In the world of Pay Per Click Internet Marketing, it would be hard to dispute that Google AdWords is the leader. Yahoo and others also have a large presence online when it comes to their ad networks reach. One of the ways Google makes revenue off their AdWords program is by having advertisers pay for the most sought after keywords through a bid system.
However, it soon became apparent that this was a classic “race to the top” that found the deepest pocketed advertisers always winning the top spot for selected keywords that they had selected. Essentially, it was possible with enough money to “lock out” the top keywords for a site if you had the budget.
However, the folks over at Google apparently decided that this was not helping their users search experience because once the top bidders got a hold of the top keywords, their ads were not always relevant to the keywords they were targeting. In other words, they were sending users to web pages that had little to do with the keywords that the advertisement represented. So Google, and many of the other contextual ad networks like Yahoo instituted a scoring system that was a second way to provide a check and balance on those advertisers who were just spending the most to get their ads ranked in the most desirable positions.
The Quality Score- So what is the Google quality score? It is a score the Google assigns to your ad that will determine what position the ad is ranked in for the keywords that it is targeting. Generally, the higher the position, the better the ad will do, but not always. However, if a quality score is too low, Google will not let the ad appear at all or it will appear rarely.
We already know that the score was instituted as a way to prevent the highest bidders from capturing all the traffic for a given set of keywords. Not only would they have to pay to target certain keywords, but the quality score keeps them honest by forcing them to have ads that are relevant to the searcher and the site page they are targeting. In essence, all advertisers have a shot at a great quality score, no matter how much they are spending, and this helps level of the playing field for all levels of advertisers. The Google quality score is based on several key factors. Amongst them are:
- The historical click through rate (CTR)
- Your account history, which is measured by the CTR of all the ads and keywords in your account
- The historical CTR of the display URLs in the ad group
- The quality of your landing page
- The relevance of the keyword to the ads in its ad group
- The relevance of the keyword and the matched ad to the search query
- Your account’s performance in the geographical region where the ad will be shown
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