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Quality Score is Google’s estimate of the quality of your ads, keywords, and landing pages. It is reported on a 1-10 scale and is calculated based on expected click-through rate (CTR), ad relevance compared to the keywords being chosen, and the landing page experience. Landing page experience may include keyword density, page loading speed and bounce rate, amongst other factors.

If your ads and landing pages are highly relevant to a specific search query, and other data Google has on users typing those queries, the more likely it is that you’ll see higher Quality Scores.

Your Quality Score is an average of your overall quality during the time period selected. It is not used at auction time to determine Ad Rank, because Ad Rank is calculated every time you compete for a keyword. What happens is Google calculates your quality for that instance, and then your reported Quality Score will be updated based on the average score. This means that you can track Quality Score over time as a lagging indicator to show you if your ads are improving in relevance.

  • Some methods for improving your quality score include:
  • Ad copy that is closely aligned with landing page copy
  • Ad copy and landing page copy that is more closely aligned with the actual search query and intent of the user
  • More targeted audiences
  • The use of relevant extensions
  • A landing page that holds your visitors’ attention for longer

Given that your Ad Rank directly influences the Cost Per Click (CPC) of your ads, monitoring your quality scores will give you insights into how you can reduce advertising cost while simultaneously improving results.

This tip and many others are found at https://www.petramanos.com/category/tips/


leesa dawson

I am so grateful to have met you, as I think your insights are the BEST I have ever come across.

Leesa Dawson CEO, The Uniform Stylist Ecommerce Google Ads April 23, 2020

Erica Stacey Scout Digital

I recently worked with Petra to improve my understanding of Google Tag Manager.

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Petra is patient, fun to work with, and her analytical programming mind is hell bent on finding the BEST solution to any data, analytics or tracking problem.

Erica Stacey Scout Digital Marketing Strategy Session June 21, 2017

Nadia Rossi

It has been an absolute pleasure working with Petra over the last year and a half. 1834 Hotels centralises marketing for over 20 hotels around Australia, all with different branding and websites. On an analytics level Petra’s skills have allowed us to monitor and track our marketing efforts in the digital space. Bringing Petra onboard to manage our Google Ads was one of the best marketing decisions we have made. Her thoroughness and attention to detail is incredible, her insights have helped develop better marketing strategies and demonstrate to shareholders return on investment. I would highly recommend working with Petra.

Nadia Rossi Digital Marketing at 1834 Hotels Ecommerce / Hotel Google Ads April 23, 2020

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Petra's detailed reports and her personal assistance has been helping us to know where to concentrate our efforts and even showed us technical issues we needed to fix. Our Audience Engagement Report identified several key interests of our buying audience. We tried targeting one of those interests and it brought in two sales almost immediately! I highly recommend working with Petra and accessing her brilliance to scale your business.

Michelle Bridger Michelle Bridger, Facebook Advertising Specialist Ecommerce Google Tag Manager, Google Analytics & Google Data Studio Configuration April 23, 2020

Ian Gale - Sleepwise Clinic

Petra was instrumental in pulling all our clinic's web analytics into one easy to read, dynamic report that's accessible to me at any time, and works with our EXACT booking system.

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Ian Gale SleepWise Clinic Analytics Dashboard August 1, 2018