If you haven’t been paying that much attention to your AdWords quality score, you better start now. In case you haven’t realized it, the quality score is much more important now than it ever was. It lowers your cost per click, CPA and improves your ad’s rankings. Simply put, there are a lot of benefits to having a good quality score.
Why Is Your Quality Score More Important Now Than Ever?
Quality score is a measure of how relevant your ad is to users’ search queries — the higher the score, the more relevant the ad. By that definition, it’s easy to guess that quality score has always been important, but never more than it is now. According to PPCHero.com:
From an advertisers’ viewpoint, Quality Score is extremely important for many reasons. This metric determines whether a keyword is even eligible to enter an auction and, therefore, whether your ad will show for a user’s query on the Google Search Network. Additionally, Quality Score, along with CPC bid, determines ad rank, and this is very important – especially for advertisers with a limited budget.
Basically, the higher your score, the healthier the account and typically, the more successful your campaigns will be. To give you a better idea of just how much you can benefit from a high quality score, Larry Kim of SearchEngineJournal.com says:
In 2013, if your keyword has a Quality Score of 10, you can save an estimated 50% on the cost of each click. Note that this is 67% more than you saved four years ago for the same Quality Score.
If that isn’t incentive to start focusing on improving your quality score, I don’t know what is.
How to Improve Your Quality Scores Right Now
If you want to focus on improving your quality score right away, the first thing you want to do is start frequenting your AdWords account more often. Larry says:
Many PPC account managers are lazy bums that do nothing at all in their AdWords accounts. These clowns go nowhere. All of the top achievers with above 8/10 average Quality Scores were active in their accounts every week, regularly trying out new keywords, deleting lousy keywords, trying out new ads, employing negative keywords, etc.
You’re going to want to dedicate much more time to your AdWords account than before as you’ll be using that time to put the work in. One of Wordstream.com’s more successful clients is shown as an example here. This is the kind of activity that can be typically seen on their account over a 30-day period and shows just why it pays to be more active:
In addition, the client being used as an example follows all of the top PPC best practices concerning Network Targeting, Geo Targeting, Language Targeting, Conversion Tracking, Running Multiple Text Ads, Modified Broad Match Type, Negative Keywords, and Use of AdWords Extensions. It’s a simple enough checklist to follow, but surprisingly, many SMBs ignore these practices.
As a result of their practices, this client is now spending half of what it originally did and has an average CPA of $12. Of course, it’s not very likely that your quality score is 8.8 like this client, but just being able to improve your score a few points will have a significant impact on your ad spend.