Search: Google's Guesswork
How Does Quality Score Help?
It's easy to be cynical about Google's motives with quality score by viewing it as a way to control and confuse advertisers and raise paid search prices. But the fact is, quality score is so important because it benefits each of the participants in the AdWords ecosystem.
• Searchers Win: If Google can predict which ads will satisfy users and show those ads more frequently, searchers are more likely to find what they want, have a good experience, return to Google frequently and run lots of searches over time.
• Advertisers Win: If Google can show your ads more frequently in situations where they satisfy searchers, you'll gain traffic, buyers and profits.
• Google Wins: If Google can show searchers satisfying ads that drive more searches, while helping advertisers reach targeted prospects affordably enough to keep spending on AdWords, then Google makes more money.
What Impact Does Quality Score Have?
Quality score has a huge impact on the results achieved in paid search accounts because quality score affects four important decisions that occur every time someone executes a search that may be related to any of your keywords:
1. Whether or not your ad will be shown. If the quality score of a particular keyword is too low, it can be disqualified as ineligible before an auction even begins.
2. The "first page bid estimate" for that keyword. The lower the quality score of any particular keyword, the higher the minimum bid estimate you'll be given to suggest how much you'll need to bid to win placement on the first page of the search results.
3. The position in which your ad will appear in the search results. Each keyword competes against those of other advertisers for space on the search results page, and quality score is one half of the formula used to determine the position in which the ads assigned to those keywords will appear. A higher quality score has just as much weight as a higher bid in helping your ads rank above the competition.