Earlier this week, Google reported that they are making a change to how they report AdWords quality scores. It’s important to note that this will not change how your quality scores are calculated and therefore won’t affect how your ads are displayed.
This is the kind of change you’d expect Google to make from time to time. It means they are committed to providing a quality advertising product.
Your Google AdWords quality score is represented as a 1-10 number tied to three key aspects of your AdWords campaign – expected CTR, ad relevance, and landing page experience. Let’s analyze these three factors briefly.
Expected Click-Through Rate
Note that your quality score is not tied to your actual click-through rate (CTR) but your expected CTR. This is determined by past click throughs on your specific exact match keyword relative to your ad’s position. You are graded according to “average,” “above average,” and “below average.”
You can affect this measurement through keyword selection. Make sure you use the best keywords for your ad campaign.
This measure is about how your specific keyword relates to the content in your ad. Again, it is measured by “average,” “above average,” and “below average.” If your keyword isn’t specific enough to your ad, then you could be hurting your quality score. Make sure you create tight ad groups.
Landing Page Experience
Your landing page must be relevant to the keyword people use to search for your product or service. It must also match the content in your ad. And it should provide a positive user experience once searchers find your landing page. Is it easy to navigate? Is it organized well and well designed?
All of these factors are important in determining your ad’s quality score. If your Google AdWords quality score dips too low, you could lose your ad placement and end up out-of-sight out-of-mind.