After going through some of the basics of creating and targeting your pay-per-click ads in one of my earlier posts, I realised that I hadn’t fully addressed a big problem faced by PPC campaign managers. Knowing where you are going wrong with the quality of your ad can produce massive improvements in ROI and it’s more than simply using the correct words for the product or service you are selling.
A Little Quality Score Background
Quality scoring takes into consideration your ad content, but more importantly, it assesses how relevant it is to the people who will see your ad and the page your visitors will land on when visitors decide to click your ad. Google is primarily concerned with user experience because the better Google can make the experience for users, the more they will use their ads and make Google money.
If your ads are not targeted enough or your landing page doesn’t offer exactly what your ad says then the user experience is not as great as it is for someone who types in a search term and is taken to exactly what they want when they land on your site. I covered this briefly in the post linked above, but essentially, it’s about giving visitors what they want in the shortest possible time because that’s what improves your click-through rate from your ads and it reduces your bounce rate because people want instant gratification.
Changes to the Quality Score Report
Google recently announced changes to the way they will report Adwords quality scores, but the changes are to the reporting only, rather than to the way in which scores are calculated. This will help people understand how they can improve user experience because it will incorporate greater information about ad relevance, the expected click through rate and landing page experience.
Google is so concerned with user experience or UX, that it will not show ads on some search results even if the user enters a keyword that people have ad bids on. This is because they want to make sure the ads they serve provide the best possible result for both the person performing a search and Adwords customers who are paying for clicks. If Google doesn’t think the user is the right person to see those ads, they will not see them.
Benefits of Transparent PPC Ad Quality Scoring
The benefits are not all one way in favour of the user. From as advertiser’s perspective, PPC should be a lot more economical than previously when ads that were improperly targeted received clicks. That’s because ads with a low quality score for a specific keyword will cost more per click than ads with a high score because your ad has to compete with high scoring competition. The improvements in reporting will improve the ROI for anyone already using PPC with Google Adwords and it will make it a much more attractive traffic tool for anyone thinking of using PPC.
A Common Adwords Quality Score Misconception
Click through rate (CTR) is one of the metrics used to determine your ad’s quality score and although ads that appear higher up in results tend to have better CTR, the position of your ads in SERPs does not affect your score. In most cases, it is merely a reflection of how well your ad scores for the keyword search term.