Google's quality score and bidding rules

 

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In marketing, I have learned the keyword quality score in the Google bidding ranking. The promotion means to get the highest return with the least input, and the quality score is the means to reduce the input.

When Google bid is used to rank ads, it does not only consider bidding prices, but also the overall score of Relevance between keywords and websites, directed addresses, clicks, and so on. This is a so-called "quality score ". We need to use the quality score to improve the advertising ranking.

If the quality score of an advertisement is very low, you need to pay a higher price for the click, regardless of the number of competitors. Even if no other advertising customer bids for this keyword, the actual fees charged for ads with low quality or relevance may reach the highest CPC set by the customer.

The price of an advertisement for a specific keyword depends on the quality score representing the relevance, and the quality score is determined by the click rate of the keyword (CTR) the relevance of advertisements, the history of keyword effects, and other related factors. The higher the quality score, the lower the price paid for click ads.

The "quality score" is determined by the keyword CTR, the relevance of the ad text, the history of the keyword effect, the quality of the AD target webpage, and other relevant factors.

Next we will talk about how to improve the quality score (personal opinions)
1. First, set keywords to be closely related to your website, as well as brilliant descriptions of AD texts, pointing to closely related webpages. These are the basics of Google's keyword quality score, but I think it is mainly to improve the attractiveness of keywords and the customer embodiment after clicking keywords.

2. then we start from the highest click unit price of a keyword. To increase the "quality score" at the beginning, we need to increase the click rate of the keyword, which is linked to the display position, therefore, we need to increase the maximum click unit price to increase the keyword ranking (high investment ). In this way, the keyword has a certain ranking click, and the quality score will be improved.

There are skills for improving the price of the highest click unit price at the beginning, which is high and ineffective. Therefore, according to the general price of Google's customer service habits, the initial price is set to 1.01 yuan, and 0.01 yuan is a clever place, that is, higher than the general price is not too much overspending. Set the bid to 1.01 based on the actual situation of our Olympic Games city.

3. Now, our goal is to reduce the click cost. Therefore, if the quality score is improved, we can lower the maximum click unit price. Generally, the quality score is above 8 points, and the ranking is 1-, which indicates that the effect is good and can be reduced. The unit price is also cleverly reduced from 1.01 yuan to 0.81 yuan, and an additional 0.01 yuan. In the future, the quality score can be lowered by 0.2 yuan.

After a week or two, the keyword display time and click rate in a history increase, and the quality score naturally increases. It usually takes more than a month for the quality score to rise significantly.

After the quality score reaches 9, the ranking is still around 1-, which can be lowered. After a period of time, the quality score is high. When the ranking is high, the actual unit price is also high. You can set the highest unit price to the lowest basic level of the actual unit price to about 0.25.

In addition, although the highest unit price is set to 1.01 yuan, but when the quality score is high, the actual click unit price is already about 0.25, you do not have to adjust the highest unit price, to avoid affecting existing quality scores.

According to this basic principle, the quality score of keywords can be optimized to reduce the actual click price. It is the unit price of click cost optimized after a long time, and the quality score is also relatively high. You can set the current bid to 0.50 yuan, and the click unit price is basically controlled at around 0.25 yuan.

With the minimum investment for the maximum return, for Precision Marketing. I hope this small experience can be useful to you.

 

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