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Practically everyone who is a normal user of Google Adwords is aware of their quality score and its importance to your account. Google calculates and assigns a score to each keyword within your account in order to determine its relation to displayed ads and destination pages.

Quality score influences a number of very important factors within your adwords account. It affects your ad’s display position on the Google network and determines your minimum required bid in order for your pay per click ad to run. There are no factors more important to the pay per click advertiser than ad position and ad pricing, so understanding Google’s quality score is a worthwhile effort.

The quality score is Google’s attempt to keep advertisements tightly related to what their users/customers are looking for. The thinking goes that Google’s customers will enjoy their search experience more with the advertisements closely related to their interest area along with the search results. Although it may be difficult to implement a perfect computer-driven ranking system, this way of thinking seems correct.

The publicly-known elements of the quality score system are:

1. How closely a keyword is related to the ads in its ad group. This element should cause advertisers to implement their ads and keywords in closely related units, rather than tossing all keywords together in one group. Doing the later will likely lead to high minimum click prices and lower ad spots.

2. How the keyword has performed historically on Google.com. This element enforces a long-term aspect to your advertising efforts. If you don’t take care to work on your ad copy for a given keyword consistently, you will very likely be looking at a higher price for your advertising well into the future. Users who have ads with a higher clickthrough rate(CTR) are rewarded, so writing relevant copy that attracts visitors is required.

3. How your entire adwords account has performed historically. Indeed, Google takes this into consideration when assigning your ad positions and minimum bids. There is no better time than the present to work on improving your account’s status in the eyes of Google: improve your performance, or pay higher advertising costs.

4. How closely your landing page relates to your effort. When a potential customer clicks on one of your ads, it makes sense that the page they are sent to should closely relate to what they are searching for. This benefits everyone involved as the user can more quickly find what they want, Google looks good for helping them find it, and you are rewarded by having a much improved chance winning that customer’s business. This element of the quality score is more subjective, but makes sense from the big picture perspective. Google rewards your good service to their customers.

The bottom line is that growing your knowledge and understanding of Google’s quality score measure will act to directly improve your advertising return on investment. By lowering your minimum bid prices and raising your ad positions, quality score improvements are your very close friend, treat them like it!

About the Author:

Brian Basch has over 4 years of pay per click management expertise. Let him show you what you need to know in your ppc advertising efforts using the very ppc management tricks and techniques he uses every month. Learn how he can help at http://www.propayperclickmanagement.com/

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