Quality Score – Google Adwords’ PPC Algorithm
This article examines the effect of keyword Quality Scores on the performance of an Adwords pay-per-click campaign and provides actionable steps to improve campaign Quality Scores by ensuring best practices are followed.
To understand Quality Score, it must first be understood that while in most cases it is used as a simple integer on a scale of 1-10 (with ten being the highest quality), there are actually several individual Quality Scores that together produce the Quality Score we recognize in the AdWords interface. Some of the different Quality Scores (QS) include:
Common Quality Score (seen in Adwords)
- Updated daily to reflect changes in the click-through-rate (CTR) and changes in the 'invisible' Quality Scores below
- Displayed as an integer from 1-10
- Internal QS only known to Google Updated in real-time as each search is performed
- Used for determining the Ad's rank in the search engine result pages (SERPs)
- Most likely operates on a different numbering scale
- Internal QS only known to Google Updated in real-time as each search is performed
- Used in determining the actual cost-per-click (CPC) during the 'auction' process
- Most likely operates on a different numbering scale
This article outlines why managing your Google Adwords Quality Score and how this benefits your hotel. To read the full article, go to MIlestone Insights.