Google AdSense is a pay-per-click (PPC) advertising solution, and it is one of the most popular PPC services on the Internet. One of the reasons that AdSense has an edge over other PPC systems is that it provides its users with quality scores for their ad campaigns. This allows even novice users the ability to create campaigns that will drive targeted traffic to their websites, helping to increase their conversion rates. However, it is important to understand how the AdSense ranking system works to get the most benefits out of it.
What the Quality Score Affects
In addition to providing valuable information to webmasters and Internet marketers about the likely success of PPC campaigns, AdSense quality scores also affect the price and the positioning of PPC ads. Ads with higher quality scores are most likely to have a better click-through rate and are more likely to drive traffic to a website. Additionally, since Google perceives these ads to have better content or relevance, they are given better and more prominent positioning. Further, PPC ads that score well will also benefit from lower click-through costs, providing the best return on investment possible.
How Quality Scores are Calculated
To improve the quality scores of ads, webmasters and marketers need to understand how the ranking system works. Ads are given scores between 1 and 10, with 10 being the best. There are a number of factors that go into a quality score, but the heaviest weighted are the expected click-through rate (CTR), actual CTR and landing page relevance. The first thing that is looked at when an ad is submitted is the expected CTR based on historical data and AdSense trends, which are gathered from an algorithm that is consistently updated. Since the expected CTR is based on an ongoing data stream, expected CTR ratings may vary from day to day.
The next portion of the quality score is based on an ad’s actual CTR. This may be different from the expected CTR, but due to the nature of the AdSense algorithm, these numbers are usually close. Landing page relevance is determined by looking at the keyword selection, ad content and landing page. If a landing page does not focus on the content of the ads and keywords, it is likely that a landing pages relevance score will be low, and landing pages with low quality scores often have high bounce rates. Landing pages that focus on keyword associated content will usually do the best.
The Importance of not Only Relying on Quality Scores
While AdSense quality scores can help marketers develop ads with targeted audiences and high CTRs, it is important to note that these ads do not always translate into high conversion rates. Not having an obvious call to action and other land pages issues can still prevent conversions from occurring. This is the reason individuals should use quality scores as a starting point for an ad campaign and do extensive testing before fully launching a marketing initiative. While targeted traffic is important, the goal of PPC ads is to generate revenue and improve conversion rates. Therefore, is important that people limit daily CTRs and determine conversion rates for the best ROI on AdSense PPC ads.
