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31/03/2015

How Important Is Google’s Quality Score?

In our blog we try to cover quite a few general topics relating to marketing and current issues. One that caught our eye recently was Google’s Quality Score.

OK so what exactly is ‘Quality Score’? Well it’s a term used in Google’s Pay Per Click advertising and is a score given against a keyword or keyword phrase you may be using within a specific campaign and advert. The higher the Quality Score the more chances you have of your advert being shown and the lower the potential Cost Per Click you will end up paying.

Quality score ranges from 1 to 10 with 10/10 being the highest possible. Now Quality Score is measured each and every time someone types a keyword phrase into Google. Imagine the immense calculating power required to run this auction process. It is unfathomable but somehow Google does it.

Quality score looks at the keyword or keyword phrase and then compares this to the actual advert being shown and the landing page where the ‘clicker’ is to be taken if the advert is clicked. This score can also be affected by how you want to match against a typed keyword phrase in terms of Broad, Exact or Phrase. You can adjust the matching types to improve the Quality Score but this is only a short-term fix. The best way to improve the ranking is to work on a three step process. This includes:

  • Keyword research: make sure you have the right keywords and keyword phrases in your campaign. Ones that will deliver the website traffic and enquiries you want.
  • Advert creation: work on response driven PPC adverts that will engage and get a website search engine user to click on your advert. Special offers and promotions work really well here.
  • Website landing pages: make your landing pages engaging and themed to the Google advert you have created.

The Redbows marketing team is doing more and more work in this field for clients as part of our general marketing services. For more information or a free Google Advertising audit and review call us on 0800 158 3080.

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