Lately, in a few meetings with clients, the discussion of the Quality Score of keywords for pay-per-click ads has come up. The Quality Score is the quality level of Adwords and one of the most important things to properly manage a pay-per-click advertising campaign.
Google Adwords
Google AdWords
We can consider it a score that Google gives to our ads taking into account several variables: The keywords we have chosen, the ads we have written, the destination page to which we send the clicks, in addition to the search that the user has selected . As we all know well, the objective of Google and all its tools is to give relevant or expected results to users, so our objective should always be to create ads that respond as best as possible to what users expect to find. The search engine takes these factors into account when ordering the appearance of the ads by evaluating the cost set for each click, the daily budget that we have assigned to the campaign (and its different ad groups) and the quality level.
If, as a person managing an AdWords campaign, we want to achieve the best bids for our campaigns, we must be very concerned about optimizing this index, preferably with indices above 7, and in this way we will also be able to reduce the cost of what we pay for each click or move up to a better position. (Getting an index higher than 7 is not always easy).
Quality level of our keywords
Quality level
Checking keyword levels is quite easy, as Google is an expert at making things easy for us. Green is our goal, as it means that the ads are actually being published and with a good index. If we also get an index of 10 out of 10, that's icing on the cake!
This number is not always easy to achieve. It is the expected click-through rate: Our goal is to be above average. Ad relevance: Above average and destination experience: Above average. That is our goal.
The Click Through Rate (CTR)
CTR stands for Click Through Rate and is calculated by dividing bosnia and herzegovina telegram lead number of clicks our ad receives by the number of impressions, that is, by the number of times it is shown in users' search results.
CTR is a quality level factor that affects three levels: the historical CTR of the account , the CTR of the keyword , and the third factor is the CTR of the target account to which our keyword is linked.
Matching should be the focus of our campaigns. What does Google tell us? That we should give users of its matching tool matching, and that is achieved by matching searches with the results found on the destination page.
CTR of multiple ads in a campaign
A good CTR is usually synonymous with a well-optimized advertising campaign.
Landing page quality
Even the landing page must be of high quality, offering clear content, with carefully crafted texts (Be careful! Avoid spam because we will surely be penalized if we abuse it because our friends at Google see everything) and speaking about what the user is looking for. Google goes so far as to evaluate even our page loading speed and the quality of our hosting provider. Be careful with those very cheap offers!