When it comes to PPC, it goes without saying that Quality Score is one of the most important KPI that determines the efficiency and the final cost of a campaign. It has direct influence on the Cost Per Click (CPC) value and while is multiplied by your maximum bid, it determines your Ad Rank in the search result page. Regardless of its importance, there are lots of so called ‘online marketers’ who does not completely understand this KPI.
The Quality Score is built upon multiple factors, but 3 of them are the most influential:
Expected Click-Through Rate (CTR)
Landing Page Experience
The Expected Click-Through rate is mostly an educated guess based on the presumption that a specific keyword will match exactly the search term. A good keyword management is needed to control this rate. You can do that only by using the correct tools and by thinking like your client.
The Ad Relevance Score is determined by analyzing the connection between your keyword and the ad itself. The more related they are, the more likely your Ad Relevance will increase, so you need to constantly keep an eye on that.
The Landing Page Experience is an estimate based on the assumption of how good experience a user will have while visiting your landing page. First of all, the content needs to be useful, original and trustworthy. It needs to be easy to navigate and to have intuitive commands. Last but not least, fast loading speed has become necessary for any web experience nowadays.
The Quality Score has become more and more important as itis a used by Google, Yahoo! (called Quality Index), and Bing.
Only by focusing on Quality Scores, you will be able to achieve successful campaigns while lowering both your Cost Per Click and your Cost per Conversion.
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