Quality Score is an essential component of every successful PPC campaign. Its value has increased exponentially in the recent times due to higher competition, so has the difficulty in achieving it. We are all well aware of the basics of Quality Score in AdWords, but interestingly a lot more lies submerged about which Google doesn’t emphasize enough on. Quality Score benefits an advertiser directly and a viewer indirectly, find out how in our Quality Score blog.
In this blog we will learn about the two types of Quality Score that helsp an advertiser, yes, Keyword Quality Score is not just the only one. We will also dig into how both types of Quality Score contributes to the overall success.
Let’s start off by listing down the two different Quality Score types:
- Account Level QS
- Keyword Level QS
Note: The only available Quality Score metric on any AdWords account is the Keyword Level QS. However, after years of inquiry, it has been widely accepted that QS at other levels exists, Account Level is one of them. Many expert advertisers segregate QS into other different levels such as Ad Group Level, Ad Level, Landing Page Level etc, but what is important to understand is that all of these are dependent on Keyword QS. As everything in AdWords revolves around keywords. Hence optimizing keyword QS improves the other types of QS also.
Account Level QS is determined based on the historical performance and data of the already existing keywords and ads.
Account Level QS comes into play when you add new keywords to your AdWords account. During the first auction, Google assigns a score based on the account’s overall QS to the new additions because no data for them is recorded yet. What this means is that, if your account’s QS is high, all your new additions will start off with a high QS too. Likewise, if account’s QS is low, the initial bid for these additions would be higher.
Having said that, let me highlight that there are ways to improve the Account Level QS, but again the first and foremost step is to have a good Keyword QS. The other important step to improve Account Level QS is to avoid creating a new AdWords account if you can use an already existing account.You are losing out on data that was acquired over years if you are suddenly starting a new account. Also it is painful to manage multiple accounts.
Keyword Level QS is the only Quality Score metric that Google reveals to an advertiser.
It is safe to say that all other “ make-believe” QS that various bloggers talk about are derivatives of Keyword QS. It is utterly important to understand, to learn and to optimize Keyword QS to better every other possible QS metric. There are a few vital well-researched steps you have to follow to improve Keyword QS. The improvement, however, is a continuous process and can be seen over a period of time, it isn’t instantaneous.
A keyword has to meet an impression threshold which is a number of impressions ( a multiple of thousand ) before it’s performance is considered to calculate it’s QS. Before meeting this threshold, QS is assigned based on the Account Level QS.
Once the impression threshold is met, following steps can help you in improving Keyword QS.
- The very first step is choosing the right keywords. When researching for keywords, regular practice is to use third-party keyword tools that return keywords that are popular in your industry. Even though you get a list of keywords you can use, all of them might not be apt for your business. Instead, it would be of a greater benefit if you use your account’s analytics to look out for keywords which have actually brought traffic to your website or keywords that led to conversions. Variations of such keywords would make more sense than using generic keywords.
- Once you have a list of keywords, the task at hand is to segregate them under Ad Groups. What most advertisers do is that they put a number of keywords under a single Ad Group. This isn’t the best approach because when an ad group is clumsy, it’s performance is compromised. At AdNabu we recommend using Single Keyword Ad Groups (SKAG). A SKAG increases the relevance between a search query and the triggered ad. This also makes it easier to track the performance of a keyword. All of these augment the QS significantly.
- Writing great ads is the next step. Once you adapt the idea of SKAGs, having an ad specific to each keyword doesn’t need justification. However, for the benefit, Ads that contain your keyword help increase the QS as well as the CTR. You can do this manually or use Dynamic Keyword Insertion for the same.
- A good ad is followed by a great a landing page. Landing pages which are highly relevant to your ad group and contain your keywords help boost the conversions, also the QS. Learn about landing page optimization in detail to improve your Keyword QS.