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Part 4 of the 6 Strategies For Superior SEM Results prezi covers quality score, a measure used by search engines to assess the relevance and quality of your ads and determine your ad rank and cost per click. This segment outlines the contributing factors of your quality score and ways to improve them, ultimately helping you to increase the ranking and lower the CPC for your ads.

Over the years the way search engines determine ad rank for a campaign has changed. Currently the equation used is maximum bid times quality score. High quality score increases ad rankings and lowers the amount you need to pay per click to rank well. A user could be willing to spend a lot of money for their campaign, but if their quality score is low they will not rank high on the SERP (search engine results page). What factors go into determining a quality score?

  • Keyword CTR
  • Ad CTR
  • Account CTR
  • Historical CTR of Display URLs
  • Quality of the Landing Page

To improve your quality score you should increase the depth of your website, add more unique content, include awards and security logos, and use tightly focused ad groups in your campaign.

Stay tuned for next Tuesday’s post, Part 5 of 6 – SEO vs Sales: The Battle of Content.


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