear on the search engine results page (SERP) for a given query. If you have a poor Quality Score, your ad will likely not place well, or may not show at all for the term searched. A better Quality Score typically means a better placement for your ad for a related search term, which is important to getting quality clicks on your ad that can turn into leads.

It Can Minimize Your Cost Per Click

Your Quality Score can not only help your ad rank well on SERPs, but it can also help you achieve a lower cost per click – or the amount you pay for a click on your ad. This is another way Google rewards campaigns that have highly relevant ads, keywords, and landing pages, enabling you to get even more clicks on your ad for your budget. This, in turn, results in better return on investment for your search engine advertising campaign.

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