What is Google Ads Quality Score?
The Google Ads Quality Score is the rating that considers the overall relevance of ads, keywords, the landing page, and the landing page experience. It is evaluated on a scale of 1-10 with 10 being the highest and 1 being the lowest. Google Ads Quality Score works as a guide that determines whether an ad from the advertiser is useful and relevant.
Why Is Quality Score Important?
Quality Score represents how relevant your ad is. If Google does not consider your ad as relevant based on the Quality Score, it may not get served at all. As Google wants to remain the best search engine, it uses Quality Score to ensure that ads are relevant for searchers. So that, Google can deliver the best results for searchers.
From the advertiser’s point of view, Quality Score determines the success of the ad. It determines ad rank and your bid. The highest ad rank receives the highest position in Google. The highest budget does not determine the best position and visibility of the ad. Advertisers need to deliver relevant ads to offer a good user experience.
Tips to Improve Google Ads Quality Score
Here are the latest tips to improve Google Ads Quality Score. Let’s have a look.
1. The Campaign, Ad Group, and Keyword Structure
The campaigns and ad groups should be organized with a granular structure by using as many ad groups as necessary. Include closely related keywords within each ad group. It will make ads within a given ad group more tailored to keywords. It will increase the Quality Score of Ads. Selecting a less granular structure will immediately compromise CTR and ad relevance as it will be difficult to tailor the ads to a larger number of keywords in an ad group.
2. Write Relevant and Compelling Ad Copy
Writing compelling and relevant ad copy can be another technique to improve Google Ad Quality Score. The best-performing keywords within an ad group should be included in an ad’s headline, description, and URL. Keywords should be used naturally. As a result, the person searching will find their search query in the ad copy and thus the CTR will be improved. Google will also perceive compelling and relevant ad copy with the best-performing keywords as higher ad relevance that will ultimately improve the Quality Score.
3. Ad Formats and Dynamic Headlines
Make sure that the ad groups contain both expanded text ads and responsive search ads as they can provide the best possible chance of attaining the maximum CTR. Google has been supporting responsive search ads for some time now, and by including them, Google grants a higher optimization score.
Keyword insertion in headlines can pull the content in the user’s search query. It can make the headline relevant to the search and thus Quality Score improves. Location insertion pulls the nearest region, city, or country of users into the ad copy. It also can make the ad highly relevant to the users.
4. Include Ad Extensions
Though ad extensions do not directly affect the quality score, they can increase CTR. Ad extensions are used to expand your ad. It increases the space your ad uses up in the search engine and provides users with additional information about your business and offers. So, the expected click-through rate will get benefit from including as many relevant ad extensions as possible.
5. Work on Landing Pages
Landing page experience is a vital component to optimize the Quality Score of Google Ads. The four above-mentioned steps focus on ad group structure, campaign, CTR improvements, and ad relevance. You also need to work on optimizing the landing page to improve the Quality Score.
The messaging should be consistent and keywords should be used smartly in ads and landing pages. Make sure that the keywords are present on the landing page, The landing page should be consistent with what is being searched for. You also need to use the best URL possible for every ad group to give searchers exactly what they are searching for.
Google also perceive landing page with high bounce rate as low relevance. Minimize the number of steps that a user needs for conversion. Also, make sure that your website is mobile-friendly. The mobile-friendliness of a website makes it easy to navigate on mobile which improves the user experience and thus Quality Score.
6. Improves Site Speed
If the site speed is lower, it affects the user experience negatively which can result in a negative quality Score. Don’t forget to use Google’s free site speed tool to examine your site speed and get valuable insights. It gives a score out of 100 as well as suggestions to improve page speed.
The quality score remains a core PPC optimization, with very real impacts on your cost-per-clicks. Do you want to learn more and need more support to improve your Google Ads Quality Scores for your Ad? To improve the Quality Score, you can consult a Google Ad consultant.
7. Use Negative Keywords
When people are actively searching for terms unrelated to the services or goods you offer, negative keywords are employed to stop your adverts from appearing to them. Consequently, your company will have the chance to reach the widest possible audience while using your campaign budget wisely and avoiding spending money on clicks that aren’t likely to result in a conversion.
Understanding your target audience in detail will help you run successful paid campaigns that maximize CTR and conversions. In order to maximize relevance and return on investment, you should refine the keywords you’re bidding on and target relevant ones.
It’s definitely reasonable to assume that every company’s goal is to increase conversions and the number of paying customers through active customer acquisition. Negative keywords are quite helpful in this situation because they tighten the relevancy of your ad groups so that one ad speaks to a whole group of keywords, and they also raise the likelihood that people would click on your ad and actually convert. Spending money on paid advertising is fine, but in the end, conversions are what matter and determine whether an ROI is effective.
Negative keywords can assist to increase CTR, which makes sure that your advertisements only appear next to relevant searches, exposes your account to more interesting impressions, lowers the number of wasted clicks, and raises the percentage of relevant, high-quality users that click on your advertising. This not only helps you save money for your company, but it also increases your ROAS (Return On Ad Spend), guaranteeing that your advertising budget is targeted at the correct audience and in the proper location.
8. Review Campaigns Regularly
The idea of constructing a marketing strategy on user-generated content and consumer review initiatives are both gaining popularity (UGC). It is now simpler than ever for local customers to share their own opinions and ideas online thanks to the development of information technology and social media platforms.
Customer reviews, images, videos, and blogs all make for valuable information that can be used in a review campaign. Many businesses are using these internet resources in innovative ways, using user-generated material as a potent component of their marketing mix.
Campaigns that feature favorable corporate information and customer feedback are crucial for boosting sales conversions. There are various ways to entice pleased clients to write highly desired good evaluations.
The recruiting of client reviews can be greatly aided by a feedback or review button on your website. To encourage their clients to write reviews, several businesses provide incentives. A powerful motivation may be offering discounts or contest entries for rewards.
Another excellent strategy for obtaining reviews is to send the consumer an email after the sale asking them to share their thoughts. These emails can be sent quickly and easily thanks to automation solutions. They reduce asking for reviews from consumers to merely another step in the sales process.