Google is nothing if not user-friendly. They understand that without users, the platform isn’t worth much. With more than 5 billion users, it makes sense that the company would take such drastic moves to be sure that all the sites it displays are of the same quality.
Quality scores are important because they denote the values of Google, and show you how they’re reflected in your ads, keywords and landing pages. They tell Google which sites are following the rules, and which ads aren’t worth showing to their loyal searchers.
Even without Google’s eye for customer service, your QS is crucial to the success of your brand because it reflects customer opinion. The statistics Google uses to determine the relevancy of your ad matches the way consumers rate websites for themselves. Consumers ask questions like:
- Can I get around the site without confusion?
- Did the link tell me exactly where I was going and was it honest?
- Did the copy in that ad look like it was forced to include keywords, or was it smooth and natural?
More than this, your quality score tells you whether you’re eligible to appear in a user search. Meaning, your ad and landing page could be completely invisible to consumers.
Finally, your quality scores drive your rank. As mentioned above, paid ads have a rank, the same way organic search results do. If your quality score is low, so will your rank. If your rank is low, so is your visibility. It’s a vicious circle, and a difficult one to break. It becomes more obvious when you consider that 46% of all clicks are within the first three paid advertisements on Google’s result page.
Don’t let this rattle you, though. While it is a long-term project, marketers can improve quality scores in several ways.