Quality Score is Google’s rating of the quality and relevance of your keywords and PPC ads. It is used to determine your ad rank in the ad auction process.

Search Engine Land columnist Jacob Baadsgaard has published an article advising marketers on how to use quality score.

On ‘quality score and cost per conversion’, Baadsgaard says, “When it comes to quality score and cost per click, the evidence is pretty clear: improving your quality score decreases your cost per click. Since your cost per conversion is essentially your cost per click divided by your conversion rate, you’d expect that improving your quality score would also improve your cost per conversion.

Sadly, that’s not how it actually works out.

Now, you might be thinking, But Jake, I know I’ve seen research somewhere showing how a higher quality score is associated with a lower cost per conversion. And it’s true. Odds are, you’ve probably run into an article discussing the results of this study by Wordstream or this study by Portent.

In both of these studies, cost per conversion typically dropped by around 13 to 16 percent for every point of increase in quality score”.

Quality score in 2017: Should you care?

Search Engine Land

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