If you are advertising on Google it is a good idea to pay close attention to the quality scores (QS) within your account. Within Google AdWords, quality is scored numerically from one to ten and is an approximation of how Google expects certain keywords to perform.
- Eligibility – Quality scores determine whether your ad is eligible to enter the auction for that query
- Position – Quality scores also help to determine the relative position of your ad in relation to the other ads on that result page
- Price – A better Quality Score reduces the price you need to bid to maintain a given position
- Top Slot – Only high quality ads are eligible to appear above the natural search results
Make sure you are paying attention to your keywords clickthrough rate, relevancy and landing pages as all three of these aspects contribute to quality scores. And also keep in mind that higher ad positions, conversion rates and keyword bids do not contribute to quality score calculations.