THE key to lowering your keyword bids is to increase your campaign’s quality. It’s just that simple. This article will show you how to learn a very easy but effective way to do exactly that increase your quality so that you can lower your minimum bids. Which translates into being able to pay much less per click while still ranking high than your competitors.
With the tactics from the last chapter you will also be able to get a lot of buyers at a very low cost, meaning you will get a high return of investment. But first, read the next blue box that contains the exact definition of Quality Score, taken directly from the Google FAQ.
What is ‘Quality Score’ and how is it calculated? Quality Score is a dynamic variable calculated for each of your keywords. It combines a variety of factors and measures how relevant your keyword is to your ad text and to a user’s search query.
A Quality Score is calculated every time your keyword matches a search query—that is, every time your keyword has the potential to trigger an ad. Quality Score is used in several different ways, including influencing your keywords’ actual cost-per-clicks (CPCs) and estimating the first page bids that you see in your account. It also partly determines if a keyword is eligible to enter the ad auction that occurs when a user enters a search query and, if it is, how high the ad will be ranked. In general, the higher your Quality Score, the lower your costs and the better your ad position.
The Quality Score for calculating a contextually targeted ad’s eligibility to appear on a particular content site, as well as the ad’s position on that site, consists of the following factors.
For example: The ad’s past performance on this and similar sites, The relevance of the ads and keywords in the ad group to the site, The quality of your landing page, Other relevance factors.
Quality Score for determining if a placement-targeted ad will appear on a particular site depends on the campaign’s bidding option. If the campaign uses cost-per-thousand-impressions (CPM) bidding, Quality Score is based on the quality of your landing page If the campaign uses cost-per-click (CPC) bidding; the historical CTR of the ad on this and similar sites; the quality of your landing page.
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