Does the bounce rate affect quality score?

Discussion in 'Adwords' started by applemusic, Nov 12, 2016.

  1. applemusic

    applemusic Newbie

    Aug 23, 2014
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    Hello Guys ,

    Does the bounce rate affect Quality score in Google Adwords ? Please tell me your experiences with increasing Quality score and CTR . I need to know what affects those factors .

    Regards ,
  2. Viraff


    Oct 31, 2016
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    All you need to get an good quality score is to keep an keywords very close to landing page, make an effective landing page of what you are exactly providing up.

    If you have high quality score, you will have chances of ranking more higher in google if you have more competitors.

    It could increase ctr and also decrease cpc.
  3. LucidMarketing

    LucidMarketing Regular Member

    Jun 25, 2011
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    As with anything else regarding PPC, you'll have a wide range of opinions. Some will say yes and others say no.

    We have a pretty good idea of what Quality Score is. This from Google itself basically telling us and backed by observation and statistics.

    What they have said from the beginning is that CTR is the most important factor. Indeed, there was a time when there was no QS and CTR was said to be used. Ads are ranked by QS times your bid. Back then, they said it was CTR times your bid. So QS is basically the equivalent of CTR.
    QS has evolved of course and it's more than CTR. Other variables are taken into account. But by far CTR has more weight. In fact, the general consensus among expert marketers is 60 to 70%. This is backed again by public documents.

    Very important to understand: when we say CTR, we don't mean your pure CTR. Since it is affected by the ad's position, that is taken into account. So increasing your bid to achieve a higher position and thus a higher absolute CTR will not increase your QS.
    Also, you can't use your CTR in a vacuum, it has to be compared to something. That something is the average CTR across all advertisers for the same keyword. In mathematical terms, and very likely what the search engines do or something close to it, is to calculate a standard deviation of the CTR (look up SD in Wiki). This is done by position as explained. Then, your QS is simply how many SD your CTR is away from the mean of 5.

    Back to bounce rate and QS. The idea of QS is to provide the best ads to their users as calculated mainly by the CTR achieved by the ad. What happens after that is of no concern. The goal has been achieved, to serve the best ads, not that people like what they see on the page or exit quickly or stay longer on it once they click the ad.

    Could they integrate bounce rate? I'm sure they could given the data. But I don't believe that will ever happen.

    Some other factors that have been said affect QS (the other 30 to 40%) are the relationship between the keywords you use, your ad and your landing page. Call it relevancy: you don't want a page that promotes sneakers when everything about the ad was about winter boots. This has a weight of maybe 20 to 25% and may encompass other things such as page quality (are you following their policies?) and the rest, maybe 10 to 15% weight, to other factors, one being your page's loading time which Google has said is a factor.

    If you follow policies and you do things right with proper keywords to what your page is about, what's left is CTR. Concentrate on making ads that get more people to click and your QS will go up. As it does, your position will improve towards the top for the same CPC and may even decrease. You will get more impressions too since your ads are more valuable and thus making the search engine more money.
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  4. ghosteye

    ghosteye Jr. VIP Jr. VIP

    Dec 15, 2010
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    good points there, Lucid. QS also makes the clicks more expensive, I might add.