The role of quality score in paid advertising & the benefits of having a high quality score.2/20/2018 What is Quality Score? How important is it to your online paid advertising? SEO takes time and doesn’t guarantee success. The only sure way of getting found online is to pay. In this blog I will be defining what quality score is and discussing the factors influencing Quality Score such as landing page relevance & quality, ad relevance and click through rate.70.9% of Google’s revenue in 2017 was accountable through Google search advertising, just under 95.4 billion US dollars (The Statistics Portal). People have a huge trust in Google to provide relevant search results. If Google provide search results and paid advertisements which are not relevant to the users, the users will get frustrated and trust between the user and Google will be gone – leading the user to use another search engine. It is in Google’s best interest to reward advertisers who create relevant adverts which exposure. Which has lead Google to create the Quality Score Ranking System. What is Quality Score? Quality score is Google’s rating of the quality and relevance of both your business’s keywords and pay-per-click (PPC) adverts. Google’s quality score system is a scale which ranges from 1 to 10 and that measures the quality of an advert on Google AdWords. The quality score system helps Google determine if your business advert qualifies to be shown in the advertisement space of the google search result, also the position it will be shown and how much you will pay for each click. The more related your ads and landing pages are to the user, the better chance you will see a high-quality score. Having a high-quality score means that Google thinks your ad and landing page are related and beneficial to someone looking at your advert. A higher quality score means you end up paying less for more ad exposure and higher conversion rates. What do the numbers mean? Dead
Factors influencing your Quality Score Click-Through-Rate (CTR) Click Through Rate is calculated by the number of times your business’s ad gets clicked into divided by the number of times the ad is shown (impressions) on the Google search engine. Keyword click through rate is of high importance and a main factor for determining a business’s quality score. Each advert and keyword have their own CTR which is unique to their own campaign performance. Click through rate is the most important factor of quality score as it directly indicates which ads are most relevant to the users. Landing Page Relevance and Quality Are visitors likely to take the relevant action or do they have to dig deeper into your website to get what they are looking for? Will they get what they want on the landing page or will they revert back to the search page and increase bounce rate? The two most important aspects of a good landing page are relevance and quality. Quality meaning the users have a great experience and enjoy going through your website & relevance meaning the user can find what was advertised in the display advert easily. A good landing page experience for the user can result in more purchases, sign up applications and leads, while a poor experience can lead to customers leaving the website and potentially going to local competitors. While the landing page experience has a direct effect with the quality score and ad rank, it can also have an effect on the advertising costs. Ad relevance Ad relevance shows how relevant your ad and landing page are to the user’s search query. Ad relevance is a score on a three-tier basis: - Below Average - Average - Above Average Having an ‘Average’ or ‘Above Average’ status specifies that there are no key issues regarding ad relevance for the keyword when compared to other keywords across AdWords. A below average ad relevance score can lead to a poor-quality score, which leads to competitors’ ad campaigns gaining better traction and higher ranked ads on the search page. Keeping your ad relevance score high is a critical part in helping your ads display more often. Benefits of a high quality score
Baby Centre & Co – San Francisco Baby Centre & Co in San Francisco is a great example of a company who focused on a factor which influences the quality score. Their landing page of the company’s most frequent search term converted 30% less than the website’s general landing page. Baby Centre & Co realised the landing page of this particular search term had no clear call to action buttons and the user had to dig deeper into the website to actually complete the transaction. Baby Centre & Co rectified the landing page by reducing pages and adding in CTA buttons. This action from the company lead to an increase in conversions by 67% on this landing page and decreased bounce and abandonment rates dramatically. (MarketingProfs.com) Conclusion With the growth of Google’s paid advertising over the past 3-5 years, I hope this blog has given you an insight into how important Google’s Quality score metric is to your paid advertising. The higher an ad is placed on the search results – the higher the CTR. Which will result in lower minimum bids for keywords, resulting in your campaign costs reducing. While a strong quality score is important in your campaign, you must also bear in mind other important marketing metrics. The changes you make to your campaign should naturally, if done correctly, increase your quality score. Important to note – If you aren’t using quality score, your competitors most certainly will be! References J. Strauss and R. Frost E-Marketing, 7th Edition Chaffey, D.; Ellis-Chadwich’ F. (2016) Ditigal Marketing Strategy, Implementation and Practice, Pearson https://www.statista.com/statistics/266249/advertising-revenue-of-google/ https://instapage.com/blog/what-is-quality-score https://supermetrics.com/blog/adwords-quality-score-analysis-reporting http://www.tenscores.com http://www.marketingprofs.com/casestudy https://www.wordstream.com/blog https://support.google.com/adwords/answer/140351?hl=en Kevin CurleyDigital Marketer, TV Media specialist
25 Comments
Celine
2/20/2018 03:50:23 pm
Great read ... helps to understand what the quality score means .. thanks 👍🏻
Reply
Kevin
2/28/2018 09:20:03 am
Great, thanks for the feedback
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Nataly
2/25/2018 05:57:28 am
Really good content!! 👊
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Kevin
2/28/2018 09:20:31 am
Thank you for going through it and your feedback
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Ray D
2/25/2018 07:06:05 am
Good work Kev
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Kevin
2/28/2018 09:20:59 am
Cheers Razor!!
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Gemma
2/25/2018 07:56:37 am
Really interesting well done
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Kevin
2/28/2018 09:21:27 am
Thank you so much Gemma
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Ben
2/25/2018 08:29:43 am
Great content, thanks for the info
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Kevin
2/28/2018 09:21:46 am
Great, thanks Ben
Reply
Caoimhe
2/25/2018 02:56:35 pm
Very informative and interesting!
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Kevin
2/28/2018 09:22:19 am
Brilliant, thanks so much for the feedback Caoimhe
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christine meehan
2/27/2018 08:14:06 am
Great Read!
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Kevin
2/28/2018 09:22:55 am
Thanks so much for reading Christine and the feedback
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Cliona
2/28/2018 09:23:16 am
Thanks Cliona
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Kevin
2/28/2018 09:23:40 am
Thanks Enda,
Reply
Conor
2/28/2018 09:25:11 am
Brilliant read, I now understand quality score more.
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Kevin
2/28/2018 09:27:04 am
Thanks so much Conor, appreciate it
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David
2/28/2018 09:25:44 am
Great stuff Kevin, Super read.
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Kevin
2/28/2018 09:27:31 am
Thanks Dave!!
Reply
Simon
2/28/2018 09:26:12 am
Very informative, best of luck.
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kevin
2/28/2018 09:28:07 am
That is what I was going for :) thanks Simon.
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Rosemarie
3/1/2018 04:00:31 am
Well done Kevin
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