Are you using your Google ads to its best use? Have you been feeling like you have invested a lot in google ads but haven’t seen any conversion rate on your landing page? Well, there could be a number of reasons for it. Maybe you are not using relevant keywords. How’s your PPC campaign? Maybe you have been focusing on negative keywords? There are other aspects to getting a good quality score on your AdWords campaign. You need to focus on your ad position and google ads quality score to make sure that your investment meets your expected click-through rate.
If all this information seems new to you, don’t worry. We are here to give you a comprehensive guide on how to improve your quality score on google ads.
What Is Google Ads Quality Score?
Google ads quality score is the ranking of your keyword in Google’s algorithm. The score ranges from 1 to 10. It basically indicates how revealing your keywords are and how much value Google puts on it. If you have a higher google ads quality score, that means you have relevant keywords. Your quality score factor has a lot to do with your visitor’s landing page experience.
Google ads quality score reflects on your landing page, google ad and your keywords altogether.
Let’s go deeper into what google ads quality scores are made up of. We will break it down for you.
As we said, your landing page, google ads, ad extensions, and the relevancy of your keyword gives you a higher quality score. A higher quality score means that you will pay less per click. A low-quality score means that you will pay more per click. Note that we have written “click” and not “conversion.”
This might sound a bit confusing to you at first, but what isn’t. As you understand what is google ads quality score, you will understand ad relevance, quality score optimization, and you can increase your clickthrough rate.
Why Are Quality Score In Google Ads Important?
A high ad position is required for your brand to make a powerful impact on your target audience and for your company to expand and reach more people.
When your google ads quality score improves, your cost per click lowers. When your cost per click lowers, your cost per conversion also gets lowered. This, in turn, means that you will be earning and saving more money. If you are an independent business owner, you have to be smart about your financial decisions. And, optimizing your google ad quality score is one effective way of increasing your profits.
Most importantly, improving your google ads quality score can lead to lowering your CPA, which stands for cost per acquisition.
Manage your AdWords account and improve your ad rank, which will help your business save money and find organic traffic.
Analyze Your Quality Score Breakdown
Google Ads provides its customers with three ways that they can break down their quality score. The three ways are Ad Relevance, Expected CTR, and Landing Page Experience. When you see these categories separately, you can understand where you are lacking and focus on improving those factors.
There are other factors that go into affecting your google ads quality score as well. Here’s a broader list of factors that affects your score one way or the other.
- Your Google Ads CTR, which stands for current and expected.
- Your website’s display URL.
- The relevance of your google ad to the search term.
- Your website’s landing page quality also matters.
- Your google ads performance in particular geographies, from states to cities.
- How well is your google ads performing with particular electronic devices?
To summarise, the major points you need to remember is that expected CTR, ad relevance, landing page relevance equals your google ads quality score.
Now that we are clear on which aspects comprise and affect your google ads campaign, let’s go through some issues surrounding quality scores.
We will list below some of the facts, conspiracies, and myths surrounding google ads quality scores. Yes, there are many theories on what increases or lowers your score and how they do it. Unfortunately, like many things on the internet, some of the theories are just myths. Search engine algorithms change all the time, and so, ways of doing things always get updated. We will tell you the latest tried and tested facts that will help you with a high Adwords quality score.
Here Are The Facts
As everyone is aware, causation and correlation are not the same things. Likewise, there are several factors that are correlated to google ads quality score and others that cause the fluctuation in a website’s ranking. We have listed down factors that cause or affect your google quality score.
CTR AKA Click-Through Rate
Your click-through rate is one of the main factors that can get you a high-quality score. Even Hal Varian, Google’s chief economist said in a statement that it comprises about 60 percent of Google Ads Quality scores.
Click-through rate can also be translated to clicks divided per impressions. When you successfully improve your click-through rate, Google’s algorithm will automatically bump up your quality score.
Remember that CTR is highly subjective. They are made up of various keywords. And, each keyword, their historical quality score, its current competitor matters. The key is to stay active and relevant. As we mentioned before, the relevancy of a keyword changes all the time, so you not only need to know how you are performing, but who are outperforming you as well.
