Importance of a Quality Score and Tips to Enhance its Use

Feb 23, 2021

Importance of a Quality Score and Tips to Enhance its Use

Automated bidding plays a role in enhancing the performance of search advertisers. Quality score is commonly used for PPC and might play a role in improving a particular score. The quality score focuses on increasing an ad's exposure and reach.

Let us see in a bit more detail regarding the use of QS, its calculation, and ways to improve the Quality Score.

Quality Score:
Quality Score highlights the quality of your ads., landing pages, and keywords. It is best described as the measure of the relevance of a keyword depending on past ad auctions. The score is reported on a scale of 1-10.

The quality score serves as a guide for advertisers, however, it does not help in ranking ads. Google makes use of quality scores since it helps them deliver more relevant ads every time a search happens. The search engine makes money every time an ad gets clicked.

Calculating the Quality Score :

For calculating the Quality Score, the following factors matter:

- The Click-Through Rate
- Keywords Relevance
- Quality and Relevance of a Landing page
- Ad text relevance
- Past Google Ads account performance

Importance of Quality Score:
Quality score matters and has a lot of benefits for advertisers. A higher quality score indicates the good performance of your ads, better ranking, and click-through rate.

Quality Score helps in determining the following :
- Ads eligible for ad auction
- Ranking of eligible ads
- CPC to be paid

Additionally, a quality score will influence the following aspects :

Auction:
If Google assigns a low QS score to a keyword, then it is deemed to be irrelevant and fails to enter the auction game. A high Q S score will help ads to appear in more ad auctions.

Ad Ranking:
After Google selects the keywords and ads relevant to a search, they enter the auction stage. In the auction stage, they are assigned a score and a ranking. The rank determines whether their ads will appear on top or will miss out on appearing on the first page.

Factors to Improve a Quality Score:

To improve the quality score, focus on the following three aspects :
- The Clickthrough rate
- The Relevance of an Ad
- Landing page experience