Google Adwords: Struggling With A Low Quality Score?
Written by alain on March 12, 2010
Quality Score is an important concept to understand and you could be penalized by Google if you do things wrong. Keep in mind that Google is all about relevancy and they want to enhance their users’ experience.
They know that searchers want good information, fast answers and quality content and if your website can provide searchers with what they’re looking for it will make Google happy. In turn you will be rewarded with click costs going down and you’ll be getting more traffic from Adwords.
On the basis of relevancy Quality Score was introduced to measure how relevant your ad, keyword, or landing page is. This metric helps ensure that only the most relevant ads appear when someone searches for something on Google.
If your keywords have a low Quality Score, it means that they are not relevant to a searcher and as a result you will see one or both of the following:
- You may have a very high first page bid which makes these keywords almost impossible to bid on
- Your ads will not show or at least very rarely
This is Google’s way of ensuring that that the searcher doesn’t have a bad experience. Normally it is difficult to recover from an initial poor Quality Score and in most cases it is better to remove this keyword and replace it with a more relevant keyword.
However, if you want to keep bidding on low Quality Score keywords, you can optimize instead by writing more targeted ads. It’s important to match keyword searched to the ad displayed and to site content.
Be sure to read more about the adwords quality score checklist
On your landing page make sure your keyword is in the html tags and aim for a good keyword density. Since click through rate (CTR) is one component of Quality Score it will help to get a higher CTR as soon as possible.
Quality Score is thus based both on performance and relevancy. Get this right (relevant keywords, ad text, high CTR) and you will be rewarded with lower bid prices.
Posted in: Internet Marketing, Pay per Click (PPC)
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