Your Quality Score is the type of tool that will provide you with a huge amount of valuable data that you just won’t find anywhere else. However, it’s always important to understand that NOT every metric you now have in front of you will necessarily be relevant to what you’re trying to accomplish. Improving the overall health and effectiveness of your campaign ultimately requires you to know WHICH Quality Score metrics are the ones that you should be paying attention to and which are ones that have no affect on your overall Quality Score.
Quality Score Metrics That Matter
- Expected CTR. This is a very straightforward measurement of how likely it is that someone will click on your ad when it is displayed during a search for a particular keyword. This is essentially the “be all, end all” Quality Score metric and one that you should be focused on driving as high as it will go at all times.
- Ad Relevance. This is a measurement of how closely your particular ad matches what the user was searching for in the first place. This ties directly into your expected CTR rate.
- Landing Page Experience. This will give you an idea of how “successful” your landing page is in terms of how relevant the content is, how easy the page itself is to use and navigate, transparency and more.
Quality Score Metrics You Should Really Consider
These metrics aren’t necessarily as important as the ones we just listed but are still ones that you should carefully consider anyway.
- Relevance to User Intentions. This will tell you how likely it is that your ads (and your site in general) will actually help users complete the job that they’re trying to do in the first place. The higher this climbs, the higher your ad quality will climb as a result.
- Newly Launched Keywords and Performance on Related Keywords. This helps present new keywords from being measured from scratch and instead compares them against historical data relating to similar ads, landing pages and more.
Quality Score Metrics That DO NOT Matter
We’re not saying that these metrics don’t provide you with valuable information. We’re just saying that these metrics, currently available within AdWords and Bing, don’t actually affect your Quality Score in any way that you need to be concerned with.
- User Devices. Whether your users are on an iPhone 6 or an iPhone 6 Plus doesn’t directly affect your Quality Score. However, the larger idea of user devices is closely considered when determining whether or not your website is mobile friendly.
- Running Your Ads in Other Networks. If you’re using your AdWords account to target Google’s search partners or even the Google Display Network, this ultimately won’t affect the quality of your ads on Google.com in any appreciable way.
- Ad Placement. While it’s true that position does play a big role in CTR, having a high position does NOT guarantee that your ad is going to perform well. Because of this, you really don’t need to go out of your way to bid for higher positions if you’re JUST concerned with increasing your Quality Score.
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