Okay, so what's the fuss all about with a good Quality Score?

What is a Quality Score anyway?

A Quality Score is Google's way of matching up the relevancy of both your landing page and your advertisement. Whilst there is a little more to it than that, this forms one of the biggest parts of the equation, and is also something that you have complete control over. Which means that your website can't be a site about blue polar bears that live in Hawaii with an advertisement of green snakes that live in Africa. Well...you get the picture.

Therefore in order for your to get a good Quality Score both your landing page and advertisement need to be related to each other, which makes sense. So, if my site is about blue polar bears that live in Hawaii then my advertisement should be about blue polar bears that live in Hawaii.

So why do you need a good Quality Score?

You need a good Quality Score because Google takes the Quality Score into consideration when calculating the bid. Google will active the keyword at a low bid if both the landing page and advertisement are related to each other. So you had better get the two right or suffer the consequences of having to pay for higher bids.

Having said that, some people get annoyed because although they think they have both the landing page and the advertisement right, Google penalizes them anyway and slaps them with a $5.00 activation bid. Meaning to active the advertisement they'll need to pay $5.00 a click, which is ludicrous. I guess this is Google's way of saying - get it right, or pay for it.

So how do you get both the landing page and the advertisement optimized to get the lowest bid?

This is the easy part.

You run your website through Google's free keyword tool under the Website content selection. Google then analyzes the page and extracts the keywords that they think the page is about. With this information you are now able to see what Google sees and therefore can make the necessary amendments to both the landing page and advertisement to ensure fluidity.

So the importance of a good Quality Score is imperative to keeping your advertising costs to a minimum and to ensure you maximize your profits where possible.