Google has so much data about how users interact with search results that it can use “big data” with machine learning techniques to get a measure of how relevant each ad, keyword, and landing page is expect to be to each search.
Instead of asking Google employees to judge the relevance of each keyword, a process that would be extremely time-consuming, subjective, and error-prone, they use the “wisdom of the crowd” principle to assign Quality Scores. Specifically, their algorithms monitor what users interact with on the search results page (SERP) to make prictions about future interactions.
In essence, Quality Score is really a prict click-through rate (CTR)
In the early days of Google Ads, before Quality Score, they us CTR to cuba email list 148622 contact leads determine whether keywords were low-relevance and should be disabl or paid more to get a good position in the ad auction.
Over time, as machine learning techniques became better, Google began to consider more factors when determining expect CTR and the term Quality Score was introduc to replace the CTR component that was already part of the ad ranking engine.
So the simplest way to think of Quality Score is as a measure of how likely key account manager: complete guide to boost your results users are to click on your ad for a given keyword.
Entering the Auction
Google doesn’t want to show irrelevant ads, and it’s easy to see why. They charge advertisers primarily for clicks on their ads. If an advertiser bids too high to get a high position on the page with an irrelevant ad, it won’t get click and Google won’t make any money.
Search advertising is a direct response advertising model and not a brand model.
When Google pricts that a particular keyword is very irrelevant and gives it a very low Quality Score, that ad may not even enter the auction for most searches.
On the other hand, having a high Quality Score ensures that an ad is eligible to participate in more ad auctions, so it can move on to the ranking stage.
Ad Ranking
Once Google has select the keywords and ads that are likely to usa b2b list be relevant to a search, they are enter into the ad auction.
This is a split-second auction where Google evaluates how much everyone is bidding (max CPC), how relevant they are (Quality Score), and what other factors, like ad extensions, might drive CTR.
Each ad is given a score, and the resulting ranking determines who gets the ad display in the top space and who misses out on the first page of results.
Advertisers benefit from higher rankings because ads in higher positions tend to receive more clicks, which means more leads and chances of making a sale.