What Quality Index is… Not

We talk a lot about quality index, but what does it mean to you?

When defining a thing, sometimes it helps to start with what the thing is not. So here’s what your quality index is NOT:

A measure of your conversions. (A “conversion” is when a click becomes a sale, or when the user takes some other desired action, such as registering.)
A measure of the quality of the products and services you offer through your site.
A measure of how nice your site looks, how pretty its graphics are, or how well it is laid out.

Here’s what an ad’s quality index IS:

It is a relative measure of how relevant an ad is. It reflects an ad’s ability to meet the needs of users by taking into account various relevance factors and click-through rate compared to its position and other ads displayed at the same time. It also takes into account all keywords in your ad group.

Why You Should Care
Improving your ad’s quality index can help you achieve better ad placement at less cost. On the blog, we have tried to offer some pretty comprehensive tips to help you do that:

For more on the quality index, visit the Help Center.

—Michael Mattis, Quality Blogster

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No Comments yet Add your own

1. Drongo Mikles | January 3rd, 2008 at 11:51 am

New ads is don’t shoing. Have any ideas? All data’s is correct. Adds is approved and correct too
2. Promotional Products | January 16th, 2008 at 2:38 pm

Should I break out my primary KW’s into individual groups in order to focus my Quality Index on these words and not let them be diluted by other less relevant KW’s?
3. George Chaney | January 16th, 2008 at 3:53 pm

As an Internet marketing company, the biggest issue we face with clients is imparting to them the importance that relevance plays in the results of a campaign.

You’ve touched on some important facts that PPC users have to understand to have an impact on the bottom line ROI.

With Todays PPC, the higher the relevance score, the lower cost. Everyone wins with maximized relevance. Search Engine, Searcher, and Advertiser.

Take your time and put together a well planned strategy. Most PPC clients want to jump right in without doing all of the preliminary work needed to succeed. Don’t rush out and spend money that won’t pay you back. You can make huge ROI with PPC, but you have to have a plan.

There are several key factors that can make a campaign pop.
1) Great keyword research.
2) How well written and enticing is the adv. you’ve created.
3) Properly grouping keywords into highly targeted tight niches.
4) Creating a well layed out, well written landing pages with calls to action for each keyword group.
5) Tying all of the above together to create multiple mini campaigns within the main campaign.

Monitor the results of each campaign. Like natural search results, PPC is not about 1000’s of clicks a month, it’s about quality clicks that convert. Tweak campaigns to maximize CTR and Conversion rates.

Tweaking involves adjusting the advertisement itself for higher CTR and adjusting the landing page for higher conversion rates.

Eliminate the dead weight in keyword groups that don’t perform and aren’t making you money.

Good Luck all and nice article Michael.
4. Angelo Caminata | January 17th, 2008 at 4:56 am

We seem to have some volume of people looking at our site could be more but the one that are looking have been filling out our questionare which is a step in the process of getting started in designing their home. But no one has sent any fees, this is a large step in getting a conceptual design to them. We have had approximately 120 people in the last year fill this out and no further activity including us emailing them back. I wonder what your opinion might be after looking at our site. Also we have ad words with google and yayoo. Thank-you
5. meo | January 17th, 2008 at 2:58 pm

Great articles, Isn’t good to put my own keywords in my campaign even though those keywords search count is not to many? But releted to my products.
6. SD Personal Security - Chuck | January 28th, 2008 at 8:39 am

Great advice. I went through SEM/SEO training and now I get to practice it with my own website. I have moved from keywords that got lots of “clicks” to keywords that get fewer “clicks” from people that want my specific products. I didn’t realize that when they said use “specific keywords for your niche” it would be SO specific. Right down to product features. I always judge success by conversions - cost of ad.

Thanks,
Chuck
7. Yahoo! Search Marketing B&hellip | February 26th, 2008 at 5:11 pm

[…] you haven’t noticed before, we like quality. High quality generally means that your ads are being clicked more often, relative to your […]