One Way We Can Lower Your Costs In a Google PPC Campaign

Lower your costs in a Google PPC campaign? It is not easy but can be done.   While Quality Score is one component of AdWords that seems to be shrouded in confusion and mystery, it is a big component of the platform. Quality Score was introduced to AdWords in 2008 as a way to protect Google’s search results, ensuring that only the most relevant results would show as paid advertisements. Before, there had been a flat Dutch auction (where the price is reduced until a buyer is found) for keyword bidding, where an advertiser could bid on any keyword they pleased. With the implementation of the Quality Score, there was now a variable minimum bid. Now in order to lower your costs in a Google PPC campaign, we need to create pages that resonate with your ad.

Google defines Quality Score as “A measure of how relevant your ads, keywords, and landing page are to a person seeing your ad.” The higher your quality score is, the better your ad position will be and the lower your bid prices will be. Quality Score is calculated for each keyword each time a keyword perfectly matches a search query to measure the relevancy of keywords to search queries and corresponding ads.

Your quality score is measured on a scale of 1 to 10, with 10 being the highest possible.

Unfortunately, it impossible to understand exactly how Google calculates Quality Score. However, we do know that it depends on a variety of factors, including but not limited to:

• Individual keyword historical click-through-rate
• Historical CTR of your entire account
• Ad Group Display URL CTR
• Landing page quality
• Relevance of keywords to ads
• Relevance of keywords and matched ad to search query
• Performance within your targeted locations

We also know that Quality Score is dependent on your account’s overall standing, which means that having a low-quality score in one of your ad groups can weigh you down across all your other ad groups and campaigns. Having a low-quality score is not something we take lightly. Your quality score has a direct impact on the actual CPC of a keyword and ad position

Sometimes We Can Lower Your Costs In A Google PPC Campaign And Increase Your Position

You could have a higher quality score and a lower CPC bid but show in a higher position than a competitor’s keyword with a lower Quality Score. The opposite is also true: You could pay more per click if you have a lower quality score. For an ad to show in the top three positions above search results, the keyword that triggered the ad must meet a quality score and max CPC bid threshold. Therefore, it is very important to pay attention to your quality score.

In order to obtain a high-quality score, the biggest thing that we need to focus on is your relevance. Your ad needs to be highly relevant to what the user searches for in the first place. You also need to have a high click-through rate (which proves that your ad is relevant) and your landing page needs to be transparent and prove that it is trustworthy.