Loading ...Quality score has a certain stigma to it that often scares people away. According to David Szetela of Clix Marketing, most people make quality score a lot more difficult than it actually is. He says it is, essentially, a way for Google to reward advertisers for writing good ads.
Because Google cannot tell every advertiser all the factors that go into quality score, it often results in confusion. However, if Google did reveal this information, advertisers would get an unfair advantage. As he explains to WebProNews, there are so many other elements that are involved with quality score that the aforementioned factors play a minor role.
Google uses quality score as a rewards system since it wants to provide relevant answers to search queries. The advertisers that are able to help it do this not only receive a better quality score, but also receive a lower price for their ad position.
“Basically, Google rewards advertisers with better quality score and a lower price to do what they should be doing anyway,” says Szetela.
He goes on to say that good quality score has two parts: great ads and acceptable landing pages. People think that by improving their landing page, their quality score will improve as well. Szetela points out that this is not the case. Instead, he says the landing page component of quality score can only hurt, not help.
Overall, having great ads are the key to having good quality score. Szetela recommends including the following elements in an ad:
1. Keyword in text (preferably in headline)
2. Reader addressed in first person
3. Features/Benefits
4. Call to action
Are you using this information to help improve your quality score?
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A nice post that goes along with things we have been talking about
at the office. The quality score feels almost like a phantom statistic
that you can shoot for a higher grade in but can’t be %100 sure you
are going to meet enough guidelines.
My best suggestion is to follow the good advice above. Get your ads really
direct and make sure they engage your target audience. When they get on your
landing pages make sure any CTA is clear and not over fluffed with
unecessary information.
Thanks for an interesting article Guru.
Not a bad piece but I do have to disagree with Mr. Szetela on one point. Having a quality ad will undoubtedly improve your quality score. However, I do not believe that having a relevant landing page will do nothing to help you. We recently ran an A | B test with our supplement manufacturer web page and our supplement manufacturer landing page. Not only did the landing page perform better in terms of conversions, but we noticed that the cost per click and the ad position for this page was better than the web page. Maybe this is just a simple coincidence but I happen to believe that a well-crafted landing page does help you out as it relates to quality score.
Overall, having great ads are the key to having good quality score. Szetela recommends including the following elements in an ad: