Search engines constantly seek to provide their users with the most relevant information. By ensuring that advertisers are delivering relevant, high-quality ads, the engines aim at providing a high quality user experience. The central idea is displaying ads that will meet users' requirements at the proper time, while simultaneously driving quality traffic to advertiser's websites. The most relevant ads therefore receive a high Quality Score and get rewarded with lower costs and higher positioning. In the world of online marketing, Quality Score is a special variable that Google's AdWords service uses to determine the relationship between the keyword, text ad, and user's search query.

What is Quality Score?

Central to Google's pay per click service is Quality Score - calculated each time a keyword matches a search query. This variable is absolute importance since it determines a whole range of PPC factors including actual keywords costs per click (CPC) and cost of first page bids. In addition, it helps determine if a keyword meets the auction eligibility criteria and how high a PPC ad will be ranked. Broadly speaking, a high Quality Score translates to lower ad costs and higher rankings for your ads. The main aim is to weed out less relevant ads and provide quality content to searchers by matching their needs as closely as possible.

Influence your Quality Score

Although PPC is paid search marketing, Quality Score has caused more advertisers to use search engine optimisation techniques on their web pages. The result of link building campaigns, comprehensive internal navigational links and submitting a site map to Google is always a higher Quality Score. Adding high performing keywords to META tags and TITLE tags across the website and placing ad creative in the meta description also helps boost a low score. Finally, reorganising keyword groupings and constantly split testing their performance can help create guidelines that PPC advertisers can use to better their Quality Scores.

Enhancing your Quality Score and optimising your Adwords PPC campaign is completely essential for any firm wanting to reduce their spending, while at the same time increasing sales. Although there are a wide range of factors, some known and unknown, which contribute to improving quality scores, the most fundamental at the moment appear to be sound SEO knowledge. A paid search marketing campaign that uses a PPC program can drive sales and improve ROI only by focusing on the impact Quality Score has to the campaign.