To keep visitors coming back search engines try to ensure that they are getting exactly what they are looking for. How does this work?
Encourage maximum relevant result at any cost even if it is sponsored.
Uses quality score algorithm to check the relevency.
This algorithm can help in ad pricing and ad positioning, offering advantages in pricing and exposure for more relevant ads and advertisers.
As Google is the Search engine having greatest share in the market and its Adwords are the biggest way to make traffic, we’ll discuss it here.
1. On the basis of what factors, the Adwords quality score is calculated
2. How to procure these additional exposure and discounts
What is adwords quality score, exactly?
Well, according to Google, lowering your cost-per click and improving ad position is crucial to maximizing value for PPC ad campaigns. Generally, you'll set a maximum bid for every keyword. Google will take your Quality Score into account while determining how much you pay for ad positioning, and offer you pricing discounts for higher scores.
Ad position is the position in which your ad will show to a searcher in the event that there are multiple competing advertisers for a single keyword search. Better ad position brings better exposure, and Google will offer you the same ad position for less if it deems your ads, keywords and account history sufficiently "relevant".
How to improve Your AdWords quality score
How high quality scores are the scores calculated?
The click-through rate (CTR) of the keyword and the matched AdWords accounts history, which is measured by the CTR of all the ads and keywords in your account
The historical CTR of the display URLs in the ad group
The quality of your landing page
Your key word’s relevance to the ads in the group
Your landing page quality
The relevance of the keyword and the matched ad to the search query
Your account performance in your geographical region, So basically, you need to:
Have a high CTR - The click-through rate is the percentage of people seeing your ad who actually click on it.
Build relevant Ad Groups - An Ad Group consists of an association of one or more specific keywords which in turn trigger the display of one or more text ads. Ideally, the ad copy used in your text ads should closely reflect the keywords that are being bid on.
Connect your campaigns to relevant landing pages – The Web page to which you send the user upon clicking your ad (i.e. the "Destination URL") also has to closely reflect the keywords that were used to trigger your pay per click advertising.
Do it all over and over again.
So, now we have the "what":
You need to maintain high quality scores.
You need to perform these four critical tasks to score well on the search engines' quality test.
You need to carry them out continually.
The never-ending maintenance may be one of the most difficult things. Getting high Quality Scores and managing PPC campaigns is an iterative process which demands close attention to the factors mentioned above.
