Quality Score is a crucial part of building and maintaining successful PPC campaigns with Google Ads: increasing yours can help you cut your cost per conversion and help you save money.
But how is the Quality Score calculated? And what can you do to improve yours?
Read on to find out …
What is Google Ads Quality Score?
Google will assign a score of between 1 (lowest) and 10 (highest) to your PPC ads. This score is based on both the relevance and quality of the copy on ads and landing pages with regards to their specific keywords.
Your Quality Score will determine the cost per click (CPC) you’ll pay and your overall ad rank: the better your score, the lower your CPC, and the less you’ll pay whenever a user clicks on the ad. Google calculates ad rank by multiplying your maximum CPC by your Quality Score.
What Determines Your Quality Score?
Google bases Quality Score on several factors, such as:
- Ad copy relevance
- Click-through rate (CTR)
- Landing page relevance and quality
- Previous performance of your Google Ads account
- Relevance of all keywords to their respective ad groups
Google is secretive about how important each factor is when weighing up Quality Scores. Ultimately, your ads must cater to the needs of users searching for specific products or services. Ads that contain poorly written copy and weak keywords are less likely to help customers find what they’re searching for than better ads.
If your Google Ads campaigns receive a low Quality Score, you