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Is QS used with CPM? If not, what is?

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# 1
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See title, thanks. Smiley Happy

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Accepted by Theresa_Zook (Rising Star)
September 2015

Re: Is QS used with CPM? If not, what is?

Top Contributor
# 2
Top Contributor
The one line answer is yes, CPM bid also requires Quality score. But here the calculation of QS does not depends on CTR. Its totally depends on the relevancy of landing page .
--Rakesh Kumar, AdWords Top Contributor , Twitter | Linkedin | Community Profile
Did you find any helpful responses or answers to your query ? If yes, please mark it as the ‘Best Answer’

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Marked as Best Answer.
Solution
Accepted by Theresa_Zook (Rising Star)
September 2015

Re: Is QS used with CPM? If not, what is?

Top Contributor
# 2
Top Contributor
The one line answer is yes, CPM bid also requires Quality score. But here the calculation of QS does not depends on CTR. Its totally depends on the relevancy of landing page .
--Rakesh Kumar, AdWords Top Contributor , Twitter | Linkedin | Community Profile
Did you find any helpful responses or answers to your query ? If yes, please mark it as the ‘Best Answer’

Re: Is QS used with CPM? If not, what is?

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# 3
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Yes, there is QS used for placement for you ads, it can't be seen through the AdWords interface, but it's exist.
There is only one factor is used to determine your quality score when you bidding mode is CPM, which it is the landing page quality, because you are paying for impressions not clicks.

Re: Is QS used with CPM? If not, what is?

Top Contributor
# 4
Top Contributor
There is also logic (may be its my assumption), Its a CPM campaigns so your ads would be charged on Impression basis. Suppose an advertiser is smart enough to clicks on his/her own ads to increase the CTR, because s(he) knows that s(he) will not accrued any cost on clicking on those ads.

So It may be the one reasons, Google does not include CTR in CPM Bidding QS calculation.

--Rakesh Kumar, AdWords Top Contributor , Twitter | Linkedin | Community Profile
Did you find any helpful responses or answers to your query ? If yes, please mark it as the ‘Best Answer’

Re: Is QS used with CPM? If not, what is?

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# 5
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Thank you for you responses!

 

It's funny/ironic that landing page is the only QS factor, when acquiring clicks to the landing page is not the actual goal of the campaign?!

 

Given this quote from Google doc on CPM bidding ...

 

Here are some cases in which we'd recommend manual CPM bidding:

  • ...
  • Your message is in the ad itself, so you don't need people to click through to your site. This may apply to events (such as a television premiere) or political advertising.

... ranking the ad solely based on the landing page "quality" seems like an odd choice.