Quality Score – Not Just a Number!
One thing that has baffled me for quite some time is the term ‘quality score’ in Google AdWords. It is not just a numerical figure; it plays an important role in deciding your ad placements in Google AdWords. If your keywords have high score, your ad will not only be placed above your competitors but you may also be paying less amount for every click than your competition.
How to view Quality Score
Just to tell you, Google displays quality score at the keyword level and is only calculated on precise matches. Exact match, phrase match and broad match – all three versions of keywords will have the same score.
So how can one see or where can one see the score of a keyword? It’s very simple. You just have to move your mouse Vegasgoal to the comment icon under status column for any keyword. (The status column displays the status of your keyword – eligible, paused, below first page bid, low search volume, and more).
Other way to see the score for all the keywords that you are running in a campaign ad group is to click on the Keywords Tab, and then click on customize columns under Column drop down. Once there, you have to click on Attributes and you will see Quality Score. Click on Add and Save. Now you will find this metric as a column along with other metrics.
So why is quality score so important?
This determines your first page bid; it determines the ad rank and eligibility to appear on content network sites.
Now the question arises, What is Ad Rank?
Ad rank = maximum bid * quality score
We often see the message, “below first page bid” so to improve that we either need to improve the quality score or have to increase the maximum CPC bid for that keyword.
Any advertiser having higher page rank, will be shown up or higher in the search results than the one having lower page rank. So if you are paying more but your ad rank is low, then also you will be ranked below your competition, which might be paying less than you.
I will give you an example here:
Suppose your competitor is running a keyword with maximum CPC of say 0.50$ and the quality score of that keyword is 7. Then his ad rank comes to 3.5
Now say you are running the same keyword with a maximum CPC of say 1$ and the quality score of that keyword is 3. Then your ad rank comes to 3.
So you might be paying more than competitor, but as his ad rank is better, hence your competitors’ ad will rank higher than yours in Google AdWords search results.