3 new factors to consider in your approach to PPC campaign management

Aug 17, 2012   //   by Ivan Dimitrijević   //   SEO Blog  //  27 Comments

Google AdWords Quality Score is the overall grade of the efficiency and success of your ad. It can range from one to ten, one being the lowest grade and ten being the highest. Having a high Quality Score means that your ad has proved to be relevant and useful for the “clickers”. However, having a low Quality Score means that your key elements (such as keywords and landing page) are proved to be irrelevant to someone looking at your ad.

Just like it is in your personal interest to have a high Quality Score ad, it is in Google’s interest as well. Google rewards high Quality Score ads by reducing the cost of the ad and putting it in a better and more visible position (higher on the page). But how do you get higher Quality Score? Well, for that we will have to examine the factors that influence your Quality Score grade. In other words, we will have to see how Google calculates the Quality Score.

Every time someone does a search that triggers your ad, Google calculates a Quality Score by means of which Google takes several things into consideration. Here we will examine three factors that can influence Quality Score – Expected CTR, Landing Page experience and ad relevance.

Expected CTR (click-through rate) is a prediction of how likely it is for your ad to get clicked when shown for the specific keyword. There are three possible statuses you can get for your Expected CTR – average, above average and below average. To measure this Google takes into account how well that very keyword has performed in the past by comparing it to all other keywords across AdWords. Google only looks at exact matches when determining your Expected CTR. As mentioned above, Expected CTR is a prediction, so it differs from the actual CTR shown in the “CTR” column of your account.

Landing Page experience refers to the experience a viewer gets when he goes to the landing page (the page your ad sent the viewer to when he clicked on it). Just like the Expected CTR, Google AdWords doesn’t rate Landing Page experience with numbers but rather with these statuses – Average, Below Average and Above Average. But how do they determine the Landing Page experience? To determine Landing Page experience, Google AdWords go through several criteria.

First of all, your landing page (or destination URL) must be original. By offering useful and unique features or content will do the trick. Secondly, your destination URL must be directly relevant to your ad text and keywords. For example, if you are offering a discount or any kind of special offer, make sure it appears on landing page as well. Moreover, your landing page must be user friendly. It must provide all the possible information the user needs. Make it easy for them to find your contact information or any other information considering your business they might need. And finally, don’t be afraid to use strong call to action. Phrases such as Buy now or Sign up or whatever you want the user to do on your landing page, will help and inform the user of what he should do next.

The third factor that influences the Quality Score is Ad Relevance. This factor describes how well your keyword matches the message in your ads. In other words, how relevant your keyword is to what a customer searches for and how relevant your keyword is to your ad. For example, if the user searches for the very keyword and your ad shows up will your ad is directly connected with their search?

Just like two factors mentioned above,  can be graded with three possible statuses – average, below average and above average. Having an average or above average status means that you have managed and chose your keywords correctly and carefully. However, having a below average status means that your keywords are not specific enough or that your ad group is too general. Including the keywords in your ad text and creating more specific keywords will help you resolve your issue.

Google AdWords is the perfect match making system leaving everybody satisfied – advertisers, customers as well as Google. Relevant ads attract more customers thus earning you more clicks and appearing in a better position and bringing you more success.

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Ivan Dimitrijević

Ivan Dimitrijevic works at Dejan SEO Australia as a Senior SEO Consultant. He contributes to many blogs including company blog Dejan SEM – Advanced Search Engine Marketing Solutions. His favorite topics are SEO, SEM and Social Media Marketing. Feel free to follow him on Twitter and Google+

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  • Mohammad


    You have shared good points with us.Great article written by you.


  • There are a couple of not so well known facts about Google’s Quality Score. For example: A year ago I was doing a little experiment. I wanted to see if an aged Google Adwords account outperforms a totally new account that uses an Adwords coupon in terms of ROI for a specific ad. And I was right. Your presentation of the 3 factors to be taken into consideration is priceless. I think it is a must-read for any Google-Adwords user.

