AdWords PPC campaigns enable website owners to advertise their products or services to niche customers on the world wide web. To ensure that the adverts get seen by your niche customers, AdWords uses a method known as 'quality score' to guide them.
What is Quality Score?
The quality score scale is 1-10. 1-5 is low, whilst 7-10 is high. As an advertiser you will want an average of 7-10 across your adverts to make a success of your PPC campaign.
Factors that are Influenced by the Quality Score
Search Engine Position - The position of your advert in search engines is determined by the quality score. Poor quality adverts will struggle to feature on the first page.
Bid Costs - The cost of a click on your adverts also depends on the quality score. Poorly scored ads may cost less but are ultimately ineffective. Highly scored adverts however, may cost more but have a much higher conversion rate.
Display Network Ranking - In the AdWords settings, there is the option to opt into Google's advert display network. If you decide to do this, it is imperative that you adverts are highly scored as they will face stiff competition from other advertisers and the higher scoring ads will get the prime positions on the display network websites.