Although we at OptiMine are focused on keyword bid optimization, there are other elements you need to keep an eye on if you want to succeed in arena of paid search. One that ranks near the top of the list is Quality Score.
Search Engine Journal has published an article, “What Is Quality Score And Why Does It Matter?”, that clearly explains the concept, how it impacts paid-search advertising and what factors are included in the calculation.
In the simplest of terms, the primary determinant of your quality score is the relevance from keyword to ad, and from ad to landing page. A higher degree of relevance leads to a higher score:
Search engines evaluate a variety of factors when determining quality score, such as your keyword clickthrough rate (CTR) history, the quality of your landing page, the relevance of your text ad, and the relevance of the keywords you are bidding on.
With a nod to Monty Python, don’t go all Sir Robin and think this is easy, because there is a level of complexity to it. But with some thoughtful planning, you can build a campaign with keywords, ads and landing pages that lead to quality scores to be envied.