Mastering Quality ScoreHow to Increase Quality Scores & Improve AdWords Results

What is Quality Score?

• A numerical assessment of how good your ad is. Designed to:– Keep spammers out of the top results– Give discounts to advertisers who follow the

rules– Make sure users only see ads that might

actually be interesting

• Good for users• Good for advertisers• Good for Google

How is Quality Score Used?

1. Determine the order of ads

2. Determine the price you pay

Order of Ads – Google’s Original Auction Model

Advertiser Bid Position Ad Topic

A 4.00 1 Work at Home

B 3.00 2 Lawn Care Service

C 2.00 3 Golf Magazine

D 1.00 Doesn’t show

Golf Clubs

Golf Clubs

Ads ranked by BID

Order of Ads - Google’s Auction Model + Quality Score

Advertiser

Ad Topic Bid Quality Score

Ad Rank(Bid x QS)

Position

A Work at Home 4.00 1 4 Doesn’t Show

B Lawn Care Service

3.00 2 6 3

C Golf Magazine 2.00 5 10 1

D Golf Clubs 1.00 8 8 2

Golf Clubs

Ads ranked by BID times QUALITY SCORE

The Price You Pay - Discounts for better Quality Score

My Cost

Bid x QSOf Lower Advertiser

My QS

Quality Score

% Change in Costs (vs. 7)

10 -30%

9 -22.3%

8 -12.5%

7 ---

6 +16.6%

5 +40%

4 +75%

3 +133%

2 +250%

1 +600%

Discounts for better Quality Score (example)

My Cost

Bid x QSOf Lower Advertiser

My QS

Me Me with Improved QS

Lower Advertiser

Bid 2.00 2.00 1.50

Quality Score 5 7 4

Final Price 1.20 .86

Savings 28%

Example Spend

$20,000 $14,400

$5,600

How Does Google Calculate Quality Score?

Components of Quality Score

Click Through RateRelevance of ad to keywordsLanding PageOther Factors

*not to scale

How do I get better Quality Scores? CTR

1. Show your ads to fewer people– Day-part– Geo-target– Use phrase, exact (or modified broad) match– Use negatives

2. Get more people to click on your ads– Write clever ad text that shows you have what users are looking for.

3. Show your ads to people who are more likely to click on them– Use more tightly related, long tail keywords

CTR

Clicks

Impressions

How do I get better Quality Scores? Relevance

• Show Google that your ad is relevant to the keywords in your ad group– Use keywords in your ad text

• The tighter your list of keywords, the easier this is.

Golf clubsGolf shoesGolf ballsGolf pantsGolf bags

Golf putters

Golf gloves

Golf teesGolf carts

Golf clubs setGolf clubs complete set

Set of golf clubsGolf clubs full set

Golf clubs irons setComplete set of golf

clubsGolf clubs in a set

How do I get better Quality Scores? Landing Page

• Follow Google’s rules– Write relevant, original

content• Use keywords in your

landing page copy

– Be upfront about the information you collect and your business model

– Have good load-time with minimal pop-ups etc.

Making Small, Tight, Relevant Ad Groups

Golf clubsGolf shoesGolf ballsGolf pantsGolf bags

Golf putters

Golf gloves

Golf teesGolf carts

Golf clubs

Golf shoes

Golf balls

Golf pantsGolf bagsGolf

puttersGolf

gloves

Golf tees

Golf carts

Golf club sets

Golf clubs setGolf clubs complete set

Set of golf clubsGolf clubs full set

Golf clubs irons setComplete set of golf

clubsGolf clubs in a set

Ladies golf clubs

Ping golf clubs

Golf bag stand

Travel golf bag

Callaway golf bag

Golf bag standJunior golf bag standBest golf bag standBlack golf bag standLadies golf bag stand

How can we help?

Our software uncovers profitable keywords and automatically organizes them into relevant ad groups to position you for high Quality Scores

Questions, Comments, Concerns

Andy StefanoPPC Specialist

astefano@wordstream.com