Podcasts are growing in popularity among brands. Brands are starting their own podcasts, making guest appearances (guesting) on other podcasts and/or sponsoring existing podcasts. And with all of these new investments in podcasts, marketing and business leaders are going to want to start understanding how podcasts are generating ROI. And therein, lies a problem. “Podcasts […]
What is a Quality Score?
An effective digital marketing strategy incorporates multiple channels to deliver a seamless, omnichannel experience for prospective customers. Search engine optimization, social media, and pay-per-click (PPC) advertisements are effective means of making contact with the target audience and directing them to your website. After establishing that first touchpoint, the next step is to convert website visitors into leads, opportunities, and closed sales.
Mastering PCC advertisement is a great way to start generating website traffic and filling your marketing funnel with potential new customers, but creating a high-impact PPC campaign with a positive Return On Ad Spend (ROAS) can be a challenge even for experienced marketing teams. One of the most important steps that marketers can take to improve their PPC results is to develop a working knowledge of Quality Score and how it impacts PPC advertising.
Quality Score is a metric used by all of the leading search engine advertising platforms, including Google, Yahoo! and Bing. Our discussion here will focus on Google’s Quality Score since they have the most search traffic and therefore the largest advertising platform for your digital marketing efforts. A quality score is Google’s way of rating the relevance and quality of your PPC advertisements and keyword targeting.