Understanding Quality Score and Its Impact on PPC Campaigns
If you’re trying to master Pay-per-Click (PPC) advertising, you need a solid understanding of Quality Score. After all, it affects your ad’s placement and the cost you pay per click. Thus, knowing how to optimise it can lead to better-performing campaigns. To help you get started, below is a quick guide reputable advertising agencies use for effective PPC marketing in Sydney.
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What is a Quality Score?
Quality Score is a metric used by PPC platforms. It measures the quality and relevance of your keywords and ads compared to competitors. Additionally, it also directly impacts your ad’s rank and Cost Per Click (CPC).
Quality score is measured on a scale from 1-10, where 10 is the highest score. To improve your ad’s quality score, a PPC company in Sydney considers the following factors when creating your campaigns:
- Expected Click-Through Rate (CTR). The estimate of the likelihood of users to click on your ad.
- Ad Relevance. Measures how closely your ad matches user intent behind their search query.
- Landing Page Experience. Assesses the quality and relevance of the landing page the audience is directed to after clicking your ad.
How Quality Score is Calculated?
Quality score is calculated based on the performance of the mentioned factors above. PPC platforms evaluate each component with the following status:
- Above average
- Average
- Below average
The exact formula for calculating quality score isn’t known, but it’s based on the factors mentioned above. PPC platforms compare your ads with competitors who bid on the same keyword. If you wish to improve your ad’s score, we’ll discuss strategies that reputable PPC marketing companies in Sydney implement below.
Strategies to Improve Quality Score
Improving quality scores can help your ads get better positions and lower CPC. Here are tips a trusted PPC agency in Sydney implements for successful campaigns:
Improving Expected CTR
PPC management services in Sydney can help improve your ad’s CTR by crafting compelling copy. They can use engaging headlines to grab your audience’s attention. It’s also a good idea to keep your copy concise to allow users to get its gist quickly.
Enhancing Ad Relevance
One way to enhance ad relevance is to create ad copy that aligns with your keywords. If you’re promoting your business locally, you can use keywords that include your location. Your copy should also match your target audience’s search intent. Additionally, use clear and concise language that highlights the benefits of your products or services.
Optimising Landing Pages
Ensuring your landing page provides a great User Experience (UX) can help improve your quality score. Make sure to align its content with your ads for consistency. Also, don’t forget to include a prominent and clear Call-to-Action (CTA) to guide users toward desired actions.
Build a Better Quality Score with a Trusted PPC Company
Understanding how quality scores for PPC advertising work can help you create successful campaigns. After all, they affect your ad’s visibility and CPC. For best results, focus on your ad’s expected CTR, ad relevance, and landing page experience.
Working with a company that specialises in PPC marketing in Sydney, like PPC Land, can help ensure your ads get a high-quality score. We implement data-driven marketing to help you achieve better and higher revenue success. For more information, contact us today!
