Opening an account and launching an ad campaign on Google AdWords is quite easy a task. What is difficult is getting a nod for all your keywords and their use in your campaign. The search engine decides to give a go-ahead to a keyword only after analysing it on various grounds.
Quality Score is one of the most important variables assigned to each of the keywords in a campaign. A number of factors are taken into consideration to calculate this score, as it ultimately influences the performance and positioning of your ads. This also helps ensure Google's search results come up only with the most relevant ads, so as to bring in maximum benefits for advertisers, users and the network itself.
When it comes to Google AdWords, Quality Score (QS) determines the minimum bids placed on keywords – higher the QS, better the positioning of your ad and lower its minimum bids. It is also important for measuring the relevancy of a keyword to the ad group it is placed in, and to the search query made by a user.
The formula of QS is different for calculation of minimum bids and determination of ad position. The kind of targeting chosen by an advertiser also influences the calculation of this score. Listed here are few of the essential elements taken into consideration in AdWords:
1) Minimum Bid Calculation
- Keyword's Click-Through Rate (CTR) on Google
- Quality of the landing page used for the keyword
- Relevance of the keyword to its ad group
2) Determination of Ad Position
- Relevance of the keyword to the query searched for by the user
- Matched keyword's CTR on Google AdWords
- Quality of the landing page in question
The QS algorithm is complex and scrutinises each and every keyword for its quality. However, in the long run, it is actually a beneficial exercise for the smooth functioning of your account.
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