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What is the quality factor?

Googles Quality Score (or Quality Factor) is a numerical value given to a keyword. Its numerical values between 1 and 10 inform the advertiser about how relevant his keywords, ads and landing pages (in combination) are found by Google. A high quality factor increases the success of campaigns and also reduces their costs
  • Can influence click prices
  • Ensures higher ad rank
  • Can be increased through various measures

The influence of the quality factor

The quality factor has an enormous influence on the cost and effectiveness of paid search campaigns. It is comparable to how a credit rating can affect whether one qualifies for a loan and how high the interest rate is. The Google Quality Score influences the performance of PPC ads and how much you pay for each click. So the quality factor is Googles assessment of the quality and relevance of keywords and ads. It is used to determine your cost per click (CPC) and multiplied by the maximum bid to determine the ad rank in the ad auction process. The quality factor depends on several factors, including click-through rate (CTR), relevance of each keyword to its ad group, quality and relevance of the landing page, relevance of your ad text, and past performance of your Google Ads account. These are more or less the core components of the Quality Score. Nobody outside Google knows exactly how much each factor in the Quality Score algorithm “weighs”, but they do know that the click-through rate is the most important component. When more people click on an ad, it is a strong indication to Google that these ads are relevant and helpful to users. Accordingly, Google rewards you with higher ad rankings and lower costs

Improving the Quality Score

There are several benefits associated with improving the Google quality factor. Through analysis of countless PPC accounts, it was found that the quality factor is directly related to success with Google Ads and Bing Ads. By optimizing the quality factor, you can expect a higher return on investment (ROI). This is because a higher quality score correlates with lower cost per conversion. The cost per conversion is different from the cost per click. It is not about how much you pay for each click, but how much you pay when someone performs the action they want, whether they sign up for a free trial or even buy a product. Since not every click leads to a conversion, the cost per conversion is generally higher than the cost per click. Fortunately, strong quality factors reduce both your cost per click and your cost per conversion. In general, the higher your quality score in Google Ads and Bing Ads, the lower the cost per conversion. Remember, a high quality factor is synonymous with Google saying that your PPC ad meets the needs of your potential customers. The better you meet the needs of the potential customer, the less Google will charge you for the ad click. So how do you increase the quality score of Google ads? Because the quality factor in Google Ads and Bing Ads determines where and how often your ads appear, its important to improve your scores by working consistently on your account. This can be achieved by focusing your efforts on several key areas: Keyword research as well as keyword organization, optimization of the ad text and landing pages. Discover new and highly relevant keywords that you can add to your campaigns, including long tails that can contribute to the bulk of your overall traffic. Divide your keywords into tight and organized groups that can be more effectively linked to individual ad campaigns. Try an ad copy that is tailored to your individual ad groups. More effective ads get a higher click-through rate – one of the best ways to improve the quality factor. Follow landing page best practices to create pages that are directly related to your ad groups and also provide a cohesive visitor experience, from keyword to conversion

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