Instructor: So now we have a good understanding
of quality score, its time to look at the four components
which actually make up the quality score number.
Those four things are number one,
the click-through rate also known as CTR.
The second is keyword to ad relevance.
The third is the keyword to query relevance.
And the fourth is landing page quality.
So these are the four components
which make up your quality score.
So let's look at all of them in a little bit more detail.
So let's start off with click through rate.
So click through rate or CTR is the percentage of people
that click your ad after seeing it.
So how is it calculated?
Your CTR is calculated by your clicks
divided by your impressions times 100.
This is how you get your CTR percentage.
So if your ad is shown 10 times and out of those 10 times,
it generates one click, you would have a CTR of 10%
as one divided by 10 times 100 equals 10.
In other words, 10% of people who saw your ad
actually clicked on it.
It goes without saying the higher your CTR,
the higher your quality score will be.
If more people are clicking your ads,
then it's a good signal to Google
that your ad must be relevant
and of course, when people click your ads,
Google make money.
So it's in Google's best interest
to show the ads which generate the most clicks
towards the top of the search results.
So a question I get asked a lot is what is a good CTR?
Now it's really important to note
that there is no concrete answer to this.
In fact, a good CTR is actually industry specific.
For example, you could be operating
in the industry such as insurance
or mortgages, something along those lines
where it's extremely competitive,
so as a result, the CTR just by default
is going to be a lot lower
than if you're running an ad for a local business.
This is why you can't get this a definitive answer.
However, as a general rule of thumb
and to give you some context,
always aim for 5% and above.
So how does Google know what a good CTR is?
Well, chances are, you are not the first advertiser
in your industry with your keywords.
So Google has tons and tons of data
on what other advertisers have done in the past,
and it uses that data as a metric
to determine what is good and what is bad.
This also correlates to what I said before,
about how to not be in one global good CTR
is all going to be industry specific.
What's good to note as well,
is that Google does take your ad rank or your ad position
into consideration when calculating,
if your CTR is good or not.
As the ads right at the top of Google in the first place
is going to have a higher CTR
than an ad in the third position.
So Google uses your position
to determine what is a good CTR.
In other words, if you're in position three,
Google is going to look at CTRs for other ads
that are also in position three
in the industry that you are operating in.
The second component of quality score
is keyword to ad relevance.
So relevancy between the keyword you are targeting
and your ad text is super important.
So you don't wanna create an ad for reversible yoga mat.
So basically what this means is your ad text
must be relevant to the keyword you are bidding on.
So as you can see from the screenshot below,
I've gone onto Google and I've typed in
reversible yoga mat.
And I have two ads at the top of the page,
one from a website called Lulu Lemon,
and the second ad is from Amazon.
The first ad that says, shop reversible yoga mats, perfect.
As I went onto Google and I typed in reversible yoga mats.
So the keyword and ad relevance
is going to be extremely high.
It's exactly the same for the ad by Amazon,
as you would expect buy reversible yoga mats at Amazon.
Both of these ads are really good examples
of showing you how the keywords
and the ads are extremely relevant.
One thing you want to bear in mind
is that you want to avoid keyword stuffing.
This is not what Google wants to see.
So don't just create an ad to say in reversible yoga mats,
check out our yoga mats that are reversible,
that is not natural to the user.
Make sure that your ad texts always reads correctly.
It's also good practice to try
and include your main keywords in your headlines as well.
So while she wants to avoid keyword stuffing,
it is good practice to try and include the main keywords
in your headlines.
The third component of quality score
is keyword to query relevance.
The sentence phrase or question
a user types into Google search box
is referred to as a query.
So whereas your keywords trigger ad impressions,
user queries trigger results page also known as SERPs.
Google calculates quality score
for your keywords in real time,
every single time a search was performed.
One of the factors that go into your real time
and quality score is the relevance
between the user's query
and your keyword that triggered your ad impression.
Likewise, Google also takes into account
the relevancy between the query and the ad copy
that's going to be triggered by the keyword.
The same reason it applies to the keyword ad text relevance,
we just discussed before.
Google understands that the more relevant a search is query
is to an advertiser's keyword and ad text,
the more relevant and useful that overall user experience
is likely going to be.
The fourth component of quality score
is landing page quality.
Landing page relevance is the least weighted factor,
but it still plays a big role
in determining your quality score.
In essence, your landing page needs
to be relevant to the keyword you're targeting
along with your ad text.
To give you an example,
if someone clicks on your ad after searching
for air con units, they should land on a page
which is relevant to air con units.
They should not land on a page that talks about
desk fans or wireless mics, it needs to be relevant.
If the landing page is not relevant,
the user isn't going to be happy
and Google is going to be aware of this,
and it's going to bring down your overall quality score.
But if you answer the user's query
and give the user what they're after,
which is what they searched for,
then you have no issues to worry about.
So now we've gone through the main components
which make up quality score.
It's time to look at how important they are
in terms of weight.
So as you can see, there was four components
we went through.
However, in this pie chart I am only showing three elements.
That is because two of the elements
are both to do with relevancy,
and both come under the term relevance.
So if we look at this, we can see CTR
has roughly a 65% weight in regards to quality score.
So that is how important your CTR is
when determining your quality score.
Now, as you will already know,
your CTR is going to be composed
of your added to keyword CTR history,
your account CTR history,
even your geographical CTR history as well.
So what's good to know as well,
is that when Google determines if a CTR is good or not,
it also looks at a geographical area.
As CTRs can vary greatly from one country to another,
even from city to city.
Relevancy has roughly 25% weight
when it comes to quality score.
And just to confirm on that as well,
your relevancy is going to be made up of things
such as your keyword to ad relevance,
your keywords to query relevance,
your keyword to ad copy and landing page relevance.
These are all the components
which are going to make up your relevancy section.
And lastly, we have landing page quality,
which accounts for roughly 10%.
So your landing page quality
is mainly going to be things such as
does your landing page meet what your ad text says?
Does it meet what the keyword says?
Does it follow the right customer flow?
And on top of that as well,
you need to have a load fast in landing page
and ensure it's easy to navigate around,
especially on mobile devices.
So now we have a really good understanding
of what quality score is,
how it works and all the different relevant factors
and how much weight they have.
We can now jump into ad rank and really figure out
how our actual cost per click is calculated.
I'll see you in the next video.