Quality Score is crucial to the success of any PPC campaign. The aim is to increase advertising engagement, and Quality Score reflects how well it’s doing. Let’s dive into what it is and how it is affected by your page engagement metrics.
What Is A Quality Score?
It is a score from 1 – 10 and is represented in the ad platforms. The score is an approximation of the ad’s relevance and keywords to your target audience. Search engines use the Quality Score to determine what ads to show and the amount to charge a marketer for each impression or click.
Quality Score, in short, is a reward system used by Google Ads. Advertisers that create relevant ads have to pay a lower cost per click. On the other hand, advertisers who show unnecessary ads will receive a low score and pay a higher cost-per-click.
How Page Engagement Metrics Affect Quality Score
Here is how your ad is evaluated:
- Experience of the Landing Page
- Ad Relevance
- Post-Click Conversion rate
The strongest predictor of the Quality Score is the landing page experience. The landing page should provide visitors with a positive experience so that they stay on the page longer.
The page speed needs to be fast, visually appealing, and have relevant content to make users’ experience positive. If you do this correctly, then your Quality Score will significantly increase.
On the other hand, if people visit your landing page and leave immediately because of slow loading time or irrelevant content, your score will drop significantly. This bounce will reduce the effectiveness of your AdWords.
Do remember that not all ad platforms factor landing pages when it comes to calculating the Quality Score. However, it is still one of the most critical metrics, and your advertising engagement efforts should be towards ensuring a positive landing page experience.
If you want to increase your Quality Score, you need to work on your page engagement metrics. Ensure that you focus on your audience and the experience they will have once they visit your page.
Review your landing page insights once every month and then develop strategies to make the experience even better for visitors. This periodic updating will increase your Quality Score in the long run.