Place above your competitors in important search results and pay less for the traffic.

In the back half of my integrated marketing communication masterclass presentation for UC San Diego, it was time to illuminate the core essentials of Google Ads and paid search advertising success—quality score.

An integrated approach to paid search marketing. A perfect combination of quality scores can net big advertising discounts, more than 70% off.

Under the tenants of quality score advertising, a marketer can place an ad at the top result of a search page and pay less for the traffic than those who show up below. Google’s hybrid search result ad auction system is build to reward advertisers for providing the best experiences. The selected keyword, the ad, and the landing page experiences are the cross hairs of fine performance. A grand trifecta occurs as Google serves a never ending race to the most helpful search results, consumers find qualified experiences, and advertised companies build long lasting relationships with customers.

Consider two marketing balance sheets for companies advertising through paid search. For the 3/10 quality score company to get the same amount of traffic as the 9/10 quality score company, the lesser scoring company would have to pay 66% more money in advertising. Or with equal budgets, when the first company completes their spend, the second company still has 34% remaining.

Quality score is easily overlooked by most business leaders, marketing managers and agency personal—though it’s wrathful impact on business bottom lines is acute. Reporting dashboards have to be modified to even see quality score factors and the ratings themselves do not make explicit the strategies needed to accel.

If you watch the full integrated digital marketing presentation that I made to UC San Diego students in 2020, you can listen and watch an expanded masterclass that includes quality score tips.