Improve the quality score

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The ad positions can be divided into two categories, namely 'top' placements (above the organic search results) and 'other' placements (on the side or bottom of the organic search results). Through the AdWords tool 'ad preview and diagnosis' it is possible to view your ad position(s).

Search conceptPlease note: Ad positions are recalculated after each search, so if your competitor changes their maximum cost per click or if their Quality Score improves or deteriorates, your ad may be assigned a different position than before.

Actual cost per click
Suppose €0.75 is the maximum bid per click, then this is also the highest amount that can be charged per click. But often you pay less than the maximum bid per click. To give an insight into how the bidding system works (the amount that exactly has to be paid for a click on an advertisement) I share the formula that Google uses below:

Actual Cost Per Click Formula

The actual cost per click depends on the maximum bid and quality score of the advertiser below you (together this results in an Ad Rank score) and on the other hand on your own quality score. It is therefore possible to achieve a higher ad rank than your competitor with a relatively high quality score and a relatively low / lower bid per click. In practice this works as follows:

Actual cost per click (smaller)
In the example above, Advertiser I bids only $2.00 per click and has a Quality Score of 10. The advertiser below him, Advertiser II, bids $4.00 per click and has a Quality Score of 4. Advertiser I pays only $1.61 for the first position, while Advertiser II pays $3.01 for the second position. Advertiser III comes out on top for the third position at a whopping $4.01 per click.

In order to achieve a higher ad position, it is therefore important to increase your Ad Rank. Now it is child's play to increase the maximum cost per click to immediately achieve a higher Ad Rank and to let your ad rise in position using this method, but this is not always the smartest solution. As an advertiser, you strive for the highest kuwait phone data possible ROI, you achieve this by keeping the costs as low as possible and letting the revenues rise as high as possible.

A much smarter solution is to try to improve the quality score. This takes a bit more effort than increasing the maximum cost per click, but it is the most efficient. The quality score can be improved in several ways. Before I go into this further, it is not entirely unimportant to know which factors influence the quality score :

Quality ScoreThe click-through rate of the keywords (CTR) in the past
The CTR of the visible URL in the past
Account History
The quality of the landing page
The relevance of the keyword to the advertisement
The relevance of the keyword to the search query
Geographic performance.