We all know that Google gives each keyword you bid on a quality score, which affects the keyword’s CPC (cost per click), ads rating, and impression rate.
In other words, the quality scores of your keywords will have an effect on how well your ads do.
This article will show you how to improve the quality scores of your Google ads by following Google’s general suggestions. Want to find out? Continue reading.
What is the score for quality?
At the keyword level, the quality score is measured on a scale from 1 to 10 based on how relevant and good Google thinks the keyword, its ads, and its landing page are.
Google then changes the CPC for each keyword that was bid on based on how well it did.
In a nutshell, the lower your CPC will be, the higher the quality score.
Google looks at the bids and quality scores of all competing ads and ranks them to decide where your ad will show up on the search results page.
- Minimum CPC times Quality Score equals Rank
- You can raise the rank of your ad by doing either of the two things below:
- Increasing bids
- Getting a better quality score
It seems that this is why it’s important to improve quality scores: so that your ads get more impressions for the least amount of money.
How do you figure out the quality score?
Google has said that the following three things will be used to judge quality scores:
- CTR stands for click-through rate.
- Ad importance
- Relevance of landing page
- There are three different levels for each criterion:
- Not very good
- Average
- More than average
Please keep in mind that they are calculated per keyword, no matter what type of keyword match it is.
And the quality score is the total of the scores from the other indexes.
How to improve the quality scores of your Google ads
Google uses the quality score to figure out how well your ad meets the needs of users. The better your ad does, the more satisfied users are with it, so Google will charge you less.
So, this is a good way to improve the quality scores of your ads.
Now that you know how the quality score is calculated and what factors go into it, you can use the following tips to improve your ads.
Boost CTRs
First, you need to get rid of those keywords that don’t matter and are wasting your money;
Second, you should improve the match types to make it easier for keywords to reach the people you want to reach. For example, the keyword “PS5” is a broad match, so it will show up when someone searches for “Fix out Playstation 4”
Make it easier to use landing pages
You should pay attention to mobile experience and page load speed because they have a lot to do with your page’s bounce rate, which shows how relevant the page’s content is to what users expect.
Test My Site is a tool made by Google that you can use to find out how fast your site is and how to make it faster.
How to Improve the Quality Score of Your Google Ads
Make ads more useful
Based on my long experience with optimizing Google ads, I’ve found that improving CTR or landing page experience is twice as effective as improving ad relevancy. As a result, you should focus more on improving CTR and landing page experience.
Conclusion
Keep in mind that improving the expected click-through rate or the experience on the landing page has twice the effect on the quality score as other measures, so these two should be your top priorities. But that isn’t always true. If your scores are already above average, you don’t need to waste time trying to get even better.