If you are a long-time reader of this blog, you know my penchant for audio-video linkage, AKA “See dog-Say Dog” effect. Little did I know that this very concept is the same for Google AdWords Quality Scores.
Quality Score is downplayed by Google. “Give users what they need, and a great Quality Score should follow,” says Google in its AdWords guide. However, Quality Scores are critically important and can impact your rank and how much you pay for a given search term.
The key to a solid Quality Score is relevancy–and that is the “see dog, say dog” moment. Making a strong connection between the queries and what you deliver is critically important for algorithms and people. Ads and the sites that help users gather relevant information or help them navigate with ease (on a landing page) will receive high Quality Scores. In other words, your ad and the connecting landing page must match and provide a clear navigation from click to conversion. It’s the linkage between what you’ve promised in your ad and what you deliver on the landing page.
Quality Scores are not the holy grail of AdWords, but they do tell you how healthy your search campaign is and how optimized your campaign is. The key to a strong Quality Score according to Google is, “Be relevant, be compelling and drive traffic to landing pages that deliver on what you promise in your ad, and you can feel confident your score should reflect that quality.”