First what is Adwords Quality Score about? Google has scoring system which is meant to increase user experience with their google adverts by ensuring add relevancy. If you score highly in the system you pay less for the advertising or if you score very poorly you may be removed altogether.
To get a good Quality Score you need to:
- Advertising copy that relates to landing page
- High CTR - i.e.: advert needs to be relevant to search terms
- Good landing page
Above 3 points in more details
1: Keywords in advert need to match keywords on landing page - how deep they search your site is unkown.
2: High CTR - Logic is the more people click through the more relevant your advert is to the keywords people are using. Furthermore it takes int account estimate time on your site and adds it to your QS score - longer they are on the site the more relevant it was.
3: Apparently the landing page has more to do with affiliates and secondary parties that send traffic to a separate landing page using a "gateway" page. You are, in fact, not allowed to have more then one affiliate to one site in the same list of sponsored links - again to improve user experience.
So; the rules are as follows: On Google only ONE partner can use the url www.dell.co.uk as a landing page, or desitnation url, so if i want to send traffic on behalf of dell i have to create a 'gateway' page (example of gateway page). From the gateway page then i navigate the user to the dell site. Now these pages are usually very badly built and google does not like that... as they dont enhance the user experience. So; QS takes into account how well these pages are built , updated etc... If you not an affiliate you can just create a landing page with relevant content SEO it a bit and you will score QS points.
So if you score well with all 3 you get a good 'Quality Score' which in turn means that your bidding rates go down!
Example: Do the terms i use and copy on landing page match. If not Google will start to charge you more for the same terms. I.E.: I will pay more and list on the same position as someone who has a higher QS.
Now this made me think about CPC rates and managing campaigns for clients:
If we give client x amount of traffic for a certain budget and your QS changes your CPC changes. How does that effect our campaign if you promise X amount of traffic for X amount of budget?
Means i will get more or less clicks for the same cost. Examples:
Increase QS: R1000 gets is 100 clicks CPC is R10. Now QS gets better so CPC becomes R8 that means now i get 120 clicks for R1000. Campaign manager is making/delivering more...
Decrease QS: R1000 get 100 clicks CPC is R10. Now QS gets WORSE so CPC becomes R14 that means now i get 60 clicks for R1000. However PPC manage promised me 100 click for a R1000 pm. Campaign manager is making/delivering less....
This gives rise to some questions:
Is it PPC managers responsibility to inform the client about QS and the changing CPC rates? "To get the most out of your budget you need to implement some of the following things: XYZ" - which are essentially SEO tactics. You see you could say that and reap extra profits which your client was not aware of or fail to say that in loss profits. Or you dont say anything to client who by chance increase the QS by bettering the landing page and you gain profits due to a dropped CPC rates. lol
Or are the changes to CPC by QS to small to warrant even thinking about this but then why does google have it in the first place? What if it is a really big campaigns then small margins suddenly start meaning more. :ph34r:
So some more light on the subject which lead to some more questions.... They say 1 answer gives rise to 2questions.
Edited by saschaeh, 24 October 2007 - 08:24 AM.