Landing page Quality Score has always been an important ranking factor for paid ads. Ad managers are obsessed with quality score and for good reason. Improving Quality Score can help increase relevancy and business success. Here are a few more reasons you should care:
Recent News: It’s important to keep up to date with Google changes and they’ve recently announced an update to how Quality Score is reported. “This reporting update will tie your 1-10 numeric Quality Score more closely to its three key sub factors — expected clickthrough rate, ad relevance, and landing page experience.” Read more here.
Different Types of Quality Score: Running multiple campaigns can become overwhelming, especially when there are so many different types of Quality Score: account-level, ad-level, ad group, keyword-level, landing page, display network and mobile Quality Score. Keeping track of undesirable Quality Scores and diagnosing the problems is key in maximizing profit with a set budget.
Different Search Engines: Think PPC ads are a “set it and forget it” type of deal? Think again. It’s possible to have a landing page Quality Score of 10 with Google and 1 with Bing. Even if you’re using similar (or even the same ads), your ad campaigns might not run as smoothly as you anticipated. Even though Yahoo and Bing don’t bring in as much search traffic as Google, the lower CPC can be a great way to take advantage of paid ad space. And the best way to do so is to improve and maintain good landing page Quality Scores on these networks.
Translate It to Improving Your Website: Even though having a numerical ranking tied to your landing page(s) can be a frustrating experience, it can be helpful when you look at it another way – an indicator of how your website can be changed to improve user experience. As a writer or webmaster, it’s easy to look at your site with bias. You might think that everything is perfectly created and relevant. But landing page Quality Scores tell the true story and give you insight into what’s not working as well as you thought it was.
Running a small scale PPC campaign is manageable but you could run into landing page or Quality Score issues. Emarketed is a Google AdWords Certified Partner and we can help answers any questions you might have.