    • Ivan Dimitrijevic

      Thanks Julius, I’m glad that you like it. :]

      BTW, you mention very interesting experiment.
      Aged Google Adwords account outperforms a totally new account.
      I’m not so sure about that, but it’s worth some testing. :]

  • Hello
    i read your article i totally agree with your article this post very important for all blogger thanks for the sharing me great tips

    Thanks & Regards

  • Definitely, it’s the relevancy of ads that’s got a vital role to play. Unless your ads are highly relevant to the needs of users, you can never expect a high CTR. Thanks for sharing these useful insights with us.

  • Ivan,

    I work more on the organic search side, but it’s interesting to read some about what’s happening in the world of paid search. I believe any business can benefit from a mix of both. When did Google AdWords add a quality score? It’s great to know they are making quality improvements on all sides of search. As you said, “advertisers, customers as well as Google” get better satisfaction and return with these improvements. Thanks for sharing!

  • pretty nice thing. I land up on the right page. I was looking for this information..

  • Pressa says:

    I don´t know about you guys but I always hold keyword revalence as the best and secure way to do SEO. Sure the other are also relavant, but easiest is to have good keywords relative to ones sites.

  • Jake says:

    I try to use [] for the keyword. When I get higher quality score. Sometimes the traffic is not enough using exact matches it depends on what I am targeting.

  • Hi there! This post couldn’t be written any better! Reading through this post reminds me of my previous room mate! He always kept chatting about this. I will forward this article to him. Pretty sure he will have a good read. Thank you for sharing!

  • I find the relevancy of the ad text and keywords to each other because this gives the blog owner or site owner the higher chance of achieving much better conversion rate. However, I am not really sure how to make this actually possible every time.

  • Tony Hayden says:

    It’s a good job for me. I want to learn it and will try to implement next. So, thanks for your excellent article.

  • Mark Brook

    I am agreed with your blog as with new update of is highly recommended relevancy and quality also now I have also seen many site of my friends which are been blocked by the google penguin update as there links and article for those sites was not relevant.
    Thank you for this nice sharing.

  • Aakash says:

    Hello Ivan,
    Nice posting! You have shared interesting and informative points to PPC campaign. It is very effective to getting the High PR. Thanks for sharing this article!

  • Lenin Lema says:

    Hope a lot of people get to read this, some good points here! Ads are highly relevant to the needs of users aren’t they.

  • Marbella says:

    Hi Ivan,
    Unfortunately, it is all right what you write. Google working harder and harder so that companies will buy ads instead of hiring SEO companies that make good SEO job with the website and get good ranking in serp.

  • biobank says:

    Hi there! This post couldn’t be written any better! Reading through this post reminds me of my previous room mate! he always kept chatting about this. I will forward this page to him. Pretty sure he will have a good read. thanks for sharing!

  • During my studies I have learnt a lot about Google, the Filter bubble effect and so on, but this article gave me a lot. Useful and brief.

  • Abhishek says:

    landing page design plays a very critical role, I completely agree with this. I am more focused towards link building but found your article really good as I am trying to focus more on adwords given the increased importance google is giving to it.

  • Really Google is my first choice and i think, also for all. And it is famous in the Internet world.

  • Jason says:

    I’m starting a PPC campaign later this month. I’m just a newbie and I need expert tips like this blog post. Thanks for all that. I guess it’s really important to please Google. 😀

  • I work more on the organic search side, but it’s interesting to read some about what’s happening in our years of paid search. I believe any business can benefit from a mix of both. When did search engine AdWords add a quality score? It’s so nice to know they are making quality improvements on all sides of search. as you said, “advertisers, business partners as well as search engine” get better satisfaction and return with these improvements. thanks a million for sharing!

  • Sylvia says:

    very interesting article you got there. I actually stopped using Google Adwords because i felt like they are just taking the Money without any results, but after reading this i think I will give it another go.
    Thank you and keep up the great work.

  • Himadri says:

    Nice article.I was searching exactly this kind of information in the web.

  • Sandro says:

    Great article! I just got into PPC and I’m still kind of struggling, but your article really gave a boost into the right direction. Anyone got tips about this “Above the fold thing” Should my CTA really be above the fold?