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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?

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. These keywords 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.

Your quality score is a rating of the quality and the relevance of your keywords as well as your ads. There are a number of factors that go in to this quality score.

One is your click-through rate. How often are your ads are 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. As you can see we have this keyword “hot tub 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, spa repair. All of the keywords in this ad group have to do with spa repair.

Third, 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 an ad 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 the ad.  And both of these ads are very relevant to people who are searching for that keyword, these ads are speaking right to them.  Also, 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 going to 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 that 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 and 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 and what that does is it’s going to drive your cost per click down. So, I want you to take a look this is a cost per click of $3.48 that we have it set at. We’re paying an average of $2.92.

Here’s another one $.67. we’re paying an average of $.33.

Here’s a good one, $3.53. We’re paying an average of a $1.85, 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 $1.87 a conversion. We are always still trying to work that down but we have a great click-through rate, and 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 a 2 out of 10. That could mean that the ad isn’t very relevant. That could be mean that we’re sending the ads to a landing page that’s not really relevant.

What I will usually do when I see this is I will go in and I will pause that keyword or I will fix it immediately. Some people will say; “Well, what’s a quality score that you absolutely have to fix?”

If I usually see anything under a 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, I will automatically take and pause right then, and then fix it. Because what that will do is, these low quality scores will bring the overall score of your campaign down.

So we’re going to go ahead and we’re going to pause that now.

How do these quality scores affect your cost?

This is a little graphic provided by WordStream.com and it shows you 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 #5 mark, you start increasing it up to 400%. So, it’s always worth it to take some time.

Take a look at your quality scores and see where you’re at because in the end the better scores you have, the cheaper it’s going to be. 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 $1.87 we’re quite okay with that.

Now, are we always trying to improve this? Sure, but I’m not going to let this worry me too much when I’m seeing numbers like this with conversion rates of 93 percent.

All right, I hope that helps we’ll see you in the next video.