You can get most of these answers from Google Adwords. Here are just some of the summaries and notes which I’ve found useful and easier for me to know what Google Adwords Quality Score trully means. If you are an advertise/marketer, this quality score is important for you as it can determine the outcome of a positive/negative experience with your marketing campaign.
Quality Score is a dynamic variable assigned to each of your keywords. It’s calculated using a variety of factors and measures how relevant your keyword is to your ad text and to a user’s search query. Quality Score influences your ads’ position on Google and the Google Network. It also partly determines your keywords’ minimum bids. In general, the higher your Quality Score, the better your ad position and the lower your minimum bids.
Quality Score helps ensure that only the most relevant ads appear to users on Google and the Google Network. The AdWords system works best for everybody—advertisers, users, publishers, and Google too—when the ads we display match our users’ needs as closely as possible. Relevant ads tend to earn more clicks, appear in a higher position, and bring you the most success.
Quality Score Formulas
The formula behind Quality Score varies depending on whether it’s calculating minimum bids or assigning ad position. It also varies based on whether it’s affecting a keyword-targeted ad on the search network, a keyword-targeted ad on the content network, or a placement-targeted ad.
For calculating a keyword’s minimum bid:
– The keyword’s historical clickthrough rate (CTR) on Google; CTR on the Google Network is not considered
– The relevance of the keyword to the ads in its ad group
– The quality of your landing page
– Your (Adwords) account history, which is measured by the CTR of all the ads and keywords in your account
– Other relevance factors
For calculating a keyword-targeted ad’s position on a search result page
– The historical CTR of the ad and of the matched keyword on Google; CTR on the Google Network is not considered
– The relevance of the keyword and ad to the search query
– Your account history, which is measured by the CTR of all the ads and keywords in your account
– Other relevance factors
For calculating a keyword-targeted ad’s eligibility to appear on a particular content site, as well as the ad’s position on that site:
– The ad’s past performance on this and similar sites
– The relevance of the ads and keywords in the ad group to the site
– The quality of your landing page
– Other relevance factors
For determining if a placement-targeted ad will appear on a particular site:
– The quality of your landing page
There is certainly some truth when people told you to start small, early and young. Guess what, even Google keep a history of your Adwords account. The longer you run campaigns (good ones of course), the easier you will get cheaper CPC (and drive your competition crazy 🙂 ).
Other useful information from Google Adwords
While we’ll show ads for keywords as long as you pay the minimum bid, your keyword is still at risk to stop performing and showing ads. We place a lot of weight on the quality of your keywords. So if we find that your keyword is not performing well, the Quality Score of your keyword will decrease, increasing your minimum bid. In addition, your position on a search results page may drop. If there’s a more relevant keyword running against yours – even at a lower price – it will likely outrank your ad. The best way to ensure a high ad placement is to increase both your ad’s quality and maximum CPC.
If your keyword requires a higher maximum cost-per-click (CPC) in order to trigger ads, we’ll let you know by moving your keyword to an ‘inactive for search’ state. We’ll then list the minimum bid needed to activate your keyword.
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