What is Quality Score and what influence does it have on Google Ads?
To create and maintain a successful PPC marketing campaign through Google Ads, Quality Score is key. Your site’s Quality Score has a direct impact on the overall cost and ROI of you pay-per-click campaigns. Google’s Quality Score influences the performance of your PPC ads and the cost of each click and conversion.
Quality Score is a metric used by Google as a way of gauging and ranking both quality and relevance of your PPC ad campaign. This score is then used as a way of calculating the cost-per-click fee and is then multiplied by your maximum bid amount as a way of determining where you PPC ads will rank during the auction process.
There are numerous elements that influence your Quality Score, these include:
- The relevance of your content, keywords, ad copy, and landing pages.
- Click-through rate.
- The reputation of your Google Ads account
These are just some of the most important elements that Google takes into consideration when determining your Quality Score. Google hasn’t specified exactly which order these elements are valued in its algorithm, but it’s probably a safe bet to say that your click-through rate is critical to your Quality Score. When your click-through rate increases it means that your impressions are also increasing, and that more users are clicking on your PPC ads. This shows Google that your ads are relevant and engaging. So, the higher your Google Quality Score the lower your CPC (cost-per-click) and higher ad placements on SERPs.
It pays off to optimize your Quality Score…
Quality Score has a direct impact on how successful your PPC campaign is. By improving your Quality Scores you will be increasing the chances of higher ROI because a high Quality Score means that the cost per conversion will go down. The cost per conversion is the fee you pay every time a lead becomes a conversion and carries out whatever it is that your business is offering. A high Quality Score decreases both cost per click and cost per conversion.
How do I go about improving my Quality Score?
Seeing as your Google Quality Score is the deciding factor in how often and when Google displays your PPC ads, it is crucial that you strive to continuously optimize your campaign in order to increase your reputation. Here are a few important areas you should be taking the time to perfect if you want to improve your Google Quality Score:
- Create landing pages that are user-friendly and engaging. Include simple and easy call-to-action buttons. Split test different versions with various content, layouts, images, colour schemes to see which landing page works best for your PPC campaign.
- Keep researching to find new and relevant keywords to maximize the chances of your ad reaching your target audience.
- Along with keyword research you need to manage and organize your keywords into categories that can be easily linked to specific ad campaigns depending on what the search queries are.
- Make sure that your ad copy and content is unique, engaging and relevant. If your ad copy meets the demands of your target audience your click-through rate should increase which means that your Quality Score could also improve.
- Be aware of negative keywords that can be costly to your budget.
This brings us on to the next important topic; what are negative keywords?
Google defines negative keywords as: “A type of keyword that prevents your ad from being triggered by a certain word or phrase. Your ads aren’t shown to anyone who is searching for that phrase. This is also known as a negative match.”
“For example, when you add “free” as a negative keyword to your campaign or ad group, you tell Google Ads not to show your ad for any search containing the term “free.” On the Display Network, your ad is less likely to appear on a site when your negative keywords match the site’s content.”
Quality Score is a all about relevance. By maximizing the relevance of your content and ad copy, and by organizing your keywords into relevant ad groups, you should improve your overall Quality Score because Google will consider your ads and content as being highly relevant to the demands and needs of your target audience.
A Quality Score that circles around the lower end of the spectrum is generally down to a lack of relevance.
Keywords make up the building blocks for a strong Quality Score foundation…
A common mistake that advertisers make is using free keyword software to construct a list of keywords for their PPC campaign. The issue with this approach is that you don’t know how accurate the results actually are, and you can’t be 100 percent sure that they are the most relevant keywords for your business offering.
A site’s log files and analytics software often provide accurate keyword data. These keyword sources give you an insight into the exact search queries that users make to locate your ads and site. This will give you a better understanding of the most popular keywords that drive the most amount of traffic and clicks to your PPC ads.
It is important that you break your keywords down into groups. Once you have clear cut keyword groups you can go ahead and create ad copy and landing pages that relate to each category.
Landing pages: Developing better user experience
The whole process of improving your Quality Score boils down to having a balanced ad campaign in which all elements work together. With this said, you should contrast your keywords with the ad copy on your landing page. Does your landing page provide the relevant content that your visitors are looking for? Is it easy for someone to navigate and is the layout easy to follow? Does your landing page address your visitor’s search query? These are just a few questions that you should be asking yourself when attempting to optimize your ad campaign to improve your Google Quality Score.
Let’s have a look at an example; if a user searches for ‘blue short-sleeve shirts’ and Google displays your ad, when they click on your ad they are expecting to see just that. However, if they click on your ad and then finds red long-sleeve shirts or cannot navigate themselves easily through your landing page, or the loading speeds are slow, chances are the user will abandon your site lowering the relevance of your site.
Any of these elements can have a bad impact on your landing page’s user experience.
Allocate keywords to Ad groups
When setting up your ads and keywords, it’s a good idea to organize them into relevant ad groups. When your chosen keywords are broken down into specific groups, it will enable you to create ad copy that is relevant to what your target audience is searching for.
The key to improving your Google Quality Score is relevance. Everything needs to be working together for visitors to value the information you are providing.