Netalot

The Google ‘Quality Score’ is calculated every time your keyword matches a search query — that is, every time your keyword has the potential to trigger an ad. Quality Score is used in several different ways.

The quality score may influence your keywords’ actual cost per clicks. CPC. It allows Google to estimate the first page bids that you see in your account. It lets Google determine if a keyword is eligible to enter the ad auction that occurs when a user enters a search query and it can affect how high your ad will be ranked

In general, the higher your Quality Score, the lower your ad costs and the better your ad position.

According to Google the Quality Score helps ensure that only the most relevant ads appear to users on Google and the Google Network. And they further maintain that the AdWords system works best for everybody — advertisers, users, publishers, and Google too — when the ads they display match their users’ needs as closely as possible. Relevant ads tend to earn more clicks, appear in a higher position, and bring you the most success.

How is this calculated?

Relevance is important. The advertising copy needs to be accurate and you need to deliver on what your ad copy promises. Further your keywords need to be relevant to the ads in your ad group.

High click through rate is important. If your copy entices a high click through rate the better the score that you receive. You do want those conversions as well though. So click through is not the only goal.

Have a real presence. A spammer with a one-page site is frowned on by Google. A one-pager will usually get you a low quality score. Aim for a site with at least ten to fifteen pages. Google rates good value as relevant and original content, transparency and easy to use user interface design.

Customise your pages. Landing pages are the most effective if they are highly targeted. This could mean that you might need to set up different landing pages for each set of keywords. It might be a fair amount of extra work but could be highly effective. Do watch out though that Google doesn’t consider this to be duplicate content.

Follow some technical good practices. Would be good if you had your domain name had your keywords in it. Implement meta tags, and be sure to create a Google site map.

Have a page for your privacy policy, disclaimers and terms and conditions. Have an About Us section and include links to other sites. Do not skimp on the effort you put into this. It will pay off both in conversion rates as well as lower advertising charges.

Google relies on a combination of three components to determine the score. It gets feed-back from its Google Advertising Bot, your ad’s historical performance and where possible human review.

Be sure to implement best site practices to keep on the good side of Google. It could be very expensive for you if you don’t.