Pay the most money and you can get your text-only ad to be number one on Google, right? WRONG! The Google AdWords system is far more complicated than that. A good “Quality Score” gives an edge to advertisers, even if they aren’t the highest bidder. This is at the core of what we do as search marketers, and helps us shave of those extra pennies from our CPAs or CPLs.
For years however, we have been in the dark about exactly how Google calculates and ultimately distributes quality scores. We’ve been fed snippets, here and there, of what we can do that “may help” improve our ratings – but never any solid guidelines of rights and wrongs.
As part of the How Search Works interactive infographic that was launched this week, Google have decided to publish their search quality rating guidelines publicly to the world. As you may or may not know, the document has been leaked back in 2008 & 2012, when finally they said they were considering going public with it. Now, they have.
It’s a bit of a large chunk of info, but gives some vital insight (for digital marketers anyway) on how to maintain and improve quality scoring within Adwords accounts. Happy bedtime reading!
