Google Adwords Quality Score - Busting "Bid High and Get High Quality Score" Myth
If you do an Adwords campaign, you will desire to do your utmost to acquire great quality score.
Because, with a excellent quality score, you can reduce your cost per click (CPC). And increase the probability of you obtaining a higher advert rank.
Generally, the quality score is affected by 3 primary factors:
- Click through rate (CTR)
- Relevancy
- Quality of landing page
Between the 3, Click through rate carries the highest weight in the determination of the quality score.
Now, in the quest to obtain high click through rate, there is a mistaken myth that perpetuate amongst a lot of Adwords marketers.
And that’s - should you were to place in a larger bid, you’ll rank higher. And with a increased ad rank, you will tend to get much more clicks and obtain a higher click through rate. As a result of the higher click through rate, your quality score will also improve.
Sounds right?
Well, actually this is not the case.
The amount your bid is completely independent of the quality score.
You can bid higher and still get a poor score. On the flip side, it is possible to obtain a high quality score even though your bid is low.
I know you might be thinking a high ad rank due to a higher bid should get you a good quality score by virtue of your high CTR.
But this is not how Google functions.
Google recognizes that advertisements in higher ranking tend to have higher click through rate than advertisements in a lower rank.
To be able to calculate a fair and precise quality score, the quality score is normalized so as to eliminate the influence of advert placement on the CTR.
Should you want to get high quality score, concentrate on creating more relevant and compelling advertisements.
Google wants a better user experience for their searchers. And if you are able to provide high quality ads, they’ll reward you with a much better quality score.
All success,
Jag Foo
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