Glossary of PPC Search Engine Marketing Terms

Learn Pay Per Click: quality score - query

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Quality Score (QS) is one component of the ad rank PPC search engine algorithm that determines the position of ad listings on the Search Engine Results Page (SERP) using the auction bid methodology. The Quality Score is attributed to individual keywords and is tied to three components: the expected Click-Through Rate (CTR) of an ad, ad relevancy to that keyword, and the landing page user experience. The expected Click-Through Rate, CTR is tied to historical performance of similar ads and the ad extensions added to the ad copy to pre-determine how likely an ad will be clicked, which is how the PPC platform receives its revenues. The ad relevancy is tied to whether a user clicks on the ad as well as the use of ad copy that references what users will experience on the landing page as well as whether the ad copy contains the actual content of the user's search query. Finally, the landing page experience is related to whether users immediately bounce or engage with the content, and whether it ties back in relevance to what was mentioned in the ad.

quality score


quarter (time Dimension)

The Quarter time period is available as a dimension for review of account performance by 3 month period of time. The quarter time dimension is especially useful for companies that wish to report internally or for Pay Per Click (PPC) agencies to measure account performance against Key Performance Indicators (KPIs) on a quarterly basis. The quarter time period is a good length of time to determine the next quarter's account performance growth goals in terms of allotted budget, and key metrics such as Return On Ad Spend (ROAS), a PPC ROI calculation.


query

A query refers to a user's actual search term on a Search Engine Results Page (SERP). When running a PPC account with keywords, it is the match type matched against the user's search query that determines whether an ad will show and accrue impressions or not. If the query matches a keyword exactly that is an exact match type, and so forth for the other match types.


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