www.BrandLessBox.com White Paper

1.
Aaron
Abbott—www.BrandLessBox.com
1
Running
Head:
QUALITY
SCORE
Quality
Score
Aaron
M.
Abbott
www.BrandLessBox.com

2.
Aaron
Abbott—www.BrandLessBox.com
2
Google
is
one
step
closer.
Quality
score
is
a
great
balance
between
the
consumer
and
the
market.
The
goal
is
to
allow
the
companies
who
really
have
something
of
value,
to
be
found
by
those
who
need
the
solution
they
provide,
before
they
find
those
who
are
not
legitimate
service/product
providers.
With
these
efforts
by
Google,
implementing
quality
score
allows
the
honest
business
to
have
a
real
shot
at
getting
their
message
out
before
those
potential
charlatans
who
may
have
excess
money
to
spend,
or
the
big
companies
who
don’t
care
about
quality.
While
quality
score
affects
both
ad
position,
and
cost
per
click
(CPC),
it
means
marketers
and
advertisers
need
to
focus
of
the
quality
of
their
messages
and
how
they
relate
to
the
content
where
the
user
lands.
It
is
not
all
about
the
money
anymore.
The
more
quality
your
ad
has,
the
less
you
ultimately
pay
for
the
ad
placement.
Those
with
more
quality,
pay
less,
and
get
displayed
(Danuloff,
2009).
For
instance,
if
we
have
a
quality
score
of
20
and
pay
$1.00
(the
realistic
CPC
for
our
PPC
efforts)
and
our
competitor
has
a
score
of
10
and
pays
$1.50,
we
have
a
greater
advantage.
We
will
pay
less
and
get
listed
before
they
do,
even
if
they
have
a
higher
maximum
CPC
bid
than
us.
Using
the
“Ad
Rank”
formula
(MaxCPC
x
Quality
Score),
you
can
see
that
even
with
a
lower
max
bid,
and
a
higher
quality
score;
we
have
a
higher
ad
rank.
Twenty
times
one
gives
us
a
rank
of
20,
while
they
are
at
a
rank
score
of
15.
Taking
these
figures
into
the
actual
CPC,
they
would
be
paying
$1.51,
while
we
are
paying
$.50
less
for
higher
placement,
all
due
to
the
quality
score
our
copy,
landing
pages,
and
content
earn.
The
quality
score
does
exactly
what
it
is.
Google
is
amazing
at
utilizing
algorithms
and
real
world
behaviors
to
create
tools
that
balance
the

3.
Aaron
Abbott—www.BrandLessBox.com
3
marketplace
amongst
competition
in
the
varied
market.
If
you
think
about
it,
Google
has
created
a
business
model
where
they
make
less
money,
in
the
name
of
what
the
consumer
demands.

4.
Aaron
Abbott—www.BrandLessBox.com
4
References
Danuloff,
C.
(April
27,
2009).
Is
the
hype
of
Google
AdWords
quality
score
justified?
Search
Engine
Land.
Retrieved
on
February
5,
2010
from
http://searche
ngineland.com/is-­‐the-­‐hype-­‐over-­‐google-­‐adwords-­‐quality-­‐score-­‐justified-­‐
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