Here we are, diving into the second part of our series specially dedicated to Quality Score! In our previous installment, we exposed how important it is to fully understand a metric in order to extract relevant insights from it.
When managing paid search campaigns, duplicate traffic can be one of the most upsetting problems. It is not fun to bid twice for the exact search term as it causes auto-inflation. Or produce several clicks for the same search term because your campaigns show several ads on the same search result page, causing cannibalization.
The main goal of Google is to provide relevant and helpful search results for all users. Proxies like keywords and backlinks increase the probability of a web page satisfying the user intent. The main objective of any website is to be optimized for user intent. If your website is well-matched and tailored for user intent, it can easily outperform websites that optimize their content primarily for search engines.