{"id":15349,"date":"2023-10-20T11:00:00","date_gmt":"2023-10-20T03:00:00","guid":{"rendered":"https:\/\/www.kickads.co\/?p=15349"},"modified":"2023-10-20T11:00:00","modified_gmt":"2023-10-20T03:00:00","slug":"quality-score-detail-guide","status":"publish","type":"post","link":"https:\/\/www.kickads.co\/en\/quality-score-detail-guide\/","title":{"rendered":"Unravelling Quality Score: How To Check, Monitor & Optimise?"},"content":{"rendered":"

If you’re using Google Ads, you might have seen the term “Quality Score.” (If you’re new to Google Ads, you might want to read my other articles first.) This article will explain what Quality Score is all about.<\/span><\/p>\n

SEM is a type of paid advertising. You pay for ads so your website appears higher in search results. Everyone wants their ad at the top, but not all can be there. How does Google choose? Two things matter: how much you bid for clicks (CPC Bidding) and the Quality Score. We’ll focus on explaining the Quality Score here.<\/span><\/p>\n

\"QualityScore\"<\/p>\n

What exactly is Quality Score?<\/h1>\n

From a technical perspective, the Quality Score is a rating system created by Google. Its purpose is to evaluate a vast number of ads, determining which ads deserve to be displayed in the search results and their ranking position. It’s essential to note that even if you invest a lot of money, if your Quality Score doesn’t meet the standard, your ad might not be displayed. Quality Score mainly assesses the relevance of keywords, so every keyword has its unique score.<\/span><\/p>\n

As I mentioned earlier, ad ranking isn’t solely based on Quality Score. Another significant factor is the cost-per-click bid (CPC Bidding). To put it in simple terms, think of it as searching for a partner. Even if your inner quality (Quality Score) is high, without enough ‘investment’ (CPC Bidding), you might still be overlooked. On the other hand, even with adequate ‘investment,’ if your inner quality isn’t good, you might not get the desired result.<\/span><\/p>\n

This analogy might not be perfect or might sound clich\u00e9, but my aim is to simplify the concept. Now, I’ll delve deeper into these two elements.<\/span><\/p>\n

Delving Deep into Quality Score<\/h2>\n

Relying solely on bids to determine ad rankings would harm the overall ecosystem of the search engine. If large corporations bid indiscriminately on low-cost but irrelevant keywords to their business, it would degrade the user experience. Imagine searching for “Pumping Service ” and the results show an advertisement for a bank. To prevent this, Google considers not just the bid but also the Quality Score when determining ad rankings. Quality Score is mainly composed of three primary elements: expected click-through rate, ad relevance, and landing page experience.<\/span><\/p>\n

So, why is Quality Score so important?<\/span><\/h4>\n

To reiterate, ad ranking depends on both the cost-per-click bid and the Quality Score. Basic arithmetic tells us that if you have a high Quality Score, you can achieve the same ranking with a lower bid, which also means a lower average cost-per-click. According to a foreign study, keywords with a Quality Score between 8 to 10 can receive a 37%-50% discount on cost-per-click, while keywords scoring between 4 to 6 can get a 16%-25% discount. Knowing this, why wouldn’t you strive to improve your Quality Score? After all, in business, we all aim to achieve the highest returns.<\/span><\/p>\n

The Core Three Components of Quality Score<\/h2>\n

Quality Score is composed of the following three major factors, which help Google evaluate keywords in each advertisement:<\/span><\/p>\n