The Google system calculates a ‘Quality Score’ for each of the pay per click keyword and for doing this it takes into account the relevancy of the PPC keyword to the ad text and also to the user’s search query.

A PPC keyword’s Quality Score is updated periodically and is closely monitored and related to the overall pay per click management system. This means a high Quality Score will make it possible to get better ad location, higher SEO rankings and lower pay per click costs. All the different PPC keywords have different quality scores and these can be viewed in the account statistics, the Keyword Analysis field, and in the account report details and information related to these can be of great advantage to you.

Quality Score is a great way to leverage any ppc campaign management and ensures you can get maximum value out of any PPC effort.

If you want to have an excellent PPC program the three elements of the Quality Score must be understood well. These are keywords, ad text and landing page.

Keywords

The keywords are first and foremost the most important aspect of your PPC program and you must ensure that these keywords are clear, relevant and have good click through rates. Ratings for any pay per click keywords are determined on a scale of 1 to 10 and can be as poor as 1 or as good as 10 (although both are rare scenarios)!

All keywords have a minimum bid but to get the lowest bid the overall quality score has to be high for any particular pay per click keyword or phrase. The PPC keyword has to be properly and extensively used in the landing page and in the adtext to get high quality score and ensure great pay per click management.

Adtext

Great importance is attached to the adtext in order to get a good quality score and a high click-through rate. Relevant, crisp and well written adtext can leverage the PPC program like never before and give you amazing SEO investment returns.

Landing Page

The page on which the users land after surfing through the organic search engine results is your website’s landing page. The keywords you are targeting should be easily found out on the landing page. The site should be well written for the success of any pay per click program and for getting high PPC returns. The ad links you are using should give the most useful information about the product or service and should be easy to navigate as well.

However, these are just the basic blocks for achieving a good quality score in order to leverage any pay per click management system and get the best ROI. The work on these features has to be continuous and unremitting for the best returns on your PPC programs.

I was going through the adwords blog a few days ago.  It said that the loading time of a landing page will affect the quality score of a site.
Load time is the amount of time taken for a user to see the landing page after clicking on an ad.

The reasons stated for doing this are:

1.    Users have the best experience when they don’t have to wait a long time for landing pages to load. Interstitial pages, multiple redirects, excessively slow servers, and other things that can increase load times only keep users from getting what they want: information about your business.

2.    Users are more likely to abandon landing pages that load slowly, which can hurt your conversion rate.
Google says that this change should be made in the next couple of weeks. Load Time evaluations will be added to the Keyword Analysis Page after which there will be a one month notice period to review your site and make necessary adjustments.

After the notice period, the minimum bids for the sites will be adjusted. ie. Keywords with landing pages that load very slowly may get lower Quality Scores (and thus higher minimum bids). Conversely, keywords with landing pages that load very quickly may get higher Quality Scores and lower minimum bids.