Google has recently provided more information regarding how it scores pay-per-click ad campaign’s AdWords Quality Score. The scoring of your AdWords campaigns are important for a number of reasons, including that it helps you track the efficiency of your ads and it affects your ad cost and placement in Google search results. Your total quality score is ranked from zero to 10, with 10 being the best score. Three new factors that determine your AdWords Quality Score are the expected click-through rate, your ad’s relevance, and your visitor’s landing page experience.
Your expected click-through rate is based on historical data regarding your ad’s content and keyword searches. This is only the expected click-through rate, meaning that your actual rate may be higher or lower. This metric is listed as above average, average and below average. If you see that your ad has a below average click-through rate, it may be because your ad or site will not meet the expectations of people who search for a particular keyword.
Ad relevance is a measurement of how well your ad matches the keywords you are associating it with. This metric is also measured in ratings of above average, average and below average. Again, a below average rating means that people are not likely to consider your ad to be relevant to their keyword search. Below average ratings are likely indicators that your ads will have a low click-through rate and a high bounce rate if they do follow your ad.
Finally, your landing page experience score is essentially based on the quality of the site that your ad is directing people to. If your content is duplicated or of poor quality, it is likely to end up with a below average landing page experience score. Additionally, the relevance of your site to your ad and the keyword it is measured as a part of this score. Even if you have a high-quality site with a number of useful features and information, if it does not satisfy the needs of people searching, it will reduce your landing page experience score.
In addition to determining the price and placement of your ads, these metrics can also help you determine the likely success of your ads. While these scores are not always 100 percent accurate, they are based on a massive and constantly monitored algorithm. If you find that you are seeing below average scores, it is very likely that your ad campaign will not be successful. Low relevance or expected click-through scores are likely to lead to ads that achieve little activity. Poor landing page experience and relevance scores may still return a high click-through rate, but it could be a waste of ad money if it leads to a high bounce rate or low conversion rate.
To improve the likelihood that your ad campaigns will be successful and profitable, be sure to follow the ratings of your Google AdWords Quality Scores.