he three main goals of Google's Quality Score (and any search engine's ranking algorithm) are to:
Develop consumer loyalty by only displaying high-quality advertisements directly related to the search query.
Maximize search engine revenues by making sure that every search result page displays the most relevant and attractive sponsored links.
Reduce non-profitable clicks for the advertiser by offering controls to only display advertisements to customers interested in your products.
The QS determines the ad rank and the actual Cost-per-Click (CPC). An excellent Quality Score (QS) allow the advertiser to be displayed above its competitors, for a lower CPC.
While the exact components used to calculate Quality Score (QS) are not public knowledge, it is known that the QS index mainly relies on:
Click-Through-Rate (CTR)
Ad relevance (ad matches precisely with the query)
Advertiser's history (the QS the account has had in the past)
By heavily relying on CTR, the search engines have a clear gauge of consumer interest. The more consumer interest (read: clicks) an ad receives, the more relevant the search engine deems it; the more relevant an advertiser, the more money the search engine receives - which makes that advertiser profitable. This profitability is the driving force of QS.
The Search Engine Marketing (SEM) climate is ever-changing; with new advertisers joining in the masses and existing advertisers adding more keywords, the SEM marketplace continues to grow. For these reasons, the search engines need a way to gauge the risk involved in new keywords from existing advertisers and in new advertisers. To do so, other factors are also considered, such as ad relevance, landing page quality, and an advertiser's history. By taking other factors into consideration, the search engine has a way to "pre-measure" the revenue potential a keyword and ad have for the engine. After all, one of the main goals of QS is to maximize the search engine's revenues.
Unlike most advertisers focused on bids, eSearchVision has experienced great results when focusing first on Quality Score. The days of "paying your way" to a high ad rank are long gone, and we now live in a world where relevancy is key.
Basic techniques to improve relevancy include ad copy testing, landing page testing, and negative keyword management. With an advanced solution, like the eSearchVision platform, advertisers can take this process to an even higher level. Our proprietary tracking, advanced reporting, and automated analysis tools provide the ability for sophisticated optimization techniques such as:
Match Type Control: Our exclusive reporting allows unique match type analysis to ensure that traffic is brought in at the lowest Cost-per-Click (CPC) possible.
Top Keyword Isolation & Long Tail Management: Our catalog management feature adds additional layers to the search engines "Campaign-Adgroup-Keyword" structure, providing ultimate flexibility in organizing a campaign for maximized ease of use and efficiency.
Environmental Control: Our automated analysis tool identifies and qualifies every referrer on the search engine content networks for advanced traffic discrimination.
Budget Controls: Our comprehensive reporting suite makes it easy to asses and allocate budgets across search engines, networks, and keywords, to run the most cost effective campaigns possible.
Achieving optimal results takes more than making the right bids; it also takes understanding the importance of managing Quality Score. eSearchVision merges these two fundamental ideas together to provide the most innovative technology on the market.
Achieving optimal results takes more than making the right bids; it also takes understanding the importance of managing Quality Score (QS). An advertiser can make optimizations that will increase their QS and decrease their Cost-per-Clicks (CPCs), while still finding the sweet spot on a Search Engine Results Page (SERP). Instead of increasing bids to achieve this spot, an increased effort in smart QS optimizations will ensure an advertiser runs the most cost-effective campaigns possible.
In the end, it is important to effectively manage bids with efficient processes to increase the time available for advanced optimizations that will increase QS. Whether working as a full-service agency or when developing our campaign management solution, eSearchVision merges these two fundamental ideas together to provide the highest quality service and most innovative technology on the market.
he three main goals of Google's Quality Score (and any search engine's ranking algorithm) are to:
