3 Factors for PPC Quality Scores
Quality scores have been debated for years, as people wondered if Google checked the overall quality of a site, using that information in search rankings. This does happen, but quality scores are not just used for websites and rankings. They can also be applied to Pay Per Click Ads. These scores are created by looking at three key factors in each ad. The score that Google assigns to your ad can impact how visible it is and what type of traffic you get from it, so maximizing this score is important.
To get started, let’s take a look at the 3 different ranking factors.
The Experience Users Have on Your Landing Page
The landing page that you build for your ad needs to be useful to the reader. Someone who clicks the ad should find relevant information. It should be fairly easy to navigate. In essence, Google wants to make sure that your landing page is aligned with your PPC ad and that the user actually gets what they’re looking for. This works to prevent ads from being confusing, misleading or even fraudulent.
The Ad’s Relevance to the Search Terms
As noted, the landing page needs to be relevant and connect to the ad itself, but Google also wants to ensure that the ad is relevant to the search terms entered by the user. Ads should not be for vastly different products and services. Google doesn’t want ad creators gaming the system with keywords just to get traffic. They want to focus on the user experience and make sure that the right traffic is driven through the ad.
The Click-Through Rate
Finally, Google considers the click-through rate (CTR) that they expect your ad to get. Some ads are simply more likely to get clicks, and it benefits both parties to determine when this is likely to happen. Google is looking for high-quality content that is likely to be clicked on frequently because, of course, they’re only getting paid for those clicks. But this also benefits you because it means you get a high ROI on those ads, with higher levels of relevant traffic.
Setting It Up
If you’re interested in Google rankings, pay-per-click ads and other options to increase your site’s exposure and traffic, contact us today at Content Customs!
