According to Google AdWords, showing up in a higher position won’t improve your quality score. Why should it?
There are two other factors that reflect your pay per click ad positioning:
- Your bid amount
- Your quality score
I know this is simplified, but if your quality score affects ad positioning by lowering your minimum bid (that’s an indirect influence) then it seems to reason that allowing the ad positioning to then affect quality score would spiral into the same people getting the higher positions while shutting out other advertisers unfairly. Instead, Google bases quality on the performance of ads based on their positioning.
In other words, if your click-through rate at position No. 3 is higher than the normative click-through rate of other pay per click ads in that position then you’ll get a higher quality score, but if your CTR at position No. 1 is lower than what can be expected for similar ads at that position, guess what? Your quality score lowers. I think that’s a much better way to judge quality. Don’t you?
