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Goggle Het? > AdWords Help > Ad QuaKy and Performance > Gua Wy and Perrermanra Factors Please click a topic below to view frequently asked questions in that topic. Quality and Performance Factors
"Quality Scon?
Quality-Dased Minimum Di da Landing Page Quality Ad Rank (Ad Position) Clkkthrniigh Rate (CTR) (op Ad f'oaition I ormulo Change
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■ Whart ' a 'Quality ?ir.nraL an ri hnwta ii r.alr.nlartad? • How is my keyword's Quality Sr.nfa uaad?
■ How do I know what my Uualrty Score is?
1 Is Quality Score calculated for my placement targeted ads?
■ Is a Quality Score calculated for my contextual ly-taraeted ads?
■ I Icwi r, 1 hp Quality ^enre ra lr i il at pd far nwihila aria?
One way to examine how well your PPC campaign stands up to the quality score algorithm is to analyze the minimum bids for the various keywords you are bidding on. The minimum bid acts as an indicator of that keyword's quality. For example, keywords with a high minimum bid have the lowest quality score, and inversely those with the lowest minimum bid have the highest quality score.
In Google's case, keywords with high quality scores tend to average about $.05 per click. The search engines flag keywords with minimum bids of $1.00, $5.00, or more as low quality. Sometimes you should just remove these low quality keywords, especially if they are not relevant to your campaign. Other times, you may want to keep those keywords active. This involves making changes to your landing pages and ad copy to increase relevancy.
Google builds trust in the advertiser over the course of a PPC campaign. Google has an interest in keeping its long-term users happy. Therefore, with greater trust from Google comes lower cost per clicks and higher rankings. In this way, PPC campaigns are becoming more and more like search-engine-optimization campaigns where longevity alone can provide positive results.
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A campaign optimized for quality score can result in a greater return-on-investment from your PPC efforts. To optimize your PPC account, consider the overall campaign and ad group structure, keyword choice, and ad copy.
An optimal campaign and ad group structure does not directly increase quality score, but it does make it easier for you to navigate the PPC account and increase the relevance of your keywords within ad groups. Ad groups contain a group of keywords and ad copy and show when those keywords are searched. The more specific your ad groups, the more specific your ad copy can be for those ad groups. This increases keyword-to-ad copy relevancy and in turn can raise click-through rates. If you sell basketball shoes, create an ad group called Basketball Shoes, and within that ad group you should only have keywords that are directly related to the basketball shoes you sell. You can get even more specific and create ad groups for every brand of basketball shoes that are sold. The more specific the ad groups, the more specific you can make the ads contained within. Using the example above, if you are creating ads for your Basketball Shoes ad group, make sure that each ad clearly states that you are selling basketball shoes. Mention basketball shoes as many times as possible in the ad text.
The final step is to make sure you are sending the customer to the most relevant landing page. Again, if your keyword is "basketball shoes" and your ad copy states, "We sell Basketball Shoes!" be sure that when customers click your ad they are taken directly to your basketball shoes page.
The synergy between the keyword, ad copy, and landing page within ad groups is something you can control and optimize to increase quality score.
Optimize Quality Score
1 Navigate to http://adwords. google.com.
2 Sign in to your AdWords account.
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3 Click the campaign you want to investigate.
AdWordi: Campaign Summary
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Customer ID: 587-271-7988
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4 Click the ad group you want to investigate.
5 Click the Customize Columns link.
6 In the customization drop-down menu, select Show Quality Score.
• Notice the quality score shown for each of your keywords.
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