Top results in a Google search should make money for a business – not cost big bucks. One way to get better cost-per-click rates is through achieving a high quality score – a lesson shopping site myTrigger is learning the hard way.
MediaPost reports that myTrigger is currently entangled in a legal battle with Google over a hike in its pay-per-click costs. The site alleges that the search engine giant lowered its quality score when the company was experiencing technical difficulties, which cost them hundreds of thousands of dollars.
In the claim, officials say, "Google raised our keyword prices to the level of inoperability, as we could not provide them with consistent unique content due to the server failures," reports MediaPost.
Server failure or no server failure, the bottom line is that companies will suffer if quality content is lacking. Not only will a low Google AdWords quality score result in higher advertisement fees, it would also affect an ad’s position on Google.
Quality score is determined primarily by the relevance of keywords and the quality of landing pages. Marketers should be advised that quality content is key when it comes to ensuring low pay-per-click costs.
