How to Use Google’s New Quality Score Columns to Drive Lower Costs Per Conversion

If you’re a hands-on business owner using Google AdWords, you’ve no doubt come across the term “Quality Score.” You know it’s an important metric for the success of your account, but what does it mean? What factors contribute to this important number? And how does improving the overall quality of your account result in more leads? In this blog post, I’ll take you through a quick introduction to Google’s Quality Score and several strategies for monitoring, analyzing, and optimizing this metric.

According to Google, “Quality Score is intended to give you a general sense of the quality of your ads. The 1-10 Quality Score reported for each keyword in your account is an estimate of the quality of your ads and the landing pages triggered by them.” The main components of a keyword’s Quality Score are the Expected CTR for your account’s keywords and how your performance stacks up against that expectation, Landing Page Experience, and Ad Relevance. As your account runs and your keywords begin to receive impressions and clicks, Google ranks each keyword as Above Average, Average, or Below Average for the following criteria:

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