What Is A PPC Quality Score?

Posted 04.03.2020

By Luke Pickering

If you’re trying to perfect your PPC campaign you need a complete understanding of what a PPC Quality Score is. It’s so important because it has an enormous influence on the cost and effectiveness of your campaign. In a way, it’s similar to your credit score. It affects whether or not you qualify for a loan and how high your interest rate is. Your Google Quality Score affects how your PPC ads perform and how much you are paying per click.

What is a PPC Quality Score?

Your Quality Score is Google’s rating of the quality and relevance of both your keywords and PPC ads. It determines how much you’re going to spend on your CPC (Cost Per Click) and multiplied by your maximum bid to determine where your ad is going to rank. There are a number of factors that can affect your Quality Score:

  • Your click-through rate
  • Landing page quality and relevance
  • The relevance of your ad text
  • Your Google Ads account performance
  • The relevance of each keyword

These are the main components of a good PPC Quality Score. While no one outside of Google really knows how effective each factor is, what we do know is that the click-through rate is the most important component. If more people are clicking your ad it’s a good indication that your advert is actually relevant.

Benefits of a Good Quality Score

We know that your Quality Score has a direct correlation on your success in Google Ads, by making sure that your score is optimized you’ll be setting yourself up for a higher ROI (Return On Investment). This is because Google will reward you for having a higher score by reducing the cost of each conversion, through reducing CTR and CPA. This is a great as normally the cost of conversion is normally higher than the cost per click.

Normally, the higher your Quality Score the less you will have to pay per conversion. If you’re scoring a 10 your cost will be discounted by 50% but of your score is a 1 it will be increased by 400%.

quality score improves cpc

How do you increase your Quality Score?

It’s important that you’re boosting your ratings by working on your account, it can be completed through focusing on certain key areas:

  • Optimizing landing pages – By making sure that your landing page is the best it can be it means that you’re likely to increase your conversion rate.
  • Keyword Research – Putting in new relevant keywords to your campaign, especially long-tail opportunities.
  • Refining Ad Text – More effective adverts get a higher CTR which is the best way to improve your Quality Score.

Your Quality Score is improved through putting out a good PPC campaign and not only is Google going to reward you by decreasing your Cost Per Conversion but it will also be driving a higher amount of sales and increasing the traffic to your site.

If you’re looking for some help with your PPC campaign then don’t hesitate to get in touch. We have a team of experts who are ready and waiting to get involved with any challenge you may have.


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