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Quality score in 2017: Should you care?
Contributor Jacob Baadsgaard dispels the notion that a great quality score automatically leads to great conversion rates and suggests how to best prioritize your optimization efforts.
You’ve got to hand it to the folks at Google — the idea of quality score is pretty brilliant. Unlike most search engines born in the ’90s, Google realized that the success of paid search advertising was directly tied to the quality and relevance of their paid search ads.
After all, if someone searches for “best dog food for rottweilers,” and the first result they see on the SERP is a handful of text ads selling Toyota hatchbacks, they aren’t likely to be wowed by your search engine. If people think your search engine is lousy, they won’t use it… which means no one will pay to advertise on your search engine, either.
But, if you incentivize advertisers to create ads that are relevant to a user’s search, you can maintain the quality of your SERP and still make money from paid search advertising.
The solution? Quality score.
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