ABC’s of Google Quality score and its Engineering Behind it
ABC's of Google Quality score and its Engineering Behind it
What if you have a website and saved some money to spend for google adwords PPC (pay per click) ad campaign. And if you are planning to spend least amount of money for every keywords that you want sponsor and get most clicks possible then you need to understand how google decided your keywords pricing. How much an advertising will pay for his/her keyword depends on something called Quality Score that google assign to your keyword.
Google computes a quality score for each of its keywords in order to provide a higher user experience after a click through to the site. The quality score is then used to calculate the minimum bid prices, which in turns affects the rank of the ad, given a typical advertiser budget constraint. Even though the exact algorithm for computing Google quality score is not found yet, we can approximate it based on what google said and what others experienced. The Quality Score is a product of the following:
- Current Keyword Click Through Rate
- Historical keyword performance
- Applicability of the keywords to the ad
- Layout of the landing page
- Other relevancy factors
The Click Through Rate or CTR:
It is the ratio of the number of times your ad is clicked by the number of times your ad was displayed. Click through rate is one of the dominant factors in QS and made almost real time. Also it could be both good and bad for you. If you have a high CTR or click through rate then you will pay less per click and if you have a lot CTR or click through rate then you will pay higher per click. You will pay google almost same amount of money but you will loose since less CTR will cost high price and will allow you less customers to sell.
Historical Click Through Rate or HCTR:
Its also based on CTR (Click through rate) but over a the life of that keyword. Historical keyword performance refers to how that particular keyword has trended in all Google campaigns everywhere over time. In this case Google looks at whether this keyword gets a good click through rate or not, whether its bid on by a larger number of people or not and how long it takes for an average folk to click on it. One others words, you do not have any effect on this section, this is purely from google profitability standpoint.
Relevance of Keywords to ads or RKA:
Relevance of your ad text means that whether Google find your keywords within the text of your ad of not, which is also called “keyword-to-ad-text-match. In others words, more keywords you will use in your ad, the higher will be your ads relevance.
Landing Page Quality or LPQ:
This is also a crucial part of the google Quality Score. Google wants to have its user a good web experience and to provide that your landing page layout and content needs to be rich is offerings. Sparse landing page will cost your more money and in the same token, you will pay less money per click if you have good landing page. Simple showing a product and only the price without any description or reviews will hurt your Quality Score.
Other Relevancy factors or ORF:
Not everything is for everyone. I think keeping that in mind; Google uses some other measurement to calculate your/my ads quality score, which is not released for public. My best educated guess will be (from Google profitably stand point), this score has to do something with customer appreciation. Example will be: how much you spend with google every month, how many keywords that you bid for, how long you are working with google etc. Keep in mind everyone like customers who has a lot of money and I strongly think that Other Relevancy factors plays a big role in that.
And now this is approximately all that you need to know to get you started with your Pay per Click adventure with Google.
Filed Under: Blogging • Make Money Online • Search Engine Optimization
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