Adwords and quality score
Hi
I am trying to get my head around adwords. I have looked at Googles learning centre but have got information overload. I understand that an ads rank is calculated by the formula...
Max Cost of click x quality score
... and that the quality score calculation is a closely guarded secret. However is it possible to briefly define the most likely criteria used for the quality score and how each of these work?
Many thanks
I am trying to get my head around adwords. I have looked at Googles learning centre but have got information overload. I understand that an ads rank is calculated by the formula...
Max Cost of click x quality score
... and that the quality score calculation is a closely guarded secret. However is it possible to briefly define the most likely criteria used for the quality score and how each of these work?
Many thanks
weikelbob
The quality score is dependent upon your click-through rate.
Here's more, a direct quote from Google:
"Some factors have continued to appear every time we evaluate the most relevant ads and keywords within AdWords. These factors include performance variables like keyword clickthrough rate (CTR), ad text relevance, overall historical keyword performance with Google, and even the user experience on the landing page or site associated with an ad. We put all of these factors and more together to create a Quality Score - the measurement of an ad's quality in relation to each of your keywords. "
click-through rate: # of clicks on an ad divided by # of impressions
ad text relevance: From talking to Google many times, this is most likely things like using keywords in your ad, having high quality ads (good information, keywords, calls to action, attractive word and phrase choice, etc)
overall historial keyword performance with Google: Most likely history of CTR
landing page: Whether or not you have a high quality website that directs and displays the product to the user as cleanly and pleasantly as possible.
And hang in there as far as learning Adwords goes, it's a good tool. The most success comes from tracking and calculating ROI (return on investment)
"Some factors have continued to appear every time we evaluate the most relevant ads and keywords within AdWords. These factors include performance variables like keyword clickthrough rate (CTR), ad text relevance, overall historical keyword performance with Google, and even the user experience on the landing page or site associated with an ad. We put all of these factors and more together to create a Quality Score - the measurement of an ad's quality in relation to each of your keywords. "
click-through rate: # of clicks on an ad divided by # of impressions
ad text relevance: From talking to Google many times, this is most likely things like using keywords in your ad, having high quality ads (good information, keywords, calls to action, attractive word and phrase choice, etc)
overall historial keyword performance with Google: Most likely history of CTR
landing page: Whether or not you have a high quality website that directs and displays the product to the user as cleanly and pleasantly as possible.
And hang in there as far as learning Adwords goes, it's a good tool. The most success comes from tracking and calculating ROI (return on investment)
ASKER
Thanks - thats a really concise breakdown.
Re the landing page, how does google decide if the product is displayed to the user as cleanly and pleasantly as possible? Also does the page ranking on a normal google search influence ad rank?
Finally how does an adwords ad become suspended?
Many thanks again
Ken
Re the landing page, how does google decide if the product is displayed to the user as cleanly and pleasantly as possible? Also does the page ranking on a normal google search influence ad rank?
Finally how does an adwords ad become suspended?
Many thanks again
Ken
"how does google decide if the product is displayed to the user as cleanly and pleasantly as possible? "
Good question. See this info: https://adwords.google.com/support/bin/answer.py?answer=47884&topic=9356
"does the page ranking on a normal google search influence ad rank?"
As far as Google has told us, Adwords ads and the regular search listings are completely separate animals.
"Finally how does an adwords ad become suspended?"
Ads that don't meet these guidelines might get disapproved:
https://adwords.google.com/support/bin/answer.py?answer=6129&query=ads&topic=&type=f
Good question. See this info: https://adwords.google.com/support/bin/answer.py?answer=47884&topic=9356
"does the page ranking on a normal google search influence ad rank?"
As far as Google has told us, Adwords ads and the regular search listings are completely separate animals.
"Finally how does an adwords ad become suspended?"
Ads that don't meet these guidelines might get disapproved:
https://adwords.google.com/support/bin/answer.py?answer=6129&query=ads&topic=&type=f
ASKER
Thanks for the info - it is really useful. The link is very interesting - however many of the landing page criteria seem to be subjective - so does this mean that they are assessed by a human rather than a computer?
Also I didn't word my last question very well - what I meant to say was are there circumstances when an adword ad won't appear, even when keywords are matched. For example if the adrank score is too low or if too many of the scoring criteria aren't met.
Thanks again
ken
Also I didn't word my last question very well - what I meant to say was are there circumstances when an adword ad won't appear, even when keywords are matched. For example if the adrank score is too low or if too many of the scoring criteria aren't met.
Thanks again
ken
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