広告
公開日:2017.08.30

リスティング広告は品質スコアがポイント

リスティング広告には、チェックしなければいけないことが山ほどあります・・・。あれもこれも、あっちからもこっちからもチェックしないといけません。大変ですね(笑)でも、どれも大事なポイントですからチェックを怠ると効果は見込めません。

リスティング広告では、Google AdWordsは「品質スコア」、Yahoo!プロモーション広告は「品質インデックス」というキーワードの品質の指標となるものがあります。ここでは、まとめて品質スコアと記載します。

この「品質スコア」は、クリック単価や広告掲載順位をを決めるための基準となる、とても大事なポイントです。しかし、クリック率やコンバージョン率が優先され、品質スコアの改善が後回しにされたり、実際にどのように改善すればよいのか分からないことも多いのではないでしょうか?

品質スコアは、Google AdWords、Yahoo!プロモーション広告ともに、キーワードごとに1〜10の10段階で示されています。10が一番品質スコアが高い良い数値となります。

この品質スコアは、検索エンジンのルールによって自動的に決められます。

 

どのようなポイントで品質スコアが決められているのでしょうか?
  • Google AdWords

・広告の推定クリック率
・表示 URL の過去のクリック率
・ランディング ページの品質
・広告と検索の関連性
・地域別の掲載結果
・ターゲットに設定しているデバイス など

  • Yahoo!プロモーション広告

・推定クリック率
・表示URLの過去のクリック率
・アカウント内のすべての広告のクリック率
・広告文と検索クエリの関連性
・広告が掲載される地域別の掲載実績(アカウント全体)
・インターネットユーザーの検索クエリ
・各種デバイスでの広告の掲載実績 など

 

キーワードのクリック率が低いとアカウント全体の品質スコアも低くなる可能性もあります。

同じ上限クリック単価を設定していても、この広告ランクが低いとクリック単価も高騰してしまいます。クリック単価は、単純に入札価格だけでなく、次のように決まります。

 

品質スコア1

 

仮に、「テニスラケット」というキーワードを50円の入札価格で、出稿したとします。下の図の「自社」とします。

広告ランク = 入札価格  ×  品質スコア

上記のように広告ランクの値が求められ、その広告ランクによって、掲載順位が決まります。実際のクリック単価は、自社の1つ下の広告、つまりC社の広告ランクが関係してくるのです。因みに、他社の広告ランクを知ることはできません。

 

品質スコア

 

上記を計算式に当てはめると次のようになります。

クリック単価

品質スコアが、クリック単価を決める大きな指標となっているのです。そうとなれば、何とかして品質スコアを上げたいところですね。

 

まず実際のキーワードの品質スコアを確認してみましょう。

新しくリニューアルしたGoogle AdWordsの管理画面で説明します。(アカウントによっては、まだリニューアル版が反映されていない場合があります。)

 

スクリーンショット 2017-08-29 20.12.23

「キーワード」タブより、「III」をクリックし、「表示項目の変更」を選択します。

*すでに、管理画面に「品質スコア」が表示されている場合は、この作業は必要ありません。

 

スクリーンショット 2017-08-29 20.13.48

「属性」の中の「品質スコア」にチェックをすると、右側に選んだ「品質スコア」が表示されます。

 

スクリーンショット 2017-08-29 20.33.01

ドラッグ&ドロップで希望の並び順に並び替えます。適用をクリックします。

 

スクリーンショット 2017-08-29 20.16.08

管理画面上に「品質スコア」が表示され、キーワードごとの品質スコアが確認できます。

 

それでは、

実際に品質スコアを上げるためにはどうしたらいいのでしょうか?

 

  • キーワードと広告文の関連性
    ・タイトルに、設定したキーワードが入っているか?
    ・除外キーワードを設定する。
    ・広告グループごとにキーワードの軸を決める。

 

  • ランディングページ
    ・ランディングページに設定キーワードが入っているか?
    ・ランディングページの内容が充実しているか?
    ・購入や申し込み、お問い合わせまでが分かりやすくなっているか?

 

  • クリック率
    ・クリック率を上げるために、広告文を2つ以上作成し、ABテストを行う。
    ・検索クエリを見て、設定キーワードと異なる意味を持つキーワードを除外設定する。
    ・関連性の低いキーワードは停止する。

 

まとめ

品質スコアはリスティング広告にとって、重要な役割をしていています。品質スコアを上げることは、クリック単価を低くすることができますし、効果を出すための必須ポイントです。また、品質スコアは変動しますので、定期的なチェックが必要です。最低でも10段階のうち、5段階以上にはしておきたいところです。7.8を目指して運用改善していきましょう。

 

執筆者:才田 真未 (https://woman.xlab-online.com)

前職はウエディングプランナー。現在は、2人の育児をしながらリスティング広告、Facebook広告などのweb広告運用やセミナーを開催。多角的視点から考える広告運用やマーケティング情報をお届けします。

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