So you’re a San Diego company trying to get started with pay-per-click marketing (PPC). PPC is a model of Internet advertising wherein the advertiser pays a fee each time the ad is clicked. Think of it as a fast track way of gaining customers. There are a lot of factors that go into PPC marketing, and one of the major ones is Google Quality Score.
What Is Quality Score?
PPC ads all receive a Quality Score that influences how well your ad performs and what your cost per click (CPC) is. Google Quality Score is based on the quality and relevance of your keywords and ads, meaning it’s assessing whether or not your PPC ad is meeting the user’s needs. Not only does it determine the CPC, but the Quality Score is multiplied by your maximum bid to determine your rank in the ad auction process.
For example, a low bidder with the highest Quality Score still has the potential to reach the top ad spot and earn the lowest CPC, which is based on your ad bid and the ad rank of the advertiser below you.
What Does Quality Score Measure?
There are many factors in the algorithm, including:
- Click-through rate (CTR)
- Keyword relevance compared to the ad group
- Quality and relevance of the landing page
- Ad text relevance
- Historic performance
The click-through rate is determined by dividing the number of ad clicks by the number of views (also known as impressions). Your CTR is one of the biggest factors in determining Quality Score—a high CTR means a lot of people who see your ad click on it. As a reward for a high Quality Score, you receive higher ad ranking and lower costs.
Improving your Quality Score also impacts your cost per conversion. This measures the cost you pay when someone takes a preferred action, such as buying a product. Cost per conversion is typically higher than your cost per click, but a good Quality Score can lower both.
Increase Your Quality Score
As we’ve seen, Quality Score is incredibly important to how well your ads perform, and that takes constant effort. What the Quality Score is essentially analyzing is relevance, and there are a few steps you can take to improve that score. Conduct regular keyword research to find new keywords (including long-tail) that can drive traffic. Organize your keywords into campaign-specific groups, and refine your ad text to encourage a higher CTR.
With an improved Quality Score, you can be assured that your PPC ads for your San Diego-based business will cost less per click and there is potential for your position in the ad auction to go higher. With a focus on relevance, you can transform your marketing campaigns.