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What is quality score?

From: Pay-Per-Click Fundamentals

Video: What is quality score?

Quality scores are metrics. Google AdWords Quality Score is on a scale of one to ten Here's an example with keyword list that has low quality scores.

What is quality score?

Quality scores are metrics. They're both Google AdWords and Bing Ads but is calculated and interpreted differently. It is the search engines on preparatory metric developed internally to help communicate account performance to advertisers. Lets take a look at how Google AdWords quality score works first. Google AdWords Quality Score is on a scale of one to ten and determines your ad rank, with one being poor and ten being excellent. Your ad rank determines in what position your ad will appear on the search engine results page and the price of your CPC in the auction. This rating is shown on the keyword level in the user interface of an AdWords account.

There are ratings on the same scale applied to other areas of the account, but we can only see the keyword level scores. Quality score is calculated on a per query basis very quickly, and it takes into consideration a range of factors, some of which we know, and some of which we don't. Consider it Google's secret sauce on how they determine what cost per click will be, which position your ad will show in, and how often you'll receive impressions. Known factors include, but are not limited to, click-through rate, landing page and ad copy relevance. Bid amount, daily budget. You're account history, landing page load time and in some cases geography.

New keywords that are added to the account are assigned a temporary score, inherited from other keywords in the ad group or campaign. Until they build up enough history to have a score of their own. Quality score does not often change dramatically from impression to impression, but it will move up and down based on these factors over time. Note that quality score is calculated before the impression is made, and displayed in the auction. So let's walk through what the different ranges are, and what they mean. The first group of scores is in the one to three range, and that will actually hinder impression serving as the most often effect and it will result in higher CPCs and lower CTRs.

The second group, four to six, is considered better. And, in the range of seven to ten, it's considered best. Where you're most likely to see a higher CTR, lower CPCs and a higher impression rate for ad serving. Here's an example with keyword list that has low quality scores. As you can see, the ones are very sad. You might be asking though, how do I get a ten? The area which you are most likely to see nines and tens is with keywords around a branded item or word for a product or service. There are just some industries where quality score is very competitive and is difficult to obtain a higher score or better CPC no matter how hard you try.

One very important thing to keep in mind though, quality score is an important factor when evaluating account performance, but it's most certainly not everything. Some folks tend to believe that just because it came from Google it's more important than any other metric. It's not. So let's talk about Bing Ads. Bing Ads' quality score is also on a scale of one to ten, but is not calculated based on performance amongst competitors. Instead, it is based on how competitive your ads are in the marketplace based on three things. They are planning page relevance, whether or not the page is relevant to the keyword where the ad is going to. For example, is the keyword on the page? The landing page user experience, a bit more subjective in the sense, but liken it to whether or not the page is in good working order or actually has the promise content on the page from the ad, and keyword relevance.

Does the pairing of the particular keyword from the landing page make sense? If your keyboard is dog collars and the landing page is four dog collars, you're in good shape. If it's for cat little boxes, not so. Let's talk about the ranges. One of five is considered underperforming or poor and should receive attention in areas of optimization around the keyword itself, a match type, ad copy or landing page. Six is considered competitive or no problem, but that the CTR of the keyword is no better than average in the marketplace against competitors. And seven to ten, which means that the keyword is very competitive, or good, and has a higher than average CTR of competitors that are targeting the same traffic.

Here is an example of a Bing Ads keyword list with the quality score column. If there is not enough data over the last 30 days with which to calculate a score, you'll see a dash instead of a number, as shown here. Quality scores across Google and Bing are great indicators for performance areas that you can go into and improve overall account performance. Later in this course we'll walk through what changes you can make to improve low quality scores for both Google and Bing.

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This video is part of

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Pay-Per-Click Fundamentals

34 video lessons · 3147 viewers

Elizabeth Marsten
Author

 
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  1. 1m 14s
    1. Welcome
      1m 14s
  2. 10m 9s
    1. What is pay-per-click (PPC) marketing?
      2m 2s
    2. Understanding PPC's role in your marketing mix
      2m 12s
    3. Pros and cons of PPC
      2m 30s
    4. Things to know before you get started
      3m 25s
  3. 14m 10s
    1. Creating a Google AdWords account
      5m 56s
    2. Creating a Bing Ads account
      6m 13s
    3. Setting up your account structure
      2m 1s
  4. 19m 32s
    1. Setting up campaigns in your new account
      6m 38s
    2. Choosing geographic targets and location-based settings
      4m 56s
    3. Setting daily and monthly campaign budgets
      3m 52s
    4. Creating ad groups without going overboard
      4m 6s
  5. 18m 32s
    1. Researching keywords
      5m 5s
    2. Selecting keywords
      5m 2s
    3. Selecting the match types for your keywords
      5m 4s
    4. Selecting negative keywords
      3m 21s
  6. 17m 13s
    1. Understanding what makes a good ad
      6m 31s
    2. Writing compelling ad copy
      4m 35s
    3. Testing your ad copy
      2m 49s
    4. Using dynamic keyword insertion in ad copy
      3m 18s
  7. 11m 41s
    1. What is quality score?
      3m 52s
    2. Using and improving your Google AdWords quality score
      4m 50s
    3. Using and improving your Bing Ads quality score
      2m 59s
  8. 16m 2s
    1. Using Google's Display Network
      7m 58s
    2. Understanding the Google and Bing search partner networks and how they work
      3m 51s
    3. Using the Bing Ads content network
      4m 13s
  9. 26m 43s
    1. Reviewing your metrics
      4m 32s
    2. Interpreting results
      6m 7s
    3. Installing conversion tracking
      8m 46s
    4. Troubleshooting common performance problems
      7m 18s
  10. 13m 14s
    1. Using the AdWords desktop editor
      2m 41s
    2. Using the Bing Ads desktop editor
      3m 9s
    3. Tips and tools for using offline editors
      7m 24s
  11. 1m 12s
    1. Next steps
      1m 12s

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