Why is it that you can pay the highest amount and still not come up on top for PPC ads on Google?
– by Brey Owen
The value of having a strong Quality Score has increased in recent times because the Cost per Click savings as a result of having a high Quality Score are even greater than they used to be (200% more valuable to be precise!). The only problem is that it has become increasingly more challenging to achieve a high Quality Score compared to past years.
Quality Score is fundamental to a healthy AdWords account because it determines your eligibility to take part in ad auctions. If you have a poor Quality Score because your ads aren’t relevant enough, it doesn’t matter how high you bid, you will always be limited in your AdWords performance and it will be much more costly to use AdWords.
If you’re trying to master PPC, you need a solid understanding of Quality Score. That’s because your Quality Scores have enormous influence over the cost and effectiveness of your paid search campaigns. Just as your credit score can affect whether or not you qualify for a loan and how high your interest rate is, Google Quality Score affects how your PPC ads perform and how much you pay for each click.
Quality Score is Google’s rating of the quality and relevance of both your keywords and PPC ads. It is used to determine your cost per click (CPC) and multiplied by your maximum bid to determine your ad rank in the ad auction process.
No one outside of Google knows exactly how much each factor “weighs” in the Quality Score algorithm, but we do know that click-through rate is the most important component. When more people who see your ad click it, that’s a strong indication to Google that your ads are relevant and helpful to users.