| If you're a PPC (point-per-click) ad practitioner, creating | | | | clicks that the ad receives compared with the number |
| new ad campaigns using Google's Adwords tool is as | | | | of times that the ad was shown (or what is known as |
| easy as ABC. All it takes is loading your ad's | | | | “impression”). Well-targeted keywords have |
| keywords using the Adwords Editor and creating ad | | | | higher CTRs than general keywords, as well as a |
| texts based on them. After reviewing the ads and | | | | well-crafted PPC campaign. A high CTR leads to a |
| setting bids, your PPC ad campaign is ready for | | | | high Quality Score. |
| launch. Each keyword will automatically gain a Quality | | | | A keyword's initial Quality Score is derived from how |
| Score that will affect how well your PPC ad campaign | | | | well it performed for other advertisers in the past. |
| fares from then on. | | | | Adwords has a monitoring system in place that tracks |
| Quality Score for Ad Relevance | | | | each keyword's performance in previous PPC ads. |
| Adwords' Quality Score for keywords measures the | | | | A base score is then derived and is the keyword's |
| relevance of a PPC ad to search queries made by | | | | initial Quality Score for new PPC ads. How it |
| users online. For example, a user who searches for | | | | performs from then on will either lower or raise the |
| "ppc" as the keyword will be given a list of search | | | | Quality Score. |
| results of PPC web sites. When the user clicks on | | | | Leveraging Quality Score for PPC Campaigns |
| any of them, any Google ads on the page will be | | | | Since a high Quality Score means that the keyword |
| about PPC or similar keywords. The ads in the page | | | | performed effectively for other advertisers in the past, |
| entice users, who are interested in the subject in the | | | | Google places a premium on advertising cost for such |
| first place, to click on them to know more about similar | | | | keywords. Knowing that a group of keywords for |
| topics. When users see the PPC ads on the page, or | | | | your new PPC campaign has low Quality Scores |
| click on them, the advertising was successful, and the | | | | should tell you whether to redesign the campaign or |
| keyword used to advertise is rated accordingly. | | | | not. A poor Quality Score means past advertisers |
| The Quality Score for keywords is an important metric | | | | did not do well with the keywords, but a high Quality |
| in Google's advertising system, benefiting users, | | | | Score also means that many advertisers are launching |
| advertisers, and website publishers alike. Without the | | | | their own PPC campaigns with these keywords, |
| Quality Score, ad relevancy is not assured, and | | | | offering stiff competition. |
| displayed ads will not match the needs of users, | | | | Deciding on improving a keyword's Quality Score |
| leading to a failure in advertising. | | | | means optimizing the Adwords campaign account, |
| Quality Score Calculations | | | | setting up descriptive ads and ad groups, and aiming |
| Every time there is an ad keyword matched to a | | | | for closely related keywords for all groups. A sound |
| search query, the Quality Score for the keyword is | | | | PPC campaign strategy to optimize Quality Score is |
| calculated, because this means the keyword can bring | | | | also aided by the Keyword Analysis tool that can |
| about an ad. Quality score is calculated using the | | | | suggest ad optimization in landing pages, ad copies, |
| CTR of click-through rate, which is the quantity of | | | | and other performance enhancement activities. |