Chapter 12

Optimizing PPC Campaigns through Quality Score Optimization

An Introduction to Quality Score Optimization

In early 2007, Google announced the addition of Quality Score to its AdWords pay-per-click, or PPC, platform. Google introduced Quality Score to ensure that those advertisers with the most relevant PPC campaigns rank highest within the Google-sponsored results listings. In the past, advertisers willing to pay more for each click could rank as high as they chose for just about any keyword they wanted. This led to those advertisers with the highest budgets and risk tolerance monopolizing the sponsored results; those with limited budgets and less risk tolerance were left behind. Google’s introduction of Quality Score is a sign that ...

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