Many new clients run into issues around their Quality Score, and they sometimes are not certain what this is – or even how to address it.

In its simplest terms, BING and Google take a look at these major factors when considering Quality Score:

    1. Landing page relevancy to the keywords and ad copy
    2. Ad copy and how it relates the landing pages and keywords in the ad groups
    3. Keywords and how they work with the landing pages and ad copy
    4. Click-Through-Rate
    5. Account history

Here are some PPC quality score tips we’ve discovered at seOverflow on how to improve your quality score:

  • PPC Quality ScoreCreate tightly themed ad groups. What we mean by this is you need to keep keywords that are similar to one another in the ad group. Place no more than 20 keywords inside the ad group.
  • Keep all broad, expanded broad, phrase, and exact keywords in their own ad groups. Add negatives of the 3 match types not in that ad group.
  • Create ad copy that has relevant keywords inside the ads. Continually look for your highest trafficked terms and/or highest converting terms. Use these in the ad copy.
  • Use the {KeyWord} insert on Google or {Param2} on BING Yahoo. This allows whatever the individual searched on to be included in the ad itself. (If you’re bidding on competitor terms – don’t use this. You may get a cease & desist letter and/or shame.)
  • Continually test ad copy (at least A/B testing – perhaps A/B/C or even A/B/C/D for your top performers). If something is working – figure out why. Replicate this in this ad group and in others.
  • Continually search for negative keywords in Google’s Search Query Report. This will improve your click-through-rate by eliminating irrelevant searches.
  • Make sure the landing pages are relevant to your ad copy and keywords by adding your most relevant keywords (highest trafficked terms and/or highest converting terms) to the landing pages.

Quality score improvement is an ongoing and continuous process. Your competitors are likely doing it. If they aren’t – it will keep you one step ahead of them. If they are, and you are not – then you’re falling behind.