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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 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, 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:

  1. Avoid negative keywords. Your PPC ads will appear for keywords that do you no good at all. Add them to your negative keywords list so that doesn’t happen. You get a better CTR and Quality Score as a result.
  2. Try new calls-to-action. One may get you much better CTR and Quality Score. Try out several, and test out new ones on an ongoing basis.
  3. Send people to relevant pages. A common rookie mistake is to drive PPC visitors to your home page. You can do that if you’ve set it up to be a landing page. Always use the keyword searched in the title of the page so your visitors know they’re in the right place.
  4. Fast landing page load times. This is a must-do on your website anyway. Aim for 2 seconds or less with every important landing page.
  5. Keep testing keywords. Keyword research is an ongoing process. Always be testing and refining your keywords. Google considers a CTR of less than 1.5% low. Discard any keywords that go below that threshold.
  6. Test your copy. Always make sure your landing page is loaded with benefits for your readers. Many businesses write facts and features. They’re helpful, but benefits like “fast, saving time, and saving money” sell.

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!



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