If your keyword has a 10 percent CTR, it’s quality score might be 4/10. And if your keyword has 2 percent CTR, chances are, it will have an 8/10 quality score.
Keyword To Ad Ratio
Although CTR and their effect on quality scores have been common knowledge ever since people started paying attention to google ads accounts, keyword to ad ratio is fairly new. However, it is the second most important factor that contributes to a high AdWord score.
Every single keyword ad group matters. The thing you need to remember about this factor is that the higher the number of keywords (however relevant you think those are to your google ads), the greater the chances of diluting your ad. You might think that a higher quantity of keywords matter. But let us tell you, it’s the precision and quality of keywords that matter the most.
If the message between your keyword and your google ad is diluted, then it means that your click-through rates will be lower than your expected CTR. This, in turn, will lead you to get lower google ads quality score.
What you need to do is restructure all the ad groups that have keywords with low-quality scores. The best option to restructure is not to delete any keywords but pause them. When you pause certain keywords, their calculated quality scores still remain in the software’s history. So, rather than deleting them completely, you will have saved whatever benefits they brought in. Furthermore, when you add other groups for keywords, Google won’t see them as duplicates.
It would be good to remind you again that different ads groups have a differing click through rates. So, don’t forget to analyze them first. One solution to this persistent issue is to use Dynamic Keyword Insertion.
What’s The Ratio Between Your Keyword And Your Search Term?
The ratio between a keyword and its search term has often been compared to icebergs. When you look at an iceberg, the top portion above the sea might be huge, but it is nowhere near in comparison to what’s below the surface.
Similarly, one keyword can contain fifty different search terms. That’s why you need to be extremely careful to use exact match keywords and search terms. When you focus on broad matches, match modifiers, and phrase match, you will notice that the ratio between the keyword (which is visible and above the surface) and the search term (which is hidden but connected, and under the surface) is far from equal.
The discrepancy will vary from keyword to keyword depending on their match type. Focus on tightening this ratio to increase your CTR and your google ads quality score.
Quick bounces refer to the landing page experience of your website visitor. For instance, imagine that a visitor clicked on your website only to leave it immediately, it will reflect poorly on your website and lead to a low-quality score. But what if that visitor comes back again and tries to reload your page? Well, things might seem like they have improved, but that’s not always the case.
Time spent by a visitor on your website and bounce rates is two metrical factors that you can find in Google Ads Analytics. We recommend that you don’t waste too much time on these two aspects. However, if you know how to analyze them properly, you can figure out which keywords are irrelevant. If you have a low google ads quality score, it might be because you are using the wrong keywords.
If you think that exit popups can improve a visitor’s landing page experience, you cannot be more wrong. They are just short term reliefs, and mostly indicate a much deeper problem of a broken website or a landing page.
Landing Page Experience
Although this factor is subjective for each visitor, an overall analysis can help you understand your buyer persona and, in the process, improve your google ads quality score.
Landing page experience depends upon your landing page design, and it has gained much importance over the years. Remember that this factor depends on your individual user and their experiences, so don’t break your head over every tiny detail.
Some of the biggest factors that you should keep in mind while improving your landing page experience to get a higher google ads quality score as:
- Where do you get your content from? Is it an original work or did your copy the content from another competing website?
- How do you build a trusting relationship with your website visitors? This is a major factor in improving your landing page experience. One thing you can do is provide a business address, social media handle links, and other business details in your About Us section.
- Did you put extra thought and effort into making your website easy to navigate? Your ad quality score and conversion rate depends on these tiny user-friendly details.
- Check if Google bot can crawl your text on your landing page easily.
Your landing page is the virtual face of your brand, make sure that visitors have a pleasant experience.
What’s The Load Time Of Your Landing Page?
This is another factor that is related to your user’s landing page experience. If a website doesn’t load fast, it’s natural that a visitor will turn on to another website. The internet has no shortage of sources. And if you want to make your website popular, you need to focus on the needs of your customers.
In the digital industry, the standard rule is that if your landing page takes more than three seconds to load, people will switch to another website. It’s that fast. And, this will further lower your Google Ads quality score. Note that a landing page’s load time will vary from region to region.
You can visit Google’s PageSpeed Insights to further check how your URLs are doing. – Read more