I believe that anyone who advertised on Google Adwords already know that the device is operating in the auction system.
However, not many know how this auction works in all its details.
Today we will talk about one of the most important components of the auction and also one of the fastest generate doubts on the subject: the famous “Quality Index” (or “Quality Score”). We will show how it can help us achieve better positions and lower cost, significantly increasing the ROI (Return On Investment) of a campaign.
The quality score is an assessment made by Google, generating a score from 1 to 10, used to determine whether the ad, keyword, and landing page are relevant to Internet users interested in that subject.
When Google does rankeamento to determine the position of each ad, the quality score is very important part, as we will show later.
There are two ways to check your content. Accessing “campaigns” in your account on Adwords and then “keywords”, there will be a name “Status” column. Positioning the mouse over the icon displayed in this column comes up a balloon with some information Quality Index. Another option is to add a new regular column in “Columns> Customize Columns> Attributes> Qual. which. “
Whenever a search is made, is the so-called “AdWords auction” to determine the ads.
However, the auction is a little different from what we know. Instead of those paying more direct appear in the first position, the announcement comes more “Ad Rank”, a measure that Google created to determine the strength of an ad.
And as the “Ad Rank” is made? Quality Score (IQ) multiplied by the bid (max.).
So even if the bid of a competitor is greater, you can get a better position if you have a good quality score. In the example below we consider four advertisers in an auction for the same keywords:
Note that the advertiser “B”, despite having the lowest CPC, achieved the second position due to a high IQ. By the same logic the advertiser D, with a high bid, is in the last position due to bad IQ.
Then we have seen that quality score has a strong impact on the position where the ad appears. Now we will show how it is even more important to determine the real value that your company pays for a click.
Actual CPC is the amount you actually paid, regardless of the amount stipulated as Max CPC offered.
The Google system, the CPC Real value is calculated on the “Ad Rank” below the ad divided by the Quality Score of your own ad, as shown in figure:
So it is important to always optimize your campaigns in search of the highest rates: this practice ensures lower costs with better positions.
As usual, Google does not disclose the exact formula that the algorithm uses to set the index. However, three factors are predominant and on them we should focus our attention to the optimization:
1 – CTR (Click Through Rate)
Indicates the number of clicks divided by the number of times the ad was displayed. It is the most important factor in the index and aims to identify how your ad is relevant to users.
2 – Relevance
Google looking as understanding the keywords, the text of your ad and the content of your landing page are really relevant and relate well to each other and to the survey.
3 – Target Page
In August 2011, Google began to also consider the experience of Internet users when directed to the landing page or Landing Page (the page after clicking on the ad). In this context three aspects are considered: relevant and original content, transparency (reliability) and navigability.
Now that you understand how the quality score is composed and what its importance, it’s time to go to practice and understand how to improve that number. It will be important to review:
– Relevance of the keyword to the ad:
Review whether the keywords purchased appear in the ad. Segment your topics and words in small groups and the like so that this relevance occur “naturally”;
– Attractiveness of ad:
Your ad was written so that someone searching deems as “done to him?” We gave some tips for it in this post on how to create ads in AdWords . These techniques ensure higher CTR rates, which as we have said, is the most important factor IQ .;
– The relevance of your landing page:
Your landing page contains relevant and original content (including keywords purchased)? The user is directed to a specific page of the content you are looking for (or you are sending visitors to the home page)? Your landing page is polluted by banners and pop-ups? Care, AdWords considers that this type of functionality reduces transparency , and navigability.
One last detail that can be reviewed and taken into consideration is the history of your account:
The overall CTR of all the ads and keywords generate a history of your account, which is taken into account to generate the first Quality Index (the one before the new campaign into the air); In extreme cases, it is worth considering the creation of a new account.
Already closing for today, you can still check out this video from Google’s chief economist, Hal Varian, explains these points covered on the AdWords auction and Quality Score: