The Magic of Quality Score!

This post is to understand Quality Score and to learn about techniques to improve it.

Quality Score is impacted by following factors :

1) Avg. CTR

2) First page Bid

3) Max. CPC

4) Other relevant factors like landing page quality, navigation, LP load time, ad creative relevancy with query etc.

Couple of Optimisation techniques that can be done in order to improve QS:-

1) If QS is low then first step to improve is to check whether it is sitting in the right adgroup/campaign

2) Change the match types to make sure that keywords matches to the most relevant query

3) Monitor CTR. If CTR is low then Optimise to improve CTR

4) Do check the first page bid/ maximum CPC

All the above techniques should help to improve QS for a campaign. If QS is improved in the account, one can see uplift in conversions upto 15% -20%. So, QS optimization is one the significant step to improve overall performance.