Search is in a constant state of evolution. But that doesn’t mean the evolution is green. For search marketers on the PPC side of the spectrum, campaign spending can still be costly and satisfactory returns can still be hard to quantify. It’s a puzzle that PPC. But does it really have to be? Not necessarily. Not if you consider the campaign benefits of calculating Quality Score.
Without getting deep into algorithms and metrics, Quality Score measures relevance. It helps customers find sites relevant to their search and it enables advertisers to benefit from creating relevant ads. Click-through rates (CTRs) as well as ad text and landing page relevancy are key factors in calculating Quality Score. By generating a high scoring ad (10 being the cream of the crop) you are essentially telling Google that you’re a relevancy star. I know what you’re thinking. How does relevancy stardom translate into lower PPC costs?
Let’s briefly analyze the three key factors in determining Quality Score. CTRs are the main ingredient in calculating Quality Score. If people are clicking on your ad, they are confirming its overall relevancy. The more CTRs produced, the more revenue generated. Therefore, a high Quality Score will keep you from wasting critical PPC spend on ads that aren’t converting. As for ad text and landing page relevancy, these are controllable metrics. By testing and retesting ads and landing pages, you can make improvements to your Quality Score by focusing on areas like:
- Keyword performance
- Content relevance
- Page load performance
There is a reason Quality Score is such a trusted PPC metric. It helps drive better, more efficient results. Of course, there are other metrics to consider based on your campaign goals. But it’s in your best interest not to count Quality Score out.