How to Improve Quality Score for Google Ads

How to Improve Quality Score for Google Ads
How to Improve Quality Score for Google Ads

Every Google Ad comes with something called a “Quality Score.” These scores are what you might expect – they determine the quality of your ads. But what are they based on and how can you improve the Quality Score for Google Ads? We are tackling those questions and more in today’s blog. 

What is a Quality Score for Google Ads?

Your Quality Score is a valuable tool in identifying ways to improve your ads, keywords, and landing pages. It is a general indicator that shows you which areas to focus on. In doing so, you will improve the performance of your ads, boosting how many times they appear on the page and where they appear on Google. A Quality Score is ranked 1-10. A Quality Score of 8, 9, or 10 is considered excellent. 

What Makes Up A Quality Score? 

Your ads’ Quality Scores are primarily made up of three components: 

  1. Expected click through rate (CTR)
  2. Ad relevance
  3. Landing Page experience

All of these components are ranked as “below average,” “average” and “above average.” 

Expected click through rate is self-explanatory. It’s Google determining the likelihood that people will click on your ad. 

Ad relevance is Google deciding whether or not your ad matches up with the user’s intent behind their search. For example, if a user is looking for a new phone, but your ad about laptops is shown to them, then your ad isn’t relevant and likely targeting the wrong audience. This will lower your Quality Score. 

Landing page experience is an interesting data point. It looks at how relevant and useful your landing page is to help cut down on irrelevant content on Google. Therefore the more fine-tuned your landing page is, the higher your Quality Score will be. 

It boils down to this: make a relevant ad and landing page that targets the right keywords and audience, and your Quality Score will automatically be higher. So…how do you do all that? 

Make Your Ads Relevant to Keywords

The first thing you need to do is make your ads relevant to the keywords you’re targeting. So if you want your ad to show “laptops for sale,” then your ad should be about selling laptops. Pretty straightforward, right? 

If your Ad relevance has a status of “Below average” or “Average,” try this:

  • Match the language of your ad text directly to user search terms.
  • Split ad groups based on how easily you can target them in ads
    • For example, splitting “Macs for Sale” and “PCs for Sale” related keywords in two ad groups would be a smart idea
  • Try grouping your keywords into themes to increase relevance. 
    • For example, putting “gaming PC” and “PC for teens” together would work well! 

How to Improve Expected Clickthrough Rate 

As we mentioned earlier, the expected clickthrough rate indicates how likely people are to click your ad. Click-through rate is usually impacted by how relevant your ad is, how compelling the copy is, what you’re offering, and the call to action. To improve your score, try: 

  • Editing your ad text to make your offer more compelling 
  • Highlighting a unique benefit of your product or service
    • Free shipping
    • Locally owned small business
    • Organic products
  • Trying different calls to action 
  • Be specific! 

There may be times when a more specific ad leads to lower CTRs, but higher conversion rates. 

Look for the balance that leads to the best possible performance for your goals.

Try Updating Your Landing Page

Landing pages can make or break a sale in less than 20 seconds. If your page looks outdated, irrelevant, spammy, or untrustworthy, then you’re likely going to lose the sale and have a lower Quality Score. 

To improve your landing page, try this: 

  • Keep your messaging and tone consistent between your ads and landing pages
  • Give people what they are looking for immediately on your landing page. Don’t make them search or scroll too far!
  • Make your website mobile friendly. 
  • Improve loading speed. 

Keep in mind that you don’t need to optimize your landing pages using keywords or use the word-for-word search term phrases. Save those for the ads! 

If All That Doesn’t Work? 

If all of that doesn’t work, then look beyond the Quality Score and dive into your audience targeting, your conversion rate, and site engagement. It’s very likely that you’re targeting too broad of an audience, or one that isn’t big enough! 

As you review your performance, you can also use your Quality Score as a filter to find things like your high -performing keywords, your keywords and ad groups that are under performing, and determine which ads need to be revamped, or just turned off. 

If you need a little help, Helix House, an award-winning digital advertising agency and subsidiary of Business Warrior, will be happy to lend a hand! Reach out today to see how quickly you can raise your Quality Score and turn a higher profit with Helix House! 

Finally, remember that a Quality Score is just a predicted metric. You can have a low score and still be getting high conversion rates for specific keywords and ad campaigns. If it ain’t broke, don’t fix it! 

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