Google PPC
AdWords: how quality makes Google PPC different
Google launched their PPC platform back in 2000 naming it AdWords. It was not the first system to offer PPC advertising or the first 'bid for position' advertising platform. However, what it did differently was to add a measurement of 'quality' to maximise revenues and improve the relevance of adverts. To begin with this 'Quality score’ consisted of the number of clicks an advert would attract, but over the years Google has refined this to include the following:
- historical click through rate (CTR), both at the account and keyword level
- historical click through rate (CTR) of the display URLs
- landing page relevance
- advert relevance
- geographical performance
Why is managing quality score so important to AdWords?
Google uses quality score to work out where to place your advert AND to calculate the PPC cost you’ll be charged.
How we manage AdWords
We manage every AdWords account using the same rigorous seven step process that we apply to all PPC platforms, but the management of an adwords account has to include more testing and tweaking to ensure that the quality score is also optimised.
