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Lucy Griffiths

AdWords Quality Score and the Performance of Your Website

11th Dec 2008 Paid Search, Google AdWords 2 minutes to read


You have a well designed website with great content and you’ve decided to use paid search to increase the flow of quality traffic to it. You’ve created an AdWords advertising campaign in an attempt to get the most out of your website, but there’s an important factor when using AdWords that you need to consider.

Google AdWords try to present ads by relevance and quality. To ensure this, one of the things they do is to make an assessment of the ad and your website and give an AdWords quality score.

Google Adwords Quality Score

Google Adwords Quality Score

What kind of things affects the AdWords quality score?

  • The Click through Rate (CTR) of the keywords in your ad
  • The past performance of the CTR to the URL in your ad
  • The relevance of the keywords in your ad
  • The relevance of the keywords to the ad and the search query
  • The quality and performance of your landing page

The quality and performance of your landing page is a vital factor in Google AdWords determining your quality score. The benefits of having a good quality score are:

  • AdWords decreases your CPC rate
  • AdWords improves your ranking position

This means that your ads will cost less and your chances of being clicked on will improve. Without a good quality score, it will cost you more to get people to visit your site and there’s less chance of them finding you if your ad has a low ranking position.

So what can you do to improve the performance of your website and attain a better Google AdWords quality score?

  • Ensure your site contains relevant and quality, original content
  • Improve site speed
  • Improve server speed

Your website’s content always needs to be fresh, original and well written. This shouldn’t be new to you; content is king and always had been. Google assesses the quality, originality and relevance of your content against the ads you place. One final thing on content-relationship to ads, if you want a good quality score, it helps if the keywords in your ads appear on your website. That might seem obvious, but many people forget to do this.

Your site speed is also essential, slow loading pages will kill your quality score and put off human visitors alike. If your pages are full of heavy graphics files, slow loading Java Script or CSS feeds, you will damage your quality score. Strip back everything non-essential from your website landing page; keep it simple and to the point, your search engine and human visitors will appreciate it.

Likewise, if you’ve hosted your website on cheap, slow servers with a budget web hosting company, your quality score may also be badly affected. If your hosting service is providing you with poor server speeds, it’s time that you moved your site to a new host.

Remember, by making web pages that load quicker, you will save money on you AdWords campaign, and more people will stay longer on your website, increasing the chances of converting them from visitors to buyers.

Further Reading:

Improve Your Landing Page Quality Score, Save Money!

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Lucy Griffiths
About the author

Lucy Griffiths

Lucy is an Internet Search Specialist focusing and working with clients on Search Engine Optimisation (SEO) and Pay-Per-Click (PPC) strategies.

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