Understand the Google quality score and maximise it
Written by Chris Barling
Thursday, 07 July 2011 00:00
Google and other search engines calculate a “quality score” for your adverts and this (along with the amount that you bid) determines the order in which ads appear. In other words, a good quality score can enable you to achieve the same results with less money. Google does not divulge its precise calculation, but does take the following factors into account to calculate the score: the extent to which the search terms match your advert; the same with the URL and the content of the landing page the searcher will click through to; the percentage of people who click on your advert after seeing it (the click through rate or CTR). The CTR is the most important of these and Google takes into account the ad position as higher positions naturally get higher CTRs.