You’ve got to hand it to the folks at Google — the idea of quality rating is pretty brilliant. Unlike most search engines born in the’ 90 s, 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 anyone searches for” best dog food for rottweilers ,” and the first outcome they watch 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 utilize it … which means no one will pay to publicize 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.
Read more: marketingland.com