This is a guest post by Chris Gombeski.
Quality score in paid search can be a metric that boggles the mind of advertisers. What goes into the quality score and how does Google attribute a quality score are the top questions on most advertisers’ minds when they see that metric in their Adwords account. This year,the Google Adwords team has offered up some key, updated information that takes a bit of the mystery out of the quality score metric.
In general, the higher your quality score, the lower your cost per click. A high quality score also will allow your ad to rank higher on the page, which increases visibility and can lead to higher click through rates. Google stated that keyword match type will NOT affect quality score or first page bid estimates but will affect ranking and cost per click. Advertisers definitely want to use the most relevant keyword match type, but the same action will not affect the quality score of that particular keyword. Other metrics that will not affect your quality score are using social extensions such as Google + and ad extensions. Again, these are great metrics to increase click through rate and lower cost per click so adding them or not using them will not affect your keyword’s quality score.
When asked, the Google AdWords team stated that the biggest website factors that affect quality score are having a site that is well optimized (be in desktop or mobile), a good user experience and well organized and relevant content on your site. Is your site easy for users to navigate and find the information they are looking for? Regarding content, is the information on your site relevant to the keywords and ad copy? All of these factors can and do influence Google assigning your keywords a quality score. These are the factors that really matter to Google and can create a win win for the advertiser’s paid search campaign.