SAScon Live Blogging Day One: Quality Score – Separating the Myths & Facts
Dave Trolle (Summit), Alistair Dent (Periscopix) and Ben Wightman (Latitude)
The quality score is given by a search engine as a score to determine the relevancy of your ads, landing pages and keywords. This score is calculated on a number of factors such as click through rates (likely to account for around two-thirds of the score), ad and landing page relevancy and device relevancy. The score that your account receives will impact the amount that you pay per click, how often you are eligible to enter the auction and the positioning of your ad – the higher your score, the less you are likely to pay and the higher your position in the paid results.
What are the most common quality score myths you come across?
Does quality score 8 actually exist? This score is never seen by marketers! This is because the score is never a nice round number, although it does occasionally appear.
Also, moving keywords across accounts does not have the big detrimental effect people believe it can.
Should I focus on the predicted click through rate?
Google make most money when your quality score is higher as you will receive a better click through rate. The predicted click through rate is affected by all ads in a campaign, each of which will perform differently. An ad on the top of the page can have a click through rate 14 times higher than those in the right hand side.
Quality scores can change significantly as Google tests the effectiveness of a new keyword
Is broad match quality score based on exact? Yes.
Quality score only exists at keyword level – there is a quality score for things such as landing page and the account, however, this score is not visible. We therefore don’t know how it is weighted or how far back the data goes to calculate this. This score applies to the domain of the site, not just the account. As a new account, Google will assume you’re similar to your competitors for your quality score until you prove otherwise.
Bidding on competitor terms will bring a lower quality score but can be very profitable. This becomes more useful when using remarketing lists for search and may have a different quality score associated with them.
Is quality score all about the ad text or is the content on the landing page? Do both. The result should be aimed at the user not the search engine. Other factors also apply such as extensions. Ad copy is the main thing that will convince someone to click through to your site and this is the easiest thing to control and test.