- Impressions – Every time an advertisement loads on a user’s screen, this is called an impression.
- CTR or Click Through Ratio – This is the ratio of clicks to impressions. In search advertising, the average CTR of a good advertisement is in and around 3%
What is Quality Score?
There are three components of quality score
- As mentioned above, the CTR is the ratio of clicks to impressions.
- So within the context of Quality Score this means the popularity of the advertiser in terms of clicks
- Advertisements which perform better will usually get a higher quality score
- How relevant is the advertiser’s advert to the user’s search
- When we talk of relevance within Quality Score, we are talking about the relevance of the content or copy of the actual advertisement and the keywords chosen by the advertiser to trigger the advertisement.
- In other words, if I choose to have my advertisement about digital marketing be triggered by the keyword shoes, my advertisement will have a very low quality score
- This prevents spammers from bidding on keywords which don’t relate to their websites
Landing Page Quality
- What happens when the user clicks on the advertisement? Where do they go?
- The Landing Page is the destination of the advertisement and needs to be relevant to the users search
- The page and website itself should also have good navigation, fast load times etc
Quality Score is awarded per keyword, in an upcoming post I will demonstrate how to create a campaign using Google AdWords. Once Quality Score has been determined, Google multiplies your Quality Score by your maximum bid to determine your Ad Rank. Check out this very good video by the Chief Economist at Google, Hal Varian which also explains how the Google auction works