Investing a significant amount of your time and funds into increasing your quality score is only a good idea if you are willing to do it in conjunction with prioritizing your account optimization efforts. In other words, you must keep tabs on all of your other important performance indicators. Be sure to consistently benchmark your overall performance against relevance, click-through rate, and landing page experience as they relate to your business. And finally, all of your efforts should be tied into your defined business goals.
- Because a quality score is often indicative of an account’s overall health, some marketers start to look at it’s improvement as a goal in and of itself.
- However, if achieving a better quality score can’t be tied into a quantifiable goal,such as turning x amount of clicks into leads, then it may not be a useful goal to pursue.
- Quality scores serve as analytical tools, rather than as goals in themselves, as they can give marketers insight into whether certain keywords are working, for example.
“The reality is that spending a lot of time and capital on increasing quality score doesn’t always pay off, as you will soon see.”