In this video webinar, the romance geniuses at Trada will show you how to score with Quality Score!
Quality Score is a set of factors that determine, along with bid price, ad placement and click cost in a search marketing campaign.
Quality Score has historically been a factor only in Google AdWords, but as of May 2011, the Yahoo/Bing Search Alliance also calculates a version.
We will focus primarily on Google's Quality Score in this guide, with a section to describe the differences between Google and Yahoo/Bing.
What are the factors?
Google considers many elements, some of them intentionally secret. For a list of the public factors, consult the AdWords support resources. This is valuable for a complex understanding of Quality Score, but practically, you really should focus on the following:
keyword relevance to ad copy
keyword/ad relevance to landing page
click-through rate (CTR)
The combination of factors is calculated on a scale of 1-10, with 6 being "average", and anything below a 6 needing attention.
Why should I care?
Search engines could just give the highest ad position to the highest bidder, but they want to reward relevance and quality in order to give users the best possible experience. This means that focusing on building your campaign to provide honest, compelling and relevant ad experiences for users will reward you with a higher Quality Score. And a higher Quality Score will reward you with lower click prices and higher ad position, which simply make your campaign more effective.
How should I build my campaign to optimize for Quality Score?
The best practices we always suggest for optimizing campaigns apply to Quality Score, because Quality Score is so often a determiner of success. Setting up your campaign correctly from the beginning will give you an advantage.
1. Build very thematically relevant, small ad groups (around 10 keywords).
2. Make sure every keyword is included in every ad for a given ad group.
3. Write compelling, concise ad copy with a clear call-to-action, write multiple ads for each ad group, and continually test and replace them.
4. Optimize landing pages for keyword density and repetition.
5. Use the first page bid estimate tool to help ensure that your keywords are priced to serve ads on the first page.
What if my campaign is suffering from low Quality Scores?
While it can be time-consuming to fix a campaign, it's usually not hopeless! Follow these steps to bring your Quality Scores up and breathe life into your campaign.
1. If you still have keywords with a decent Quality Score, leave them in your ad groups, but move poorly-performing keywords to new ad groups.
2. Build new ad groups with your poorly-performing keywords, write new ads, and bid high.
3. Check your landing pages for optimization. Check for keyword density and repetition - there are a number of free SEO tools that can help you with this.
4. Try bid popping - the practice of bidding very high on keywords to ensure a high ad position, which will increase click-through rate. Once your Quality Score has improved (due to the boost in click-through), reduce the bid price to something more reasonable.
What's the deal with Yahoo/Bing?
The Yahoo/Bing Search Alliance implemented Quality Score in 2011. While the first ad position still goes to the highest bidder, keywords with less than a 6 are not included in the auction.
Yahoo/Bing consider three factors, and unlike Google, they don't include any "secret ingredients": keyword relevance, landing page relevance and landing page user experience. Landing page user experience has a binary scoring: simply "good" or "bad".
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