Below are the attributes or the factor (listed as per the order of their importance) which actually determines the quality score of Google Adwords account:
Click-Through Rate: An advertisement’s click-through rate within Google’s search results page.
Ad Text/Keyword Relevance: Static placement of keywords within an advertisement’s body copy and headline.
Historical Performance: An algorithm that collects multiple quality scores for a single keyword in order to determine whether a keyword’s performance is increasing or decreasing.Landing Page Keyword Relevance: The placement of core keywords on each landing page.
Keyword Bid Price: How much the advertiser is willing to pay per-click.
Overall Ad Group Performance: The tabulation of every keyword’s quality score within an ad group which determines the ad group’s score.
Predictive Performance: A calculation that predicts how a keyword will perform in the future by combining past, current and predicted quality scores.
Keyword Match Type: Using broad, exact and phrase match within your ad group for each keyword.
User Behavior in Relation to other Paid Listings: An algorithm that incorporates the number of paid listings a user visits before they take an action on your landing page.
Human Review: A review conducted by real-live Googlers who review and determine if an advertisement is relevant to a specific search.
Landing Page Conversion Rate: The number of conversions generated directly by a pay-per-click advertisement.
User Behavior in Relation to Organic Listings: An algorithm that incorporates the number of organic listings a user visits before they take an action on your landing page.
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