AdWords Basics: Quality Scores and How it Affects Your Bottom Line

If you think of Google as a business, what would you say their two most important focuses are? I would say the number one thing is obviously money, a close second is an experience they provide to users across all their little projects. Because a good user experience usually equates to revenue, Google does it’s best to keep this at the forefront of company goals.  

Now let's focus on AdWords, being Google’s baby and golden goose that produces 68% of the Goog’s revenue. Google obviously cares about this revenue stream. Google’s genius bidding system allows for maximum profit the market will allow. But what is Google doing to provide a good user experience to those users who click on the AdWords ads so they come back and click another ad next time?

Quality Score is Google’s solution to, not control, but coach AdWords advertisers in following best practices that give users the best experience possible. Unfortunately, nearly 9/10 AdWords advertisers are unaware of what Quality Score even is or how it directly affects their margins.

Let me break this down for you. The higher quality score you have for one of your AdWords the less you pay per click to arrive at “x” position. For example, let’s say you have a QS of 6/10 and you want to sit in the 2nd position for a certain search query. However, a competitor is already sitting in that position but he has a QS of 7/10. Your competitor is bidding $1 to sit there. You would need to bid $1.17 to sit above him when normally if you both had 7/10 QS, you would only need to bid $1.01. Trust me, 16 cents per click is going to add up over time. If you have an even lower quality score, look at the chart provided below to see how you are affected.

Impact of Quality Score

Adwords, Quality Score, account, effects

How am I supposed to improve my Quality Score?

Pretty simple really. Provide a good, relevant user experience with your ads by matching grammatical terminology, structuring Ad Groups with similar keywords and Ad Copies, and setting landing pages for each ad that is most relevant.

According to Google’s Best Practices:

The User’s Device: Does Matter

The user’s device (laptop, tablet, smartphone or whatever) is taken into account when ad quality is calculated. Make sure your site experience is optimized for mobile, and if you haven’t already, try targeting users on mobile devices with specific mobile-friendly ads and pages. Google doesn’t require that you have a separate mobile site, but you should make sure that information is easy to find and the navigation is intuitive for users on a mobile device.

Relevance to a User’s Intentions: Does Matter

Relevance to users’ searches and intentions is the heart of ads quality. That means ads and sites that help users gather relevant info, complete a sale or other task, and navigate with ease are more likely to result in high ads quality. This is why we suggest you focus on delivering relevant ads to answer queries rather than trying to optimize to manipulate your score.

For Newly-Launched Keywords, Performance on Related Keywords: Does Matter

Instead of measuring new keywords from scratch, we start with info about related ads and landing pages you already have. If your related keywords, ads and landing pages are in good shape, we’ll probably continue to have a high opinion of them. Always invest in growing your coverage on relevant searches, especially in areas where your ads have the potential to be high quality.


Review your Quality Score

Keywords > Columns > Attributes > Qual. Score > Add > Apply

Your Quality Score will now be on the right side of the list of your AdWords every time you log in.


So what is your Quality Score? Are you below Average? I hope you now understand the importance of Quality Score and how it directly affects your bottom line.  

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