Internet Marketing 2.0

The Who What When and Where of Internet Marketing

Lower your PPC bid fees by improving your Adwords Quality Score. Part 1

May 4, 2007 at 9:18 am · Filed under PPC Campaigns, Internet Marketing, Google, Adwords, Search Engine Marketing

There is a saying (at least where I come from), “Don’t put your buggy in front of your horse”. The same is true for your PPC campaigns. What exactly does that mean? It means you do not want to dedicate a large ad spend on your PPC campaigns until you have optimized your website or landing pages for the keywords you are targeting. Otherwise you will be wasting money.

Whether you are beginning a brand new campaign or you want to lower the bid cost for your existing campaign you need to make sure you are paying attention to your quality score. We are going to breakdown the quality score by explaining what it is, how you can find yours in your existing campaigns, and simple steps you can take to improve it.

1. What is the Adwords Quality Score?
Relevance. The quality score is based on how relevant your website/landing page is compared to the keyword/phrase your bidding on. This includes the ad text you used for the keyword, overall historical data as well as user experience with the ad. Do the consumer keep searching or were they happy with your website product or service. From Google Adsense support: “A keyword’s Quality Score directly affects your keyword’s status and your related ad’s pricing and position on a given page.”

2. How is the Adwords Quality Score calculated?
Quality Score = (keyword’s CTR, ad text relevance, keyword relevance, landing page relevance)

3. How can you find out where what the quality score is for the keywords you are targeting?
By default Google does not show you this in your reports. You have to customize the columns of your keyword reports. Go the campaign you are wanting the score for. Then click on one of the ad groups for that campaign. Then on that report you are going to have three tabs, summary, keywords and ad variations. You will need to pick the keywords tab and then customize the columns inside that report to add the quality score to the report. I will add a video in the future showing how to access the score in your reporting.

Next time we are going to focus on what you can do to improve your score.

adwords quality score