Is Your Adwords Bill Increasing While Your Clicks Are Decreasing?
Quality Score Algorithm (QSA)
Determining Cost Per ClickQuality Score determines how much you pay for your advertising on Google and how much exposure you get.
- Higher Quality Scores Reward Ads With Better Positions And Lower Cost Per Clicks
- The Higher Your Quality Score The More Exposure You Will Get Because Adwords Uses Quality Score To Determine Which Ads To Place In The Top Three Placements Above And To The Right Of Organic And Local Search Results
Determining Quality Score
The Quality Score for Ad Rank on Google and search partners is determined by:
- The historical clickthrough rate (CTR) of the keyword and the matched ad on the site. For Google, only historical performance on Google is considered. For search partners, performance on the specific search partner is used, along with how the ad performs across the search network.
- Your account history, which is measured by the CTR of all the ads and keywords in your account
- The historical CTR of the display URLs in the ad group
- The relevance of the keyword to the ads in its ad group
- The relevance of the keyword and the matched ad to the search query
- Your account's performance in the geographical region where the ad will be shown
- Other relevance factors
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For a customized and detailed CPC Reduction Proposal call (949) 252-5363.Optimizing and Managing SEM For QSA
Why Is Your New Google Adwords Account Not Producing Vast Amounts Of Traffic?
Ads that are not triggering impressions or clicks, or triggering very few, are in most cases accounts that have not accumulated Quality Score. One of the qualifying factors, (some scoring factors are disclosed, some are not disclosed), in Google's Adwords algorithm is that it is based on accumulating Quality Score votes which are a combination of how your ads have been performing over time relative to the account history of your competitor's ads. Google determines Quality Scores off of the exact matching impressions and clicks to the user query. Discounting ads from trusted sources and charging new advertisers, unproven advertisers, or abusive advertisers premiums to be displayed has become one of the many ways that Google has found it necessary to protect it's relevancy and usefulness to it's constituents; it's searchers.
The clickthrough rate of your ad per keyword combined is by far the most important combo factor in determining Quality Score.
Ads with a high clickthrough rate will have a high Quality Score. Ads appearing in the top positions will have a higher clickthrough rate. Ads with a high Quality Score will also have a dramatically lower bid minimum requirement. If your ads are not exceptionally relevant, you will pay a higher minimum bid to make up for the lack of ad relevancy.
New accounts require a vigorous bidding strategy. Overbid as high as possible as you will be competing against the best ads that have developed over time in your niche. Accounts that do not have history must budget for as large a spend as possible and higher bids in order to establish a good history. Tip: As a new advertiser limit your daily maximum spend but enter a very high maximum bid value.
We understand how frustrating this can be. But for sanity's sake consider applying the following general rule of thumb for getting a new account into rotation - the first 3 months spend as a testing period and understand that your return will more than likely be minimal. Then consider the next 3 months as the building phase and then after 6 months high returns will kick in.
Additional Adwords and Landing Page Optimization Tips
References:
Google Quality Score
Google Optimization Tips - Quality Score is the basis for measuring the quality and relevance of your ads and determining your minimum CPC bid for Google and the search network. This score is determined by your keyword's click through rate (CTR) on Google, and the relevance of your ad text, keyword, and landing page.
