How to Improve Google Ads Quality Score?
Do you know that an increased Google ads quality score can let you grab more reach and higher revenues? But how to improve it? Let’s check it out.
Google ads is one of the most demanded and powerful paid marketing platforms in the advertising industry. With over 2 million marketers using the platform to build brand awareness, and increase ROI and traffic, Google ads have become a highly competitive landscape. Your Google ads quality score determines your reputation among your targeted audience. It is the best way to determine whether your ads are relevant to your audience or not. Rating from 1-10, with 1 being the lowest and 10 being the highest, you can identify the areas that require optimization.
In this article, we will delve deep into the meaning, importance, and types of quality scores for effective PPC marketing.
Table of Contents
What is Google Ads Quality Score?
Google Ads Quality Score is a metric used in Google Ads (formerly known as Google AdWords) to evaluate the quality and relevance of your advertisements and keywords. It’s a critical component of the Google Ads auction system and can significantly impact the performance and cost of your advertising campaigns. Marketers who achieve high-quality scores enjoy superior ad rankings. Similar to how organic search results are ordered on a search engine results page, paid advertisements also undergo a ranking process.
Regularly monitoring and optimizing your Google Ads campaigns is essential to maintain or improve your Quality Score over time. Keep in mind that Quality Score is just one of several factors that influence the success of your Google Ads campaigns, but it’s an important one for achieving cost-effective and efficient advertising.
5 Tips to Improve Your Quality Score in Google Ads?
If you are considering to know about how to improve your quality score in Google ads, expert marketers at SkyTrust have outlined the top 5 tips to remember for the same. Improving your Quality Score is essential for achieving better ad performance and lower costs. Below are the five ways to enhance it.
Select relevant keywords: Choose keywords that closely match the content of your ads and the products or services you offer.
Organize keywords into ad groups: Group related keywords together to create highly focused ad groups.
Use negative keywords: Exclude irrelevant search terms to prevent your ads from showing to the wrong audience.
Ad Copy and Relevance
Create compelling ad copy: Write ad text that directly relates to your chosen keywords and offers clear value to users.
Include keyword insertion: Use dynamic keyword insertion to tailor your ad text to match the user’s search query.
Test ad variations: Continuously A/B test different ad variations to identify which ones perform best.
Landing Page Optimization
Ensure landing page relevance: Make sure the content on your landing page matches the keywords and ad copy in your ads.
Improve page load times: Faster-loading pages provide a better user experience, which can positively impact the AdWords quality score.
Enhance mobile-friendliness: Ensure your landing pages are responsive and work well on mobile devices.
Use ad extensions: Implement ad extensions like site links, callouts, and structured snippet extensions to provide additional information and make your ads more appealing.
Choose relevant extensions: Select extensions that are relevant to your business and the specific ads you’re running.
Quality Score Monitoring and Adjustments
Regularly monitor your Quality Score: Keep a close eye on your Quality Scores in the Google Ads dashboard.
Make adjustments: If you notice low quality scores, analyze your campaigns and make necessary improvements to keywords, ad copy, and landing pages.
Remember that improving your Quality Score is an ongoing process, and it may take time to see significant improvements. It’s also important to prioritize providing a great user experience, as this not only boosts your Quality Score but also enhances the overall effectiveness of your advertising campaigns.
What are the Various Types of Quality Scores?
Google Ads primarily uses a single Quality Score for each keyword in your campaign. This Quality Score is a composite score that takes into account various factors, including click-through rate, ad relevance, and landing page experience. However, while there is one primary Quality Score, you can think of it as being influenced by different aspects, which include –
- Keyword Quality Score – This is the most common type of Quality Score and is assigned to individual keywords within your ad groups. It assesses the relevance and performance of each keyword, taking into account factors like CTR, ad relevance, and landing page experience for that specific keyword.
As your keyword is defined by the Google user base, you’ll start to observe a ranking, which can fall anywhere on a scale, and its lower or higher position will influence your online ranking. The objective, naturally, is to strive for the highest possible ranking, aiming to reach as close to a perfect 10 on a scale of 1-10.
- Ad Group Quality Score – Although the primary quality score is keyword-based, individual ads within an ad group can also be evaluated for their relevance and performance. Ad-level Quality Score considers how well the ad text and creative align with the keywords in the ad group.
