Want to better understand what Google’s Quality Score is all about? Allow me to draw a parallel. Imagine you head into your local bank to get a loan. The bank will likely want to check into your credit history. If you have a positive score, they will be happy to provide you with a loan. If you have a negative score, then––if they elect to give you the loan at all––the interest rate will be very steep.
Now you are starting to understand the Google Quality Score.
A lot goes into the Quality Score
The Google Quality Score considers the following:
– Your click-through rate (CTR)
– The relevance of each keyword to its ad group
– Landing page quality and relevance
– The relevance of your ad copy
– Your historical AdWords account performance
The Quality Score determines your maximum bid
The above algorithm ultimately determines the cost per click (CPC). That number is multiplied times your maximum bid in the ad auction process.
Optimized Quality Scores pay dividends
Nobody but Google can tell you how much each of these factors are weighted in their algorithm. (And Google, by the way, won’t tell you.) But what we do know is that the more you can optimize your Quality Score, the better your ROI. The higher the Quality Score, the lower your cost per conversion.
Relevant Landing Pages are the answer
The more relevance between the landing page and the PPC ad, the higher your Quality Score will be and the more quality leads you will acquire.
Here are a few things to consider when developing an effective, relevant landing page:
– A powerful headline that is relevant to your PPC keyword and ad copy.
– A clean design that looks trustworthy and consistent with your brand.
– Concise copy that communicates the value of what you’re offering.
– A user-friendly form that doesn’t scare users away.
– An eye-catching, clickable button with a clear call to action.
Fumble the ball on any of these and you will wind up paying for a lot of clicks that never turn into high-quality leads.
Bottom line: it pays to design relevant landing pages. If you need further guidance on raising your Quality Score, take a look at this info graphic to give you some tips: