Google AdWords: Ad Quality & Quality Score for Best Performance

In this post I am writing about:

The importance of high quality Ads & it’s impact on Quality Score & overall Account Performance

Let’s start the discussion…..

High quality ads are always better for all 3 who are involved in Advertising called Advertisers, Publishers & Users.

Above diagram is explaining how Ad Quality is good for all.

It is good for advertisers as with high quality ads they will get more traffic by more clicks & it increases the chances of getting more conversions & thus ROI.

It is good for Users as they will get the accurate result for their searches.

And it is good for publishers also, as this will increase their earnings with higher number of clicks.

So, it is must to have the high quality ads to make the entire system healthy. If any ad is not appropriate, then it can make the entire system useless for all.

Now question comes in to mind that what exactly is High Quality Ad??

As per Google (and personal experience also) a quality ad must contain the following:

It should be very much relevant to the search query & should accurately describe your offerings like products, services etc.

It should not be a misleading ad for the visitors

It should lead to a relevant & well organized landing page

Here are some tips to make your ad more clickable:

Try to mention your special offers in your ad description like any discount, free services etc.

Try to include your target (most important) keyword in your ad title

Make your Ad Description appealing (but don’t use misleading data/statements)

Now, I am discussing Quality Score as it affects the ad in 2 ways:

It determines a keywords minimum bid & having impact on Keyword’s Ad Position

Quality score measures differently in all 2 cases.

Quality score while determining the minimum bid:

• Keywords Historical CTR on Google
• Keywords relevance to the ad text
• Account’s historical performance on Google
• Landing page quality
• And other relevant factors

Higher the quality score lower the minimum bid (the threshold amount which is required to activate your ads for that specific keyword).

Now, here the quality score role in deciding the Ad position:

Higher quality score will help you to get higher position for search query.

So if you & your competitors have same maximum CPC bid amount but you have higher QS then others, your ad position will be higher in this case.

Conclusion:

A high quality ad is always good for all including Advertisers, Publishers & Users.

A quality ad is helpful in getting more traffic & more conversions.

A quality ad is also helpful to get better quality score.

High quality score will lower down the minimum bid amount.

Quality score is a determining factor of the ad position.

In my next post I will discuss how quality score affects your ad cost.

Tags: Ad Position, Ad Rank, Ads Quality, Adwords Ads, PPC ADs, Quality Score