Very broad keywords can lower your Quality Score and cost you money without giving you a good return. This is why it’s important to filter out all those keyword phrases that are responsible for generating high number of impressions, but have a low click through rate. This can happen with other types of keywords too, not just the broad ones. It’s best to filter out any keywords that you see are producing a large number of impressions despite an unimpressive CTR. If you want to improve your Quality Score, as well as the profitability of your campaigns, you have to keep close watch over your keywords.

How Would Quality Score Affect The Search Advertising Campaign?

Quality score would affect a number of factors related to the search advertising campaign, including the actual cost-per-click of the keywords, the minimum bid estimates of the keywords plus the rank of the text ads. Bigger quality scores have the tendency to result in a lower cost-per-click for target keywords and lower bid estimates for your text ad to come up in the first page or in the highest position in the search engine results. This would indicate that with a high quality score, it would be cheaper and easier for the ad to come up in a better position when one searches for target keywords.

How is Quality Score Calculated?

Search engines evaluate factor varieties when you determine quality score, such as the keyword clickthrough rate (CTR) history, the quality of the landing page, the relevance of the text ad, and relevance of keywords one is bidding on. Google has of late addressed a couple of these factors that aid in determining quality score.

Peter Zmijewski is the founder and CEO at KeywordSpy. His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.