Search Engine Marketing
Mention Google AdWords' quality score or Yahoo Search Marketing's Quality Index and everyone knows from best practices that increasing this magic and sacred number is not only beneficial for your Search Engine Results Page (SERPs) rankings, but could also lead to significant savings as well. But just how much savings would that be? And would it be worth dedicating your efforts to increasing it, or would it be more worthwhile to invest in other aspects of your account?
Ideally, you’ll want your keywords to have a quality score of 7 or higher, so anything with a score of 6 or below would be considered low. Find out what percentage of your keywords have a score of 7 or higher and which have a score of 6 or lower. Then, visualize this information in a pie chart where 7 or higher is “relevant” and 6 or lower is “irrelevant.”
Continue creating this chart on a regular basis to see whether you’re becoming more or less relevant. It’s a great way of visualizing the changes in your account and really simplifies the concept of quality score in a “black or white” kind of way.
Understanding whether you’re relevant is great. But even greater is finding out how much your “irrelevance” is actually costing you. I absolutely love this chart from ClickEquations, where you can see the impact of quality score on your Cost Per Click:
You’ll notice that at a quality score of 7, there is neither a discount nor a penalty. Discounts start above 7 and penalties, or CPC increases, start at 6 and below.
Notice the dramatic difference in increase between QS 4 (75 percent) and QS 3 (133.3 percent). Or even more dramatic, the increase from QS 2 (250 percent) to QS 1 (600 percent).
So what we’re seeing here is that you would get the highest impact from focusing on increasing the quality scores of 6 or below. Please note that this doesn’t mean you should ignore anything above 7. But you should start by getting those low quality scores to a healthy level first, so that at the very least you aren't being penalized.
Here’s a list of 6 tips that could help you optimize and increase your quality score:
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