Quality Score And Its Importance In PPC

If you are one of the many online business owners who believe in the power of pay per click (PPC) advertising in traffic generation, then you should learn about quality score and how to use it to further improve your PPC campaign.

The pay per click search engines use ad ranking algorithm to determine the placement of the ads in the PPC listing. The same thing is true with the most popular PPC program, Google AdWords. Google uses a ranking formula in its pay per click (PPC) program called the quality score.

What Is Quality Score

Quality score refers to the adverts’ ranking algorithm used in PPC advertising. Depending on the quality score, an ad may be over the others. What decides the quality score of an ad are the cost per click (CPC) and click through rate (CTR).

An ad’s ranking and placement on pay per click listing is affected by the cost per click. The higher you pay for clicks, the higher the ad’s quality score. And because the quality score is high, the ads will be placed on a higher position in the PPC list. Some advertisers are willing to pay more for clicks just to get high placement in the list.

Although cost per click is an important factor that determines the ranking of an advert, it is not all that matters. Pay per click search engines like Google also considers the advert’s click through rate. The clicks that an advert receives increase the ad’s quality score. Cost per click and click through rate are two most important factors in PPC ranking algorithms.

Click Through Rate Affects Adverts’ Ranking

PPC search engines monitor adverts’ performances. If the ads are receiving clicks constantly, the quality score is increased. When an ad receives a click, it is deemed relevant. As much as possible, the search engines want to provide only the most relevant results to its searchers. Therefore, they want to put in higher rank the most relevant adverts.

The ads’ quality score is computed for each keyword. Quality score calculates the ad’s relevance to a particular keyword and not for the entire list of keywords. This means that inactive keywords will not affect the quality score of the ads on high performing keywords.

Basically, the quality score of an advert is retained or even improved as long as the ad is still performing well. But it can be down to zero again if you change the destination link of the advert.

Quality Score And PPC Campaign

Achieving a good quality score should always be part of any PPC campaign goals. Quality score can drastically improve the results of a PPC campaign. Highly ranked ads get more attention and are clicked more.