In May, AdWords made a fairly long awaited change within the interface as to how the quality score can be viewed and reported on.
This is great news as the quality score plays an important part in determining the cost-per-click (CPC) that an advertiser pays whenever anyone clicks their ads.
As an agency, we love this update as now we can view the historic quality score and understand how it has changed over a given time range. Even better, we can also understand why the quality score has changed by examining the historical performance of the core elements that make up the quality score:
- Ad relevance
- Landing page experience
- Expected click-through rate
The benefits of the above change have already proven useful here at Jellyfish. We’ve recently noticed that with one of our clients a number of similarly themed keywords had dropped in quality score from 3 to 1.
Using these newly available columns within AdWords, we were able to pinpoint when it started to drop and why. In this case, our landing page experience had dropped from average to below average.
This gave grounds for the Jellyfish PPC team to suggest we look at testing different landing page variations across these terms with the intention of improving the quality score and lowering CPCs.
We’ve seen the following improvements;
- Quality score increasing back up to 2 from 1
- An increase in conversion rate of 33%
- A decrease in CPA of -25%
- CPC has decreased -13%
The quality score is an important metric as a better quality score results in more efficient CPCs.
It also highlights areas within accounts which may require improvement (i.e., ad copy and landing page testing).
The Jellyfish PPC team will continue to factor quality score checks into their PPC plans to help better our clients’ accounts, and given the benefits we’ve already seen, we highly recommend you do, too.
For further info please see http://searchengineland.com/google-adwords-quality-score-reporting-improvements-275010.