I note with interest that Google is now assessing a landing page’s page load time as a contributing factor to its quality score.
Your AdWords campaign’s landing page’s quality score can influence your ad position and even your minimum bid.
In recent times other quality score influencing factors have emerged to become a quite sophisticated indicator of Google’s interpretation of the quality of your paid search campaign.
Google AdWords Help provides the following insight into how quality score will impact your campaign:
For calculating a keyword’s minimum bid:
- The keyword’s historical click-through rate (CTR) on Google; CTR on the Google Network is not considered
- The relevance of the keyword to the ads in its ad group
- The quality of your landing page
- Your account history, which is measured by the CTR of all the ads and keywords in your account
- Other relevance factors
For calculating a keyword-targeted ad’s position on a search result page:
- The historical CTR of the ad and of the matched keyword on Google; CTR on the Google Network is not considered
- The relevance of the keyword and ad to the search query
- Your account history, which is measured by the CTR of all the ads and keywords in your account
- Other relevance factors
For calculating a keyword-targeted ad’s eligibility to appear on a particular content site, as well as the ad’s position on that site:
- The ad’s past performance on this and similar sites
- The relevance of the ads and keywords in the ad group to the site
- The quality of your landing page
- Other relevance factors
For determining if a placement-targeted ad will appear on a particular site:
- The quality of your landing page
While Quality score is emerging as a key factor in the effectiveness of your AdWords paid search campaign, importantly so is a cohesive relationship between paid and organic search marketing.
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