Jul 10
17
How to keep on the right side of Google Adwords quality score. The quality score that you receive from Google has an effect on how much you are charged for your advertising.
So how does this work in practice.
The cost of adwords or cpc is a combination of factors the first one is the popularity of the keyword phrase. Certain phrases cost more than others and advertisers can pay large amounts of money for a click. Many keywords in the loans and insurance market can cost over $10 a click.
The next factor is click through rate or CTR, this is the percentage of searchers who see the ad and click through to the site. The higher the CTR the lower the cost (CPC), Google rewards those ads that are clicked on more often for obvious reasons.
Then there is quality score-this is a score which reflects how Google sees your landing page. What this means is the more relevant the page is in relation to the search term the higher the quality score will be. The higher the quality score the lower the CPC will be.
The thinking behind this is that if Google only serves up ads that direct the searcher to a highly targeted and relevant web page then the searchers experience will be in line with their expectations. If a person is searching for “computer viruses” then information about “computer viruses” should be immediately apparent when they arrive at your site.
This is what Google is aiming to deliver and the more you comply with this framework the more Google will reward you with lower cost per click and higher positioning on the search page.
Many of you will realize that the more relevant your ad and landing page are, the more traffic you will get, the better your CTR will be, the lower your CPC will be. These events will lead to better positioning on the search page and more hopefully more clicks.
The video below explains how to use a web page or wordpress blog as a landing page.The advantage of this is that your pages and articles should already be relevant to particular keywords and therefore should score a reasonable quality score.
