Hi, Mike Mancini with PPC Video Training.com. In this video we are talking about
Google Quality Score. What is it? How does it work? And how does it affect my
campaign? We're gonna go through all that right here in just a minute... stay tuned.
Alright, so when we're looking at Google quality scores, what it is, is the score
from one to ten. One being the worst and ten being the best. You can see it if you
go into your campaign and click all the way down to the keyword level. So you
would click on the campaign that you're working on and then click on keywords.
These are the headings that we have highlighted. If you don't see these go up
to columns, modify columns, and you can go down to
quality score and click on that and then just makes sure quality score is checked and
click on apply. As you can see here are our quality scores now these top four,
top five keywords all have a ten out of ten quality score which is obviously
what we're going for now this is once below that have nines and those are fine
as well so let's look at why that is and what that has to do with our campaign as
a whole so your quality score is a rating of the quality and the relevance
of your keywords as well as your ads and there are a number of factors that go in
to this quality score one is your click-through rate how often are your
ads getting clicked on when somebody types in a keyword the higher the better
obviously number two the relevance of each keyword
to its ad group so as you can see we have this keyword hottub moving company
in an ad group titled hot tub moving all of the keywords in this ad group have to
do with hot tub moving down below that a spa repair all of the keywords in this
ad group have to do a spa repair thirdly the ads in this ad group how relevant
are they to our keyword so in the hot tub moving ad group are we talking about
spa repair are we talking about moving are we talking about hot tub repair
Jacuzzi repair what are we talking about all of our ads are very tightly knit to
the group that there in let's take a look at the NAD in this
hot tub moving category hot tub moving service need to move your hot tub expert
hot tub movers so you can see our keyword is in their hot tub moving hot
tub moving again and both of these ads are very very relevant to people who are
searching for that keyword these ads are speaking right to them also where when
somebody clicks on one of those ads where are we sending those people if
they're looking for a hot tub mover and we send them to spa repair that's
probably not very targeted and they're gonna click the back button very quickly
google measures that and they're taking a look at all right if a lot of people
are clicking that back button then obviously this landing page is not very
relevant but the spiders at Google sends out also will scan that page and find
out how relevant it is based on the keywords so if somebody clicks on an ad
for hot tub moving is that text somewhere in that landing page is the
text on that landing page relevant to our ad and relevant to our keywords so
all of those will go into your quality score now what is the benefit of having
a great quality score it's right here the cost per click google loves it when
your ads are relevant when your keywords are bringing the right traffic they want
people to find what they're looking for the more relevant it is the more
conversions your ads get the more traffic that you pull in and turn into
conversions Google's going to give you a higher quality score what that does is
then it's gonna drive your cost per click down so I want you to take a look
this is a cost per click of 3:48 we have it set at we're paying an average of two
dollars and ninety two cents here's another one
sixty-seven cents we're paying an average of thirty three cents
here's a good one three dollars and 53 cents we have bid up to we're paying an
average of a dollar eighty five because our quality scores are very good but I
want you to keep one thing in mind these quality scores are strictly a guideline
here's a good example hot tub service we're paying an average
of $1 75 a click here but we have 15 conversions for a cost of $1 87 a
conversion the Quality Score on this one is only a seven so it's used as a
guideline I don't know how much we can get much
better than dollar 87 a conversion we are always still trying to work that
down but we have a great click-through rate our conversion rate is through the
roof so once again this is a guideline another thing to keep an eye on is you
see this one is rarely shown due to a low quality score because it is 2 out of
10 that could mean that the ad isn't very relevant it could be mean that
we're sending the ads to a landing page it's not really relevant what I will
usually do when I see this is I will go in I will pause that keyword or I will
fix it immediately now some people will say well what's a quality score that you
absolutely have to fix if I usually see anything under 6 I will go in and I will
either pause it for the time being and change it later or change it right away
anything under a 5 will automatically take and pause right then and then fix
it as we go because what that will do is these low quality scores will bring the
overall score of your campaign down so we're gonna go ahead and we're gonna
pause that now how do these quality scores affect your cost this is a little
graphic provided by word stream comm and it shows you right here the Google
benchmark is a 5 but if you get into 6 you're decreasing your cost per click by
an average of 16% if you get it up to a 10 you're decreasing your cost per click
by 50% but below that number five mark you start increasing it up to 400% so
it's always worth it to take some time take a look here your quality score see
where you're at because in the end the better scores you have the cheaper it's
gonna be and we've had it to the point where we have literally increased our
clicks by more than a hundred percent using the same budget because we have
either weeded the bad Quality Score keywords out or we have
fixed the lower performing ones to bring those scores up and remember you don't
always have to get it up to a ten to make sure it's the absolute best some
people will get really stuck on that and try to get the best quality score
possible which is great but once again when we're getting conversions for a
dollar eighty seven we're quite okay with that now are we always trying to
improve this sure but I'm not gonna let this worry me too much when I'm seeing
numbers like this in conversion rates of 93 percent all right
hope that helps we'll see you in the next video thanks so much for watching
if you enjoyed it please like or subscribe to our channel or share a
video with someone who might find it interesting
or if you knowif someone who's in need of PPC or Google ad services please
forward our information to them we'd love to help thanks for watching