In paid search advertising, a better Quality Score brings more of the people you want to your website. Quality Score, as quoted from Google, “is an estimate of how relevant your ads, keywords, and landing page are to a person seeing your ad”. In one word, Quality Score is Relevance.
Why Quality Score Matters to You
Typically, the higher your ad appears on a search results page, the more clicks it receives. As an advertiser, Quality Score matters because:
Search engines first determine if your ad is relevant enough to the user’s search query to be eligible to be displayed with the search results. If your ad is relevant, the search engine assigns a ranking to your ad to determine how high of a position your ad will have in the paid ad listings section of the search results page. For example, Google uses the following formula to determine your ad’s ranking:
Ad Rank = CPC bid × Quality Score
From this formula, you can see that Quality Score directly affects Ad Rank. The higher your Quality Score is, the higher your Ad Rank will be. The higher your Ad Rank is, the higher your ads position will be. Even with smaller budgets and CPC bids, accounts can be optimized for Quality Score to compete with larger bids and land higher ad positions on the search results page.
In short, search engines will look at bids and relevance when ranking your ad.
3 Easy Ways to Improve Your Quality Score
Many things can be done to improve your ads Quality Score. These are just a few easy ones. Just remember, relevance is the key. No matter what you do, always have the person on the other end in mind. The more relevant your message is to them, the more likely they will be to click through and browse your website.