What is Quality Score?
The Quality Score is Google’s rating of the overall user experience that your ads and landing pages provide when users search for your keyword. This is represented on a scale of 1-10, with 1 being the lowest and 10 being the highest. Increasing your quality score on Google AdWords can be helpful to increase your pay per click profits and the position your site or blog shows up in advertising. Increasing your score can be an indication that your ad or website is doing well. Without the score, you might not know some of your current features are hurting you rather than helping you. The AdWords quality score will tell you the measurement of aspects like the quality of your user experience, relevancy of keywords, and how your pay per click advertising campaign is performing. Once you understand what your quality score is and why it is important, you can begin to work on the factors that affect your score.
How to Improve Quality Score?
To get a higher quality score you all need to follow below mentioned points:
a.) Improving the expected Click-Through Rate:
The expected CTR is an estimate of how likely someone will click your ad when it appears for one of your chosen keywords. It assumes that the search term will match your preferred keyword exactly, and doesn’t take into consideration other factors such as type of device. There are three different statuses that you may get here:
- “Average” or “Above Average” – This means there are no significant problems with your keyword’s expected CTR
- “Below Average” – This means your keyword is expected to perform poorly in terms of CTR
If you receive a “Below Average” status on any one of your keywords, you might want to change the ad copy associated with the keyword to include more mentions of the keyword within your ad.
b.) By improving the relevance of your ad: Another way to improve your Quality Score is considering ad relevance. This refers to how well a keyword matches the message in your ads. Again, there are three possible statuses when it comes to ad relevance: Average, Above Average, or Below Average.
c.) To improve the landing page experience: When you’re trying to improve the Score of your keywords, you should compare them to the copy, or words, on your chosen landing page, as well as the landing page’s overall user experience. Here are some valuable questions to ask yourself:
- Is your landing page well-organised?
- How useful is your landing page to someone who clicks on the ad?
- Does your landing page have text that relates to someone’s search terms?
- Is your landing page clear in its directions?
d.) Keywords grouping to improve Quality Score: When you set up ads and their keywords, you’ll be creating ad groups for them to sit in. It’s a good idea to utilize several ad groups instead of housing all your keywords in one single ad group. Strategists and researchers have suggested that using between 1 and 10 keywords per group is more beneficial than using 15-20.
Improving your Quality Score helps you to maximize your advertisement budget, and achieve more results with less spend. To do this, pay attention to the above factors that affect Quality Score – expected click-through rate (CTR), ad relevance, landing page experience and keyword grouping.