As most PPC advertisers already know, Google’s Quality Score measures what Google perceives to be the quality of your keyword ads. Every keyword in a campaign receives a quality score, ranked on a scale from 1-10, that, in combination with other factors – not all of which Google discloses – helps determine your cost per click (CPC), ad position, and other variables that contribute significantly to the success and cost-effectiveness of your PPC campaign.
In short, the better your quality score, the lower your cost per click, the more likely someone will see and click on your ad, and the less you’ll pay for that click. As with most things, Google doesn’t disclose the precise algorithm by which quality score is calculated, but they do identify contributing factors – for example: expected click-through rate, the relevance of ad copy to the search query, and (notably) what Google calls “landing page experience”.
Google also defines the key factors through which an advertiser can improve that landing page experience. Those factors are:
• Providing relevant, useful and original content
• Promoting transparency and trustworthiness
• Providing ease of navigation
You can determine whether or not a particular landing page needs help by going to the Keywords tab in your AdWords campaign and placing the cursor over the speech bubble next to the status of any keyword. If the landing page experience is designated “below average,” there’s room for improvement. Read More