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Google Ads Quality Score: Examining the Key Factors

Google Ads Quality Score: Examining the Key Factors

A Google Ads Quality Score is an assessment of the performance, relevance, and quality of your ads in the pay-per-click (PPC) advertising platform. Quality Score has an effect of your cost per action and the position of your ads the Google Quality Score determines the profitability and success of your PPC.

Better management and organization of Google Ads campaign can raise your Quality Score in a number of ways. You can take control over your quality score by taking the following steps.

Better keyword information – increase the relevance of your keywords by doing better keyword research to build your campaigns on the right basis.

Valuable account structure – organize your keywords into small groups that are closely related to obtain high Quality Scores. This will enable easier creation of precise ads and landing pages that will reach your target audience.

Make your ads more relevant – Google ads that speak and convince the searcher’s query will increase your click-through-rate (CTR) which is the best route to a higher Quality Score and less costs per click.

A High Quality Score Starts With the Right Keywords

The key words you use determine the activity of your PPC; this means that if they are weak, it will negatively affect the whole AdWords account. The problem with most search marketers is that they depend on public keyword tools that are free to create their PPC keyword catalogue. This can render you irrelevant as you do not know if the keywords provided by the tools are relevant to your clients and business.

It is better to rely on your web analytics and log files as a source of keyword information. The private data sources develop actual phrases and words that actual customers use when looking for products and services that you provide. They will also provide you with a true picture of the keywords that drive the most traffic that also lead to conversions. Therefore, it is good to first concentrate your PPC efforts on those areas by not making wild guesses that rely on common global data.

Improve Quality Score by Grouping Keywords

The key to obtaining a high Quality Score as group is relevance; keywords in an ad group should have a relevant meaning when put together. For instance, when looking for keywords to use for a furniture store, you may have many keywords that you cannot put them all into one group. The alternative is to create a distinctive ad and landing page for each keyword in the list.

To solve this, it is good to group your keywords by theme and then divide those themes into subthemes and so on, where you will create a pecking order of smaller manageable groups of keywords. You will now be able to write an ad and landing page for the groups. This will make your life easier which will in turn improve your Quality Score.

Write Google Ads that are of High Quality

As a way of emphasis, to obtain a high Quality Score on your AdWords, you have to consider several factors that include:

• How relevant is your ad to the keyword
• How relevant is your ad to the landing page
• How has your account been performing
• What is the rate of your click-through-rate

It is clear that the quality and impact of your ads is vital in obtaining a high Quality Score. Use of the right keywords improves your rankings in addition to catching the eyes of prospective customers to enhance CTR. This will result in improvement of your Quality Score thus giving you more publicity at a lower cost.

Another way to make sure that your Google Ads receive a high Quality Score is to test and refine the ad copy. At the start of the campaign, you can try out a few options for every group to establish the ones that acquire CTR.

Adding negative keywords is also an effective way to have a high Quality Score as it eliminates wasted spend and drives out useless leads. You should do this at the start of the campaign but remember to look out for other prospective additions once you have gone live.

The use of long-tail keywords could mean a higher CTR, as they are less competitive due to their low costs. It is easier to align your landing pages and your copy using long tail terms.

It may seem like an obvious thing to do but following the rules can earn you a higher Quality Score. Following the rules means that you check all boxes for the campaign that include geo-targeting, adding conversion tracking, multiple ad versions, and ad extensions. Though this may seem like an obvious thing, many people skip over the basics while trying to add content to their campaigns.

Regular Evolution

Getting a high Quality Score and maintaining the status are two different issues. Due to evolving of user searches, so will your ad relevancy which will be followed by the Quality Score. You must aim to achieve a highs score by regularly working on your campaigns. This will be achieved by regular addition of ad groups and keywords, reviewing your results, and changing up the copy and creative to enhance your approach.

Final Word

In conclusion, when developing, organizing, and revising your campaigns, you should be cognizant of what goes into your quality score. For instance, your click-through rates, relevance of your keywords to their respective ad groups, relevance and quality of the attached landing pages and the relevance of your copy you go ahead. Do not forget to use long-tail keywords as they will provide more detail while improving your CTR, which is a major factor in obtaining a Quality Score. Though it may be a case of trial and error, the exercise is worthwhile as it will improve your quality score. When the quality score of your Adwords improve, it will lead to better conversion rates, lower CPCs, and a higher campaign return on investment to boot.

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Vanessa Simms
Vanessa writes on a range of subjects for the Search South blog, but has a strong focus on her core interest area of Google AdWords management best practices.