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HOW QUALITY SCORE IS CALCULATED | HOW TO IMPROVE KEYWORD QUALITY SCORE

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WHAT IS PPC?


PPC is the short form of “Pay Per Click” which is a kind of advertising model where advertisers pay for their ads (to the advertising system) only when visitors click on the ads or view the ads for certain number of times or engage with the ads.

For this advertisers set a monthly budget which they can operate manually (manual bidding) or automatically (automatic bidding). Even they can choose the location, select targeted device and even can target customers according to their age, sex and parental status. All these happen with a query or set of phrase called ‘Keywords’.

Let’s assume that we are bidding on targeted keyword PPC Training in Kolkata. One visitor gives this query in Google search and our AD appears on the very top of the search engine result page. At this time if the searcher clicks on my AD, then he/she will be taken to my respective landing page and I have to pay Google a small amount as per click cost.

Now there are so many pros and cons that how my ads will appear on above the fold or top of the ads, how much I have to pay to beat my competitor and how it is calculate.

AdWords PPC is very dynamic and PPC advertising can generate huge traffic and leads very fast. If we implement and manage PPC AD’s carefully, it gives us an outstanding ROI because the visit is worth more than what you pay for it.

HOW PPC WORKS?


AdWords operates on Pay Per Click advertising model which enables advertisers to bid on keywords and pay for each click or impression when someone click on or view the ads. When a search is initiated in the Google query box, Google plunge in the pool of AdWords advertisers and pickup the best winner to appear in the most valued space in the SERP. But it is not so easy. There are many factors like AD Quality, AD Relevancy, Landing Page Experience and others ad formats.

It does not matter whether a website is new to Google or not. All that matters is the Quality Score and AD Rank. Quality Score is a rating of quality and relevancy that Google provided for each keyword. AD Rank is a value used to determine the ad’s positions i.e. whether the ad is qualified to appear in Google SERP or not.

Ad rank is calculated by multiplying Bid with Quality Score.

AD Rank = Bid x Quality Score

How to Calculate AD Rank

Ad rank is calculated each time when a query is generated with related search term. Ad Rank determines whether the ad is eligible to competes and appear in the auction or not. Bid is the amount of money that advertiser or company want to pay for every click / impression. Here one thing is worth mentioning that higher bid amount never guarantee higher AD Rank or better AD position. Let’s explore a scenario:

How to Calculate Quality Score

Here Mr. A has bid highest Rs. 100 and Mr. D has bid lowest 70. So primarily it may appear that as Mr. A has bid highest, his AD will rank top or 1st position of the SERP. But while looking at the other factors, we see that the Quality Score of Mr A is 2 among 10 while Mr C has highest Quality Score i.e. 6 out of 10. And the AD Rank respectively is:

Mr A (100 x 2) = 200
Mr B (90 x 5) = 450
Mr C (80 x 6) = 480
Mr D (70 x 4) = 280

So, it is clear that AD of Mr C will appear top of search result page because his AD Rank is highest (480) though he is bidding only Rs 80 per click which is much lesser than Mr A - the top bidder. Above all, the most amazing fact is that the AD of Mr A may not appear in the 1st page of Google Search or in anay page though he is bidding highest because his AD rank is lowest than of others.

Here one question may appear that "What would be the bidding amount for Mr C"?

Well, AdWords always charge a little higher amount than the next bidder i.e. a little more that need to beat your competitor to appear on result page. Here as per above scenario Mr C is winning the best AD position with a maximum bid amount of Rs. 80. So he may have to pay Rs. 71 or 71.50 which are a little higher than his next bidder Mr. D who has bidding amount of Rs 70.

NOTE: Rs 80 is the maximum bid amount for Mr C that he is willing to pay to AdWords when anybody clicks on his Ads. But actually he has to pay Rs 71/71.50 to AdWords as his next competitor (Mr D) is bidding Rs 70/- because Google charge on CPC bid only that much of money that required beating his/her next competitor.

What are the most important lessons you have learned here?

Quality Score is the main game changer in CPC bid strategy. Advertisers must focus to increase the Quality Score of the keywords. There is a misconception that Google provides Quality Score on Campaign or Ad Group etc. But this is all myth. Google provide Quality Score only on Keywords - so it is called Keyword Quality Score.

HOW CAN WE INCREASE THE QUALITY SCORE?


Quality Score is a value with a range of 0 to 10 provided by Google, Yahoo and Bing that influence both AD Rank and CPC of any AD. Higher Quality Score let you achieve higher AD Rank at lower cost. Quality Score depends on some factors like CTR (Click through Rate), AD Relevancy and Landing Page Quality. Apart from this there are other factors like page loading time, geographical location which plays crucial role in measuring Quality Score.

WHAT IS CTR
CTR or Click Through Rate is one of the most important factors of Search Engine Marketing (SEM). CTR is the percentage of audience who click on the ad link, or view a advertised page or email after seeing the ads. CTR measures the success or effectiveness of any AD campaign or Email campaign.

HOW TO MEASURE CTR
In mathematical terms CTR = No of Clicks / No of Impression. If you have 20 clicks for your ads and 1000 people view your ads (impression), your CTR will be -


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HOW TO INCREASE CTR

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  • Include benefit – Only Fresh Vegetable @Your Doorstep
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  • Use Ad Extensions – callout/location/review/site link/extended site link/message
  • Include Negative Keywords – free, cheap, review
  • Use First Later in Caps – Travel agent in Kolkata
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HOW TO INCREASE AD RELEVANCY

  • Ad should be relevant with Ad Copy
  • Use Ad Extensions
  • Use DKI (Dynamic Keyword Insertion)
  • Name Ad Group related to the Ad Copy
  • Include Keyword in Display URL

HOW TO INCREASE LANDING PAGE EXPERIENCE

  • Perform A/B testing
  • Optimize landing page URL with keywords
  • Optimize Meta Title and Description
  • Use Header Tag (H1) with keywords
  • Use optimized unique Ad Copy
  • Use business phone no in top of page
  • Incorporate live chat option
  • Include business form at the top of the page
  • Include tracking code
  • Perform a page load speed


Friends, it’s clear that PPC is very effective way to get your business to the targeted audience. What the main factor in this business is that here money matter, a hell lot of money. Big companies spend thousands of dollars or rupees to be in top position, especially in the above the fold.

That’s why you have to learn PPC. Join Froggyleap, the best PPC Training Institute in Kolkata with Google certified PPC Trainer. Here you will be provided PPC Training on live projects in search & display network. Join PPC Course in Kolkata and be a certified PPC Professionals to boost your career in the field of PPC Advertising, Digital Advertising in Kolkata.

PPC Course Kolkata


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