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This is the second post in the Quality Score series and covers probably the most important issue, in my opinion.
Once you are aware of the benefits of having keywords with high Quality Scores, you should have no problem with making the changes required to improve your scores.
If you are unsure of the background of the Quality Score, please refer back to the first post in this series – What is Quality Score?
Benefit One – Reduced Spend
Keywords with a high Quality Score will benefit from not having to pay as much as advertisers with a lower Quality Score for each click. Even though in some instances, the amount saved will only be minimal for each keyword, if you were to be able to add up each of these individual savings you would be surprised at how much this could amount too.
Unfortunately, Google doesn’t inform advertisers how much they are saving on each click, so doing the actual maths is not possible. You will be able to see the difference yourself by taking a keyword with a low Quality Score and improving it to a high one.
Benefit Two – Higher Ranking Position
Google takes many factors into consideration when giving a keyword its Score but the bulk of the scoring is based around ‘relevance’.
Keywords with a higher Quality Score are deemed relevant by Google and Google like their users to see results that are relevant to their search. Therefore the higher the Quality Score, the higher you should see your ads appear within the search results.
So there you have it, the two big incentives for improving your Quality Score are Reduced Spend and Higher Rankings.
To summarise, a good Quality Score means that your ads will cost you less and the chances of them being clicked on will improve. A poor Quality Score will cost you more and you will get less people clicking on your ads.
For Ways to Improve Quality Score, stay tuned for my next post!