First time Adwords advertisers often don’t understand that the position of your ad is not determined soley by bid price—that is just one of several factors. Google instead tells us that ad rank is a combination of bid price and something called a “Quality Score”. On top of that, a poor Quality Score could cause your minimum bid price to jump by 19,000%!
So the next logical question would be “What’s my quality score?” Until recently, this has been a guarded secret, much to the frustration of advertisers worldwide. Google will reveal that it is determined by your keyword’s click through rate (CTR), relevance of ad text, historical keyword performance, and other relevancy factor. Google still isn’t going to tell us the formula or even the exact score, but they are now giving advertisers a general idea of the quality score for each keyword. If you want to make the most of your search marketing campaigns
, you need to check out your quality score today.
First, I want to clarify that there are actually two quality scores for your keywords, each computed in a slightly different way. One is for determining the minimum bid price the other is for determining ad position. The two are similar in the fact that they both look at CTR, your accounts historical performance and other relevance factors. Where they differ is that the bid price quality score considers landing page quality and the relevance of the keyword to its ad group. Whereas, the ad position quality score considers the relevance of the keyword and ad to the search term. For more on the definition of quality score, see the Google help
You can view your quality score through your AdWords account. Choose the Campaign then AdGroup of interest. Click the “Keyword” tab. Look for the “Show/Hide Columns” drop down menu. Choose “Show Quality Score”. Your quality score is listed next to every Keyword along with the minimum bid for that keyword. If you click on the question mark next to the quality score title, Google provides you with a list of possible quality score, information about each one, and links to FAQs.
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