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If you are thinking about Google advertising you need to understand what Adwords Quality Score is and why it is an important element of your pay-per-click advertising. Here's a pay per click guide to help get underway.

Effectively Using Google Quality Score: How to Pay Less than Your Competitors and Get Your Ads Displaying Higher

If you are thinking about Google advertising you need to understand what Adwords Quality Score is and why it is an important element of your pay-per-click advertising. Here’s a pay per click guide to help get underway.

Before Google developed Adwords Quality Score, Google professionals always advocated developing a really big keyword list and bidding more than your competitors to get to the top of Google ad placement.

While that appeared a very logical approach, Google discovered that it regularly resulted in displayed advertisements that weren’t germane to what their searchers were hunting for. Irrelevant advertisements weren’t clicked very often and, not only did they take up valuable advertising space, they hurt Google’s bottom line.

Because necessity is the mother of invention, Google started on a groundbreaking approach for its pay per click program: it decided to measure the degree to which an ad’s keyword or keyword phrase is relevant to both the text in the ad and to user’s search queries.

Quality Score was born.

Here’s how it works:

Every time a keyword can possibly result in an ad appearing in response to a search query, Google measures how relevant that keyword is to the:

Adwords ad in which it is placed

Landing page where the searcher will go and

The user’s search question

Instantaneously, it allots a score between 1 (poor) and 10 (best) which leads to this marketing tip : the higher your Quality Score , the lower your CPC costs and the better your ad position will often be.

And, since its goal is to encourage its PPC advertisers to create more relevant, targeted ads and landing pages, Google displays the Quality Score for each keyword in your Adwords account.

That number, so crucial to your Google Adwords campaign, can be easily understood, evaluated, and improved to the point of optimisation by keyword research techniques and testing your keywords, advertising copy, and destination pages.

The formula is very simple: maximum bid price times quality score.

You can quickly see that there are three ways to get better ad position: increase your advertising bid, increase your Quality Score, or both.

Your goal is to get to the highest ad rank your are able to for the lowest price. The highest ad rank gets the 1st advertising position, the second highest ad rank gets the following position, and so on.

As a simple rule of thumb, if your Google Quality Score is 6 or less, optimise the ad or landing page instead of bidding higher.

Understanding, and optimizing Quality Score will increase your profitability. Why pay more than you need to for PPC advertising? That’s for your competitors to do.

If you have ultimately come to the opinion that there’s amazing opportunity on the net, take a few moments to go to make my own website for useful ideas and tips. And, before starting out on Google advertising, save yourself some money by learning how to best use Google Adwords Quality Score.

About Emma G.

Working in the marketing industry since 2002. This blog is one of my hobbies.

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