Written by James Cioja
One of the most important aspects and debated in advertising on pay-per-click is the quality score.
The quality score means that the search engine considers a relevant advertisement and depends on how the selected keywords, landing pages and ad text are correctly in relation to each other.
The most important thing is that the quality score determines the position of the ads and the cost of each click. Many PPC novices believe it's trivial and simple auctions, in which whoever offers more Gets the highest position. Actually the position of each ad is determined by its ranking that is obtained by multiplying our offer with your quality score.
Ads with a high quality score can (and often is) allow an ad to appear higher than another which is offered more for the click, but ah a lower quality score. For example, an advertiser who offers $ 2 and 10 quality score will appear before one offering € 10 and 1 quality score.
In other words, this mechanism requires advertisers to improve your quality score. But it's not as simple as it may seem.
What has complicated things is that Google recently changed the quality score algorithm. The result of this variation meant that some keywords are grown as quality score while many others are passed to a lower quality score. If we have noticed a general worsening of the quality score in the last 6 weeks, this is the cause.
The quality score also has many quirks. This article (in English) by Brad Geddes discusses many of them. He says, in a nutshell, advertisers in certain sectors and advertisers with keywords or domains that have more than one sense often suffer from a low quality score.
Therefore, we have to worry about the quality score? We need to optimize our quality score? In the opinion of anyone involved in PPC is varied.
Those who do not optimize your quality score will argue that is not productive. Consider that if the ROI is acceptable, quality score is irrelevant. Indeed, from this point of view we can give reason, what counts is the ROI. A high quality score does not count anything if he doesn't bring qualified visitors, or if it is associated with keywords that have little traffic. So, if we are satisfied with our ROI, why should we worry if we have a low quality score?
A good reason, for example, is that a low quality score impacts negatively on the cost per click. The lower, the greater the cost, so if we can pay less for clicks, why shouldn't we try to do it?
No comments:
Post a Comment