Demystifying PPC Quality Scores

Search Engine Watch, Tuesday, October 28, 2008 12:45 PM
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Your PPC campaign has a quality score. Google, Yahoo and Microsoft reward relevant advertisers (and punish irrelevant ones) by instituting the quality scoring system, which simply put says: Advertisers who display relevant ads may achieve higher ad positions at lower costs-per-click than competitors who may be paying higher costs-per-click.

The search engines want users to find exactly what they're looking for, and advertisers to get site visitors whose intent, expressed as a search query, match exactly what's offered by the advertiser's site. That way, satisfied users return to the search engine for dependable search results, and advertisers can depend on a steady stream of clicks resulting in sales, which in turn keeps advertisers spending. Does your campaign suffer from a poor quality score? Find out how to tell and what you can do to improve it.

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