Quality Score affects the PPC ad position

Quality Score is a variable used by the majority of the PPC Search Engine Networks like Google, Yahoo, and MSN that influences both the rank and cost per click (CPC) of a PPC ad. In order to determine the order in which ads are listed the bid value of that particular is multiplied by the Quality Score and the resulting value will determine the ad position and also the rank. The Ads are listed in a descending order based on the result.

All the major Search Engines has implemented various efforts to improve the quality score of the ads so as to improve the experience of users who click on their ads. The users who will have a great experience when clicking on ads will click on them more frequently, thus increasing advertising revenues.

However, there are a number of factors that can help to determine the Quality Score of a given ad. Here are few of such factors that help the PPC Search Engine Networks to identify the Quality Score of a give
PPC ad. They are:

• Click Through Rate (CTR):
All the major Search Engines has revealed that the major factor used in their respective Quality Score formulas is the Click Through Rate (CTR) of the keyword and the ad. The CTR is calculated by measuring the number of times a click is made on the ad divided by the number of times the ad is shown on the search result (it is also called as impressions). Hence, the quality score will increase when the ad CTR is higher.

• Ad Copy Relevance:
An Ad copy is an important part of the pay per click campaign as it delivers the first impression that the potential customers are going to have of your business. So, the relevance of the ad copy to the keyword is an important factor in determining the Quality Score of the ad. The ad copy that contains the keywords will have a higher Quality Score than ads with ad copy that does not contain the keyword. Hence, include the keywords within your ad copy, most notably in the title wherever possible. This will increase your quality score.

• Landing Page Quality:
The landing page quality is also another factor that helps in determining Quality Score. Landing page quality generally refers to whether or not a web page contains relevant and original content and the navigability of the entire website. The landing page is the location where your ad keyword takes the visitor when they click on the particular ad, so having a good and informative landing page is crucial. Many PPC Search Engine Networks decline the ads that redirects to the landing page that don't contain the keywords.

• Landing Page Load Time:
The landing page load time also has an impact on the Quality Score. If your landing page takes much loading time your visitors will be distracted from your ad and will not click on your ad in the future. Thus, this will decrease your ad’s quality score.

• Geographical Location:
The ad’s performance in the geographical region where the ad will be shown impacts Quality Score to great extent. In some areas you will find increased traffic on your ad whereas in some places you will get relatively less traffic. This however depends on the type of your business and your keywords.

However, apart from the above factors there are many other factors that the PPC Search Engine Networks take into account when calculating the Quality Score of an ad. Certainly, a high quality score ad will be placed on the top.