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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!
In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.