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Glossary keyword - Quality Score

Quality Score

The term quality score refers to Google’s rating of the developer’s quality when using keywords and PPC ads. Through practice, a user’s cost-per-click (CPC) is determined. Then the CPC is multiplied by the developer’s maximum bid to determine the rank of the developer’s advertisement and ad auction process.

The quality score can be measured using these factors: the click-through rate (CTR), the quality and relevance of the landing page, Google ads account performance, the significance of each keyword to the specified ad group, and the importance of ad text. The factors stated above are the core components used when determining the quality score. Google is the only one that knows the exact weight of each element in the algorithm. One thing that is for sure is that the click-through rate is the most important. The reason for the reassurance is when users click on the ad provided by a developer, and Google counts it as very relevant and helpful. In return, Google rewards the developer with lower costs and high ad rankings. 

The benefit of improving quality score

When analyzing numerous pay-per-click accounts, it becomes evident that the quality score index has a direct effect on the success of developers in using Bing Ads and Google Ads. Developers pitch themselves for a higher return on investment (ROI) when they optimize their quality scores. The reason for this is, a good quality score is directly correlated with a lower cost per conversion. Cost-per-clicks differ from cost-per-conversions. The difference comes in when a user clicks on a link to take the action developers want them to take, like making a product purchase or sign up for free trials is when developers pay. But in cost-per-click developers, pay for each click. Hence, cost per conversion is higher than the cost of a click.

 

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