Quality Score is one of the most important factors that influence the success of your Pay-Per-Click campaign. Quality Score is measured and scored against a number of factors including; historical click-through-rates, relevance of an advertiser’s ad text and keywords, and the quality of your landing pages. Prior to 2005, Google used to rank keywords based on the highest keyword bid and other algorithms. But after noticing a higher conversion rate when keywords were more relevant with an ad’s text, Quality Score became the new way of rating ads on Google. I think this was a smart change because companies with exceptionally small or large budgets have equal opportunity to appear on Google’s first page search ranking as long as their ads are relevant. Since Google’s main focus is to make the searcher’s experience as user-friendly as possible, Google’s creation of the Quality Score metric was a very wise decision.

The impact of a high Quality Score means that your keyword will trigger ads in a higher position and at lower cost-per-click. On the other hand, having a low Quality Score is that you will pay more for each click just to maintain your ad positions. This leads to higher conversion costs and increased budget pressure. If your cost-per-click has steadily increased overtime, it’s time to evaluate your campaign and address the areas to help improve your keyword Quality Scores.

Whether your company is just getting started in AdWords or your organization has been utilizing Google to deliver ads to potential customers and prospects for a number of years, make sure your ads are relevant. By ensuring relevant ads to search queries, you will have a much better sense of control on your advertising costs.

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