This term “Quality Score” you likely know, if once you had a Google Ads campaign. It is, actually, one of the most important metrics that affects very much your ad performance and the amount you pay for every click. But what is Quality Score, and especially how can you improve it?
In this blog post, we will look into what Quality Score is, why it matters, and how you can improve Quality Score in Google Ads. We shall also discuss some tips and strategies on how to raise the Quality Score of keywords and get your landing page experience better in order to see more positive outcomes. By the end, you’ll know exactly what to do in order to have a better performance with your Google Ads campaign.
What is Google Ads Quality Score?
Quality Score-according to Google-measures relevance and quality of your ads, keywords, and landing pages. It’s a rating from 1 to 10, with a score of 10 being the highest possible. The better your Quality Score, the better your ad position and the lower your cost per click (CPC).
The three main components that define your Quality Score are:
Expected CTR: The chances of users clicking on your advert.
Ad Relevance: The suitability of an advert with regard to the user’s search intent.
Landing Page Experience: The relevance and user-friendliness of the landing page.
Why is a Quality Score crucial?
Your Quality Score impacts the cost as well as the performance of your ads. If you have a good Quality Score, Google rewards you with:
Lessened CPC: Pay less per click, meaning saving.
Better Ad Position: More relevant ads are shown at a higher position.
More Ad Rank: The higher your Ad Rank, the more auctions you’ll win-even if you don’t have the high bid.
Obviously, being able to increase Quality Score is the key to running successful Google Ads campaigns.
1. You’ll increase the relevance of your ads
Another simple way to increase Quality Score is to ensure that your ads highly relate to the keywords you are targeting. Google values relevance because it focuses on giving its users the best experience possible.
Here’s how you could raise the relevance of your ad:
Use Targeted Keywords: If your ad is too broad, probably, it would not align with the intent of any user. You must ensure that you put relevant specific keywords in the ad copy corresponding to what users are searching for.
Ad Groups Breakdown: You must never group all the keywords into one ad group. Instead, create highly tight, themed ad groups with relevant keywords. This way, every ad will be highly targeted according to the search intention of the user.
Dynamic Keyword Insertion: With Google, you get the opportunity of Dynamic Keyword Insertion, which automatically updates your ad copy with the user’s search term. This will help make your ads relevant without having to create multiple versions by hand.
Improving ad relevance leads to a bump in Quality Score, and hopefully, a betterment in your overall campaign performance.
2. Improve Your Expected Click-Through Rate CTR
Google keeps track of the number of visitors who click on your ads versus the number of impressions you receive. A better CTR lets Google know that your ad is more relevant and useful to users, and this will help you raise your Quality Score.
Here’s how to raise your CTR:
Clearly Write Headline and Description Ad Copy that Resonates with Your Audience Great USPs or a Solution to Their Problem Call to action contained in their ad: strong enough to push users to click through.
Test Different Ad Formats: Try using expanded text ads or responsive search ads. These formats give Google more information to match with user queries, which can potentially improve CTR.
Use Ad Extensions: The use of ad extensions such as sitelinks, callouts, and structured snippets include additional details with reasons why users may click the ads. Moreover, they hold more space and make your ad stand out.Every time your CTR increases, Google assumes that your ads have more value-that’s the way for you to get a better Quality Score on Google Ads.
3. Enhance Landing Page Experience
The landing page experience also affects your Quality Score in Google. So, if your landing page experience is horrible, your score might take a drastic dip even if you are relevant and have a great CTR for the ad.
Here is how to improve the landing page experience in Google Ads:
Relevant: The landing page should be relevant to the ad and keyword. For example, if a person clicked on an ad for “running shoes,” she should land on a page where running shoes are displayed, not on sportswear in general.
Better Page Speed: Google favors faster pages because a user wants something quickly. Using tools such as Google PageSpeed Insights can help identify where improvements can be made.
Optimise for Mobile: Since mobile users are rapidly growing in numbers to access the web, there’s a need to optimise landing pages with responsive capabilities on mobile devices. The landing page should be responsive and work well on smaller screens.
Clear Call to Action (CTA): Your landing page should have a clear, conspicuous CTA tied in with the objective of the ad. Do you want them to sign up for something, buy something, or download a resource? The next step should be clear for the user.
Improving the experience of your landing page makes both your users happy and improves Quality Score in Google Ads.
4. Target Keyword Relevance
Another factor that raises the Quality Score is to ensure that closely related keywords apply to your ads and landing pages. If Google finds that your keywords are irrelevant, then it lowers your score.
Improving keyword quality score
Long-Tail Keywords: Long-tail keywords are more specific and tend to have lower competition. Thus, by using long-tail keywords you can create much targeted ads, thereby increasing ad relevance and, therefore, the Quality Score.
Negative keywords: Use this to stop ads from showing up for searches that are not relevant. It will enhance the ad relevance and CTR that can help to increase Quality Score for keywords.
Types of Matches: Use a blend of broad, phrase, and exact match keywords to mix and match your overall search intent. Exact match keywords can boost the relevance, while broad match can help reach a wider audience.
Optimize your keyword strategy is one of the best ways to see a noticeable increase in your overall Quality Score.
5. Track and Optimize Your Quality Score Frequently
Improvement of Quality Score is a continuous process. You need to check your campaigns regularly to maintain high scores. Here is how you check your Google Ads Quality Score and how to stay on top of your performance:
Through Google Ads Dashboard: In the Google Ads account, you can find your Quality Score for each keyword by customizing your columns to include the “Quality Score” metric.
Sub-sub-components Analysis of Quality Score Google further breaks down Quality Score into the following three: expected CTR, ad relevance, and landing page experience. And based on that, you can then determine which sub-components are problematic.
Test Regularly: Continue to test new variations of ad copy, landing pages, or keywords to know which performs better. As time progresses, you will build a valuable database that will help you make good, informed decisions and pull up your Quality Score.
To know exactly how to keep Quality Score high in Google Ads over time, you need to be monitoring and optimizing your campaigns on a regular basis.
6. Be Consistent with Your Ads and Landing Pages
Always one of the most important factors in improving Quality Score is consistency. The ad, keywords, and the landing page all have to line up seamlessly for one cohesive user experience.
Here’s how to make sure that they do.
Ad Copy and Keyword alignment: The message of your ad must reflect the keywords which you’re targeting. For instance, if the ad you are going to target is “affordable running shoes,” your ad copy must contain the phrase “affordable running shoes.”.
Match Landing Page Content: When a user clicks your advertisement, he or she should be delivered to a landing page that continues the conversation started by the ad. So if your ad says “50% off running shoes”, you can bet that page should include that promotion
A unified message at every stage of the user buying cycle increases conversion rate and quality score.
Conclusion
Improvement in the Quality Score is one of the best tactics to extract the best of Google Ads campaigns. The campaign improves if you enhance ad relevance, expected CTR, landing page experience, and keyword relevance.
You will know, from this knowledge on how to raise the Quality Score, that enhancing ad placement not only does not just save you from costs but also increases your return on investment. Just experiment, test, and optimize your campaigns for the best.
Whether you are seasoned pro at using Google Ads or newcomer, the system of how to improve Quality Score of keywords is one way for a successful advertiser. By using these tips, the Quality Score-and, consequently, campaign performance-will lift up like a feather!
For professional guidance, consider hiring Google Ads experts or a Google Ads consultant to further enhance your campaigns. If you’re looking for dedicated services, partnering with a Google Ads agency in Pune could provide the specialized support you need.