In Google Ads advertising campaigns, usually focus all efforts on the initial configuration: building campaign structures, ad sets, searching for keywords, designing original ad creatives, or even making negative words that do not want to trigger your ads. There is a Google Ads Quality Score for measuring the success of your ads.
Truth is that, once campaigns are launched, there is usually a lack of knowledge of how to optimize campaigns and correct errors that perhaps at first have not been able to see.
For this reason, Therefore, in this article, would like to inform you about how to improve quality score. One of the most important factors for optimizing all your campaigns.
What Is the AdWords Quality Score?
The Quality Score is the rate of how relevant your Google Ads, keywords, landing page are to a user who is looking at your ad.
Quality score evaluations:
· From 8 to 10 excellent: the keyword is very relevant to users. In this case, it does not need interventions to be improved.
· 5 to 7 sufficient: the keyword is sufficiently relevant to users. In such situations, it is proper to intervene to improve it and lower the effective CPC.
· 1 to 4 insufficient: the keyword is not relevant enough for users. In this case, it must be improved; otherwise, a high and inefficient CPC will continue to be paid.
To view the Quality Score in the AdWords interface, you need to:
- Go to the Keywords tab;
- Click on Columns and then on Customize columns;
- Select the Attributes metric;
- Finally, add the item Punt.
From this moment on, will have a column where, for each keyword, the respective Quality Score will be matched.
Please note: when new keywords are inserted in an account, a quality score of 6 is assigned by default.
Why Is Ads Quality Score (formerly AdWords) Important?
Let’s now take a closer look at how the Ads quality score works, taking into consideration the following three elements:
- Expected click-through rate: this is the metric that estimates the likelihood that, given a search equivalent to the keyword, the ad shown for that keyword will receive a click (excluding the impact of the ad’s position, format and extensions).
- Ad relevance: This is the metric that evaluates how relevant the ad is with the keyword, so if there is a semantic match.
- Landing page experience: it is the metric that estimates how relevant and useful the landing page is based on the user’s research. Therefore, it can offer a positive experience.
6 Ways to Improve Your Google Ads Quality Score
As long as you maintain some general focus, it is often reasonably straightforward to improve your Quality Score with a few changes. In this part, you will be offered six ways to improve your ads & keywords’ relevance.
Create a Tighter Group of Keywords
If your keyword groups vary for a single ad, chances are the quality score is not high.
You could start by reducing the number of keywords to 4-5 per ad. Make sure that each keyword is present in some way or another in the body of your ad.
Optimize Your Landing Page
Landing pages are very often a real source of low-quality scores because many advertisers forget that Google scans these too. When creating your ad campaign, make sure your landing pages meet the following criteria:
- easy navigation: it must be easy for the visitor to access more information
- the page directly linked to the ad: avoid the home page of your site or a page that is too general without the presence of the ad keywords
- page easily scannable by Google: the source code must be easily readable by the search engine and respect the rules of the W3C
- page loading quickly: Google is very vigilant to the comfort of Internet users, and the speed of access to information is crucial in this context
- links to your other pages: it should be easy to access additional content on your website
Pay Attention to the Matching of Keywords
If you choose the “Broad match” match for your keywords, you run the risk that Google will display your ad for completely different user queries. It will match the terms inserted in your ad.
It is therefore recommended to be very careful when using this type of match when defining your keywords.
Think Mobile
If you have a low-quality score on mobile, it can affect your overall performance. As people spend more and more time on their smartphones, your ads and landing pages need to be optimized.
You can also choose to add mobile hook extensions, such as the ability to call you or send you an SMS.
Test the Addition of Hook Extension
There is a correlation between the wings of teasers and the quality score: the acquisition of additional information on your company allows you to occupy more space on the search engine. This other data is often responsible for an increase in click-through rate.
It is therefore fascinating to add these free elements to your ad to get better performance:
Use the Dynamic Keyword Insertion Feature
The insertion of active keywords with Dynamic Keyword Insertion is allows you to create campaigns adapted to the keywords typed by Internet users, provided, of course, that they are present in your initial list.
What Are the Factors That Influence the Quality Score?
Three factors are taken into account when calculating the QS. The quality score has a significant impact on cost per click (CPC) and ad ranking. Therefore, it is essential to understand and give importance to these three factors:
Note CTR: Major Component
CTR is a parameter that relates the number of clicks an ad gets to the number of impressions. It has an overwhelming impact on the Quality Score. It is as if users vote on the quality of the ads with their clicks, so Google allows users to decide which ads are the best for different search queries.
When there is no history in your account, Google will use the performance history of other advertisers on specific keywords to assess the Quality Score to be awarded. It is up to you to beat that note by optimizing.
Expert Tip: A helpful tip to improve CTR with your ads is to use ad extensions. These can play an essential role in improving the CTR of your ads, so it is not surprising that Google rewards advertisers who have extensions that boost CTR. Make sure you only use the extensions that apply to your business.
Relevance: Second Largest Component
The relevance of keywords to your ads, as well as the relevance of your ads to your users’ search query, is also an essential factor in your quality score. Google determines importance by analyzing the language and context of an ad and question and determining how it relates to the keyword.
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Expert Tip: Make sure the keywords you are targeting are used in one way or another within the ad description as well as on the website the ad is targeting. This will help enlarge the relevance of your keywords.
Landing Page Quality: Third Largest Component
It is essential to consider the user experience on your website. Do people leave as soon as they get to the website? And if so, are you teaching what you promised in the ad?
An ad is only functional to a user if the landing page leads to contains the information they are looking for. A high-quality Landing Page will have relevant and original content and will be an easily navigable site with fast loading times and minimal pop-ups. It will also offer legitimacy and transparency about the nature of the business.
Expert Tip: Don’t use the website’s home page as a landing page! Instead, take your visitors to the most applicable page about what they are looking for or directed to a custom landing. Monitor bounce rates and time on site to measure how your users interact with content.
How Is the Google Ads Quality Score Calculated?
It is fundamental to understand how Adwords calculate this score to make the necessary corrections.
Below are the factors that Google considers when calculating a keyword’s quality score:
- The click-through rate: a high click-through rate indicates a good relevance of the ad and the keyword
- The relevance of your ad about the keyword: if you have targeted too many keywords unrelated to your displayed ad, your score may take a hit
- Click-through rate history: if you’ve run a lot of successful campaigns in the past, this may help
- The average performance on each device: if your account on mobile is not good, but it is on PC, your quality score may be degraded
When you take a closer look at your quality score, you can see what factors are contributing the most to it, such as the relevance of advertisement, landing page, and others.
Concluding the Quality Score
The Google Ads Quality Score is an indispensable tool to diagnose any efficiency problems of campaigns, or if they are wasting budget or not.
Use it to understand where to take action to improve your Google Ads account and your campaigns.
Sort your keywords in ascending order by Quality Score and ask yourself: How much budget have I wasted since the start of the campaign?
The answer is simple: the lower your keyword score, the more money you gave to Google. If you want to improve your SEO with Google Ads, please check out our article about it.
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