Tips: Search Engine Marketing – AdWords Quality Score


Most Internet marketers believe that there is only one type of Quality Score in AdWords. But in fact there are three types of quality scores that are considered.

Search Network Quality Score
Quality Score for Google and the search partners network, depends upon following factors:

  • the historical clickthrough rate (CTR) of the keyword and the matched ad on Google and Google Network
  • your account history measured by the CTR of all the ads and keywords and the historical CTR of the display URLs in the ad group
  • the quality of your landing page
  • the relevance of the keyword to the ads in its ad group
  • the relevance of the keyword and the matched ad to the search query etc.

Display Network Quality ScoreCalculated separately for both automatic placements and managed placements, depends upon following factors:

  • the ad’s past performance on this and similar sites
  • the relevance of the ads and keywords in the ad group to the site
  • the quality of your landing page
  • other relevant factors

Landing Page Quality Score
The landing page quality score depends upon relevant and original content, transparency in nature of business, how your site interacts with business and privacy issues, navigability i.e. providing good customer experience and making it easy for users to find the information they’re seeking.

Common Mistake

Its a common error among marketers and small business owners who manage their own Adwords campaign that the “Quality Score” is associated with just the keywords only. The Quality Score is also considers the data at the account level, and the advertisement levels.

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