Chances are if you’ve ever run an SEM (pay-per-click) campaign, you’re probably familiar with the term quality score. But what exactly is quality score and how does it effect your search advertising campaign? Here are a few things you should know when you start a pay-per-click campaign.
Quality score represents a rank for how relevant a search engine thinks your business is to consumers searching for certain keywords. This rank will effect both the cost and placement of your pay-per-click ad. Typically search engines will evaluate your score based on your text, landing page, and keywords, and the higher the score the more relevant your business appears to be.
Higher quality scores will tend to result in lower costs per click for your keywords and better or top position on the search engine results page. Which means the more work you do before hand to make your landing pages relevant with good keyword rich content and proper SEO, the cheaper and easier it will be for your ads to show up on top when someone searches your keywords.
Unfortunately there isn’t a convenient guide that tells us exactly how search engines calculate quality score. There is also no singular quick fix way to improve your quality score but there are some best practices you can follow. Broad keywords are always more competitive so it’s usually in your best interest to use some long tail keywords related to your business and geographic location. Also using product or service specific keywords in your text ad can help target the customers who are in market now. You also have to make sure that the landing page reflects what ever is in the text ad and the keywords you chose.
If you need help coming up with a good campaign contact Wikimotive for a free evaluation and advice on your search engine marketing.