Google Ads Quality Score is Google’s way of rating the quality and relevance of your keywords and PPC ads. It is used to identify your cost per click (CPC) multiplied by your maximum bid to determine your rank in the ad auction process.
Your Quality Scores have a huge influence over the cost and effectiveness of your paid search campaigns. It is also closely tied to your PPC success, which is why it is important to have a solid understanding of it.
Google Ads Quality Score Criteria
1. Expected Clickthrough Rate: The number of chances that your ad campaign will be seen and clicked by a consumer.
2. Landing Page Experience: How convenient and organised your layout and sitemap are, as well as the overall relevance of the site to the consumer.
3. Ad Relevance: How your advertisement matches a user’s search query and intention.
Similar to how your credit score can affect your loan qualification or how high your interest rate will be, your Google Ads Quality Score affects how much you pay for each click. The higher your score, the better quality Google deems your ad is.
Because of that, Google will likely reward you with a higher ranking, leading to more and better ad placements. By optimising your Google Ads Quality Score, you will have a higher ROI on your ad spend.
7 Effective Ways to Increase your Google Ads Quality Score
1. Account Structure
You may set up your account in whatever way lets you manage it best. However, keep in mind that having a detailed and established structure is the way to go. Structure matters as it allows the PPC specialist to easily optimise your ad campaign and increase your ad quality score.
It can also help with budgeting your ad spend and seamless reporting of your performance data. You can achieve this by restructuring things like campaign names or the number of ad groups as needed.
2. Improve your site’s mobile performance
Google recognises your site’s performance across different devices in determining your quality score. Boost your score by optimising your ads and landing pages for mobile use.
Use mobile-friendly extensions when creating an ad as it will improve the ad experience for people using smartphones or tablets. Improve and increase the speed of your website landing pages because mobile loading speed also affects the quality score.
3. Create Single Word Ad Groups (SKAGs)
Make your ads as relevant as possible to the users who are searching for your keywords. This is the best way to improve your Google Ads Quality Score. Create SKAGs to make it easier to keep your ads focused so that they closely match the search intent.
This prevents unnecessary ad spend. Because when you are paying for pay per click, you want to make sure that your clicks come from genuinely interested users to maximise the conversion rate. Additionally, refrain from using keywords that are too broad. These will only get your ad lost in a pool of ads that contain similar phrases.
4. Restructure ads and landing pages to reflect ad groups
Organise your ads according to your target audience, keywords, and other factors that will improve its relevance. Google considers ad relevance as the link between the resulting ad and the user’s query.
When your ads are grouped accordingly, it increases the chances of them being tagged as relevant by Google. One of the main factors that Google looks for in your landing page is the relevance of the searcher to the ad they clicked. Make sure that your ad is honest, reflects your landing page, and the keywords you used are a match.
5. Review data reports for Impression Share
Impression Share compares the performances of your and your competitors’ ads. It collects the number of impressions you have received and divides it by the estimated number of impressions you were eligible to receive.
Always be mindful about reviewing your data reports to assess your ad performance. Check how your ads are doing in terms of views or impressions. Invisible ads don’t get clicked, which emphasises the importance of knowing your Impression Share. It allows you to gauge whether your advertisements are being delivered as much as they could.
6. Use A/B testing
Another way to enhance your ad’s relevance and click-through-rate (CTR) is by testing the ad copy to determine which one best resonates with your audience. Try different calls to action (CTAs) to see which attracts more links.
Use different ad formats, images, and copy to determine which ads are the most effective. You can use tools like Google Ads suggestions to gather ideas. The more tests you perform, the better you can fine-tune your campaigns and boost your CTR.
7. Optimise your landing page
Users’ landing page experience is one of the main factors used to calculate your Google Ads Quality Score. Google now prioritises good user experience, so ensure that customers can easily navigate your site and that your content loads quickly enough to sustain your visitors’ attention.
Raise your score by optimising your landing pages for your target keywords. Constantly work on loading speed, readability, and other factors that affect user experience.
Also published here; originally written by Verz Design and has been reposted with permission.