Prioritizing your efforts on underperforming ads initially enhances the overall average performance of your ads. You can track this score by summing up the Quality Scores of keywords within an ad group and calculating the average.
Landing Page Quality Score – While this isn’t a separate score, the landing page experience component of Quality Score evaluates the quality and relevance of the landing page that users are directed to when they click on your ad. A positive landing page experience can contribute to a higher overall quality score. Factors influencing your landing page quality score are – content relevancy, unique copy, ease of navigation, and transparency of policies.
The advantage of Google evaluating your landing page, whether it’s an official process or not, is that it prompts you to be more attentive as a marketer or business owner. Your landing page serves as the representation of your company, and enhancing it leads to an enhanced customer experience. This, in turn, fosters greater brand loyalty, more traffic, and ultimately, increased revenue.
- Mobile Quality Score – Mobile devices encompass any portable tool that can be used on the move without being tethered. While tablets and mobile phones are the most prevalent examples, devices like iPods and Chromebooks also fall into this category. With 52% of global internet traffic originating from mobile devices, it becomes a crucial factor in achieving a successful Quality Score ranking.
What sets this Quality Score apart is its consideration of location in the decision-making process. The GPS tracker determines the physical location of a device, influencing the ranking of ads displayed on the screen. Consequently, your ad’s ranking on mobile devices may differ from its ranking on desktop devices.
Account Level Quality Score – This quality score type isn’t officially confirmed by Google, but many advertisers believe that it exists. The Account-Level Quality Score assesses the overall success of your account, encompassing the performance of ads and keywords used throughout its history. Your account’s quality score serves as a reflection of the cumulative scores you’ve obtained. Consequently, a low click-through rate or unfavorable keyword performance will have adverse effects on your account-level score.
Marketers began to suspect the presence of this aspect within the quality scoring system due to the superior performance of well-established accounts. When comparing older accounts to newer ones, it becomes evident that older accounts tend to enjoy an advantage in terms of Quality Score ranking. This advantage may, in part, be a consequence of Google’s policy, which places restrictions on the creation of multiple AdWords accounts.
Importance of AdWords Quality Score
Google believes that it is essential to have a user-friendly platform to be able to drive results. So, the company takes all the necessary drastic moves to ensure that all its sites are of similar and good quality.
The importance of Google Ads Quality Score cannot be overstated in the world of online advertising. It serves as a pivotal metric that directly impacts the success and efficiency of advertising campaigns. Quality score not only influences the positioning of ads in search engine results but also plays a crucial role in determining the cost per click (CPC). Achieving a high-quality score can lead to lower CPCs, meaning advertisers get more value for their budgets.
Furthermore, a strong Quality Score signifies the relevance and quality of ad campaigns, ultimately leading to a better user experience for those engaging with the ads. This, in turn, can boost click-through rates, enhance brand reputation, and increase the overall ROI.
In essence, Quality Score is the cornerstone of Google Ads optimization, enabling advertisers to align their messaging, keywords, and landing pages for maximum effectiveness and cost-efficiency, making it a vital component for businesses striving to succeed in the competitive digital advertising landscape.
Identify the Google Ads Quality Score Factors
If you are still unsure about how to see quality score in Google ads, then, this is the way out! The Google ads quality score is touched upon by three major factors – Expected CTR, ad relevance, and landing page experience. Each component is rated with either ‘above average,’ ‘average’, or ‘below average’ to highlight the opportunity for improvement. These factors act as the most popularly used Google quality score checker instruments.
- Ad Relevance – This metric in Google Ads evaluates the alignment between your chosen keywords and the content of your advertisements. A score above the average suggests that your ads closely correspond with the keywords in your ad group. Conversely, a score below the average may result from ad copy that is too broad or keywords that are not pertinent to your business.
- Expected Click-Through-Rate (CTR) – Google employs the concept of expected CTR to gauge the anticipated frequency with which users searching for your keywords will click on your ad. As with all elements of Quality Score, it is assessed as ‘Above average,’ ‘Average,’ or ‘Below average.’ The expected CTR is determined by analyzing the historical CTR performance of advertisements.
- Landing Page Experience – Landing page experience pertains to the relevance and utility of your landing page once a user has clicked on an ad. Factors to take into account include the bounce rate and page load speed. If the bounce rate is elevated or your landing page exhibits prolonged loading times, it will have a detrimental impact on your Quality Score.