Factors Affecting Quality Score For PPC Campaign

Cost Per Click (CPC) is not the only factor that determines rankings of sponsored ads in a PPC campaign. In order to provide quality results to the users, all major search engines advertising platforms including Google AdWords, Yahoo Search Marketing and MSN AdCenter  also take into account the Quality Score of the PPC campaign to determine the ad rankings.

Ad Rank = CPC * Quality Score

It means that you can outrank your competitors while paying lower CPC if you have a good Quality Score. Some of the factors affecting the Quality Score are:

• Click Trough Rate (CTR) of the keyword and matching ad; where CTR = (Total Clicks/Total Impressions) *100
• Historical CTR of your account and display URLs in ad groups
• Quality of landing page
• Relevance of keywords to ads in an ad group