3 Misconceptions About Ad Quality According to Google
In a recent edition of Google Best Practices they laid out the difference between auction-time quality and the 1-10 quality score. Regarding your quality score, here are 3 things that matter:
- The User’s Device
- Relevance
- Performance on Related Keywords
I don’t think that there is anyone out there that can argue that these factors do not effect your quality score. But here are some factors that, contrary to some opinions, do not matter:
How You Structure Your Account
This article says it best by saying “If it doesn’t affect user experience, it shouldn’t affect quality or Quality Score”. Accounts should be set up in the way that you can best manage and optimize them.
Running Your Ads in Other Networks
If your goal is to drive more traffic, targeting the Google Display Network or Google’s Search partners in your AdWords account won’t affect your ad quality on Google.com.
Your Ad’s Placement on the Page
I want to highlight, underline and bold this sentence: Your ad’s placement on the page does not matter when it comes to ad quality. Having a high position on the page might have some benefits, but at the end of the day it does not necessarily effect the ROI of your ads. As mentioned in a different article by Search Engine Land:
“I can’t even count the number of times that I’ve been contacted by both clients and prospects with the statement, ‘Company XYZ is above me. We’re better than them, and we need to outrank them.’
OK… let’s take a beat and wrap our heads around what’s really being said here. While the statement seems logical, what is actually being said is:
Company XYZ is above me for the phrase I looked up. We’re better than them, and we need to divert all energies away from pursuing ROI goals and focus on one single vanity phrase.
What we need to remember is that none of this is actually about ranking for a specific phrase. In fact, the goal of our efforts is not rankings at all, but rather revenue. I don’t know about you, but if there were higher revenue from ranking in position 21 than position 1, I’d be working hard to get all our clients to the top of page three”.
All any advertiser wants is for their advertisement to result in a sale. Whether that advertisement is number one or number three on the page does not matter as long as it doesn’t negatively effect user experience and it converts.
So there you have it; 3 things that matter and 3 things that don’t according to Google. If you need more information about how you can succeed on Google or anywhere else online, drop us a line today!
