Keywords are the lifeblood of your PPC campaign. You need to make sure you are using the best keywords in your ads to get people to click on them. Else, you cannot realistically expect your campaign to be successful and deliver the results you are looking for. When it comes to measuring the efficacy of the PPC keywords you are using, the Quality Score assigned to them goes a long way towards helping you find out whether you are on the right track. However, there are certain misconceptions about the AdWords Quality Score for PPC keywords that need to be clarified beforehand.
What is Quality Score?
The Quality Score assigned to a particular keyword represents how favorably AdWords considers it and the degree to which it can boost the success of your campaign. This is why you should be seeking to add AdWords keywords that have a high Quality Score. The Score is assigned from 1 to 10 and is divided into two parts. A score of 1 to 6 for any keyword means that it is of low value and a poor choice for your campaign. The keywords with a Score of 7 and above are the best ones for your PPC campaign and can play a major role in your success.
Why Quality Score Is Important
Search engines give a lot of importance to the Quality Score of the keywords you use. The concept behind this is quite simple to understand. The keywords that enjoy a higher Score are the ones most marketers would be seeking to add to their campaigns. The high competition for those keywords would lead to intense bidding and the search engines would be able to make more money from them. Yet, it is not only the search engines that benefit from keywords with a solid Quality Score. Here are some of the ways you will benefit as well.
- Ads that use low value and unpopular keywords are unlikely to make it to the first page on Google. Thus, using PPC keywords with a high Score will help you improve your search engine rankings.
- The amount of money you spend on the keywords with a low Score is comparatively lower than the popular keywords. However, they aren’t as effective when it comes to delivering the results you are looking for. Even though the high value keywords cost more, it is easier to optimize your ads using them.
- Most importantly, you can only use the Dynamic Keyword Insertion (DKI) feature if you are using keywords that have a high Score.
- Lastly, the quality of the keywords you use will determine the positions your ads enjoy on the sites they are posted on across the websites on the Google Display Network.
Achieving the Quality Score You Need – Follow the Simple Formula
As it turns out, you don’t need to be a rocket scientist to improve the Quality Score of your PPC campaign. There is a simple formula you can follow to ensure the keywords you are using are looked upon favorably by Google and other search engines. The formula is as follows:
Relevance + CTR + Landing Page = Quality Score of Your PPC Keywords
Let’s look at each of the three components separately to give you a clearer idea.
When it comes to a PPC campaign, the keywords come in useful when you are writing the ad copy. Google places a lot of emphasis on the relevance of the ad copy to the keywords being used which is why you need to ensure the ad copy includes high value PPC keywords. Ads that have copy with a strong keyword relevancy are likely to achieve a higher Quality Score than ones that don’t. Google has made relevance a major factor for getting to the top of the search engine rankings so you need to make sure you put your best foot forward.
Click through Rate (CTR)
As the name suggests, CTR is a measure of how many clicks-through an ad can generate for your campaign. In particular, Google looks at the keyword which convinced a user to click on the ad. And it is not only the recent data the search engine is analyzing. Rather, Google and the other leading search engines take into account the historical CTR for the keywords you are using. The ones that are delivering the most clicks for you are the ones that have a high Quality Score.
Last, but certainly not the least, is the quality of the landing page you have created for your campaign. Google analyzes how user friendly your website is for determining its quality before assigning a Score. Furthermore, you also need to have quality content containing the keywords you are using posted on your landing page. Otherwise, your campaign would not be able to obtain a high AdWords Quality Score.
These are the three main factors that determine the Quality Score of your PPC keywords. Keep them in mind to ensure you have the best possible chance of achieving the success you are looking for. To help you discover the most relevant and high value keywords, you can use SEMrush. SEMrush is a tool that helps you find keywords related to your campaign and also to organize them in a way that makes it easier for you to incorporate them into the ad copy and other content you create.