If you have ever done any search engine marketing or pay-per-click advertising, then you will undoubtedly be familiar with the term Quality Score. Your Quality Score is one of the factors that make up your Ad Rank (the other two being the maximum amount you’re willing to pay for a click and your competitors’ bids). Ad Rank, in turn, determines how much you will have to pay for clicks to your website.
There are two clear options when it comes to search engine marketing. You can engage in search engine optimisation (SEO) and/or pay-per-click (PPC) campaigns. Most of the time, the question is asked in such a way that you have to choose between one and the other.
But should that be the case?
SEO and PPC each comes with their own pros and cons. We’ll have a look at both of them here.
Google released a new Ad Rank formula last year, signaling a fundamental change to how it is calculated. Ad Rank is the algorithm Google uses in AdWords to determine how high your ad will rank and how much you will have to pay per click. Previously, it was calculated using quality score and maximum bid / cost-per-click.
Now, it takes into consideration ad extensions and formats. This means that your ad extensions and formats will play in role in your ad position and the price you pay-per-click.