How to Cut Your PPC Marketing Costs in Half *and* Double Your Traffic in 7 Days!
 by Esoos Bobnar

Mastering Google's Quality Score...
How to Cut Your PPC Marketing Costs in Half and Double Your Traffic in 7 Days! —by Esoos Bobnar

Remember the good ole' days of AdWords? Back when Google's ad ranking system was based on just two simple concepts—your maximum cost per click (CPC) and your ad's click-through rate (CTR).

If you wanted to rank higher, you just paid more or you improved your ads so that they got more clicks. The old formula looked like this:

Ad position = Max CPC x CTR

But around late 2005 Google noticed advertisers sending people to really poor quality pages, such as:

  • Arbitrage pages containing almost nothing but ads
  • Affiliate pages with little or no original content
  • Name-squeeze pages designed solely to collect email addresses

Google began to get a bit nervous, realizing that if users were served too many poor quality pages they might stop clicking on the ads and dry up Google's primary revenue stream.

To keep people clicking on those ads, Google rolled out the Quality Score and shortly thereafter made landing page quality an integral part of calculating that score.

Before long, Quality Score took over as one of the primary components determining the success of your AdWords campaign.

What's a Quality Score?

Your Quality Score is a major factor in determining how high your ads rank and how much you pay for each click. A big part of Quality Score depends on how relevant your ad groups, ad text and landing pages are to the keywords you're bidding on.

The new AdWords ranking formula looks like this:

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