Type an extra “0” in the wrong place in Adwords, and you send your PPC costs out of control!
That’s an easy fix though.
Did you know you could be wasting hundreds, maybe thousands, each month on PPC?
Instead of one gigantic mistake, you slowly drain the financial health out of your company.
Google defines “Quality Score” as “…an estimate of the quality of your ads and landing pages triggered by that keyword.”
Sounds simple in theory, but it gets amazingly complex in practice. In reality, the rank of your PPC ad equals your bid times your Quality Score.
So, the more you increase your Quality Score, the lower the bid you have to pay to keep your rank the same.
Here’s a quick hint too: you don’t want the number one PPC ad rank all the time. There’s lot of research on this, and this post at Wordstream.com shows why it doesn’t always give you the best ROI.
In general though, you want be near the top.
And of Course, Google’s Changed How Quality Score Works (Although it’s Still Unclear What This Means)
It used to be something worth obsessing over, but Google now advises you to keep an eye on it, and not to get too worked up about maximizing it. At ThinkWithGoogle.com, they advise to view it as a “check engine light,” not a defining metric.
You should focus on ad relevance, expected CTR, and landing page experience. Beyond that, don’t get hyper focused on every little detail.
How do you keep your Quality Score high? Here are a few basics:
The Moral of the Story: Don’t Obsess Too Much about Quality Score
It’s a general indicator of how well your ad will perform. However, if you’re making a tidy profit on leads that come from various searches, be happy with that.
Don’t worry too much about perfectly optimizing each and every landing page!