How do we know the performance of your PPC advertising campaign? The answer is: the search engine marketing(SEM) platform will give us a scale from 1 to 10. Point 1 is the lowest score and 10 is the highest score, this score is called the Quality Score.
According to the definition of Quality Score from Google, the quality score is an aggregated estimate of how well a keyword has performed overall in the past ad Auctions. Although Google Ads and Yahoo Bing Network both have quality scores, which are also 1-10 score, the most obvious difference is that Google Ad’s quality scores affect ad click costs and rankings, while Yahoo Bing Network’ scores represent the competitiveness of advertising in the marketplace.
In fact, both of them actually includes the click-through rate, keyword relevancy, Ad relevancy, the user experience of reaching the landing page (the landing page quality) and the historical account performance, how to improve those factors?
Increase click-through rate:
Click-through rate (CTR) is an important indicator of the PPC performance. If keyword CTR is too low and so is the ad click-through rate (less than 1.5%), try to write some appealing ad text or delete those low-click-through-rate keywords or ad text. Meanwhile, we can also set negative keywords, add additional ad information (ad extensions) and set more precise delivery criteria…etc.
Improve keyword relevancy
Keywords and ads text should directly relate to the content on your target landing page. Keep the relevance of each keyword to its ad group. If keywords are not relevance or poor performers, take it out or filter out to new ad groups.
Improve ad relevancy:
Ad relevancy refers to how closely related keywords are to ad text. Use the auto-insert keyword feature to increase the relevance of keywords to ad text, do keyword classification, don’t put too many keywords in the same group…etc.
Improve landing page quality:
User experience is an important indicator of the quality score. Is the landing page useful for searchers? How long is the landing page loading? Let’s check the landing page speed load, connect the ad to the relevant landing page content…etc. If the landing page is poor, let’s work on that.
Keep a good historical account performance:
If you have a large number of low-quality score keywords with low click-through rate ads. It will get a poor historical performance in your account and will drag down the overall quality score and any additional keywords.
In Conclusion, the quality score is an important reference for the SEM PPC management and optimization. Keeping good records on the PPC performance data, it will get a good quality score for the keywords. As a full-service digital marketing company, we have spent many years researching advertising quality score optimization and the PPC management in Hong Kong. Regardless of whether Google or Microsoft created an advertising platform, there are also dedicated research and development teams for advertising quality. Anyway, it’s no wonder that keyword text ads are always easy to learn but difficult to master. Let us work hard with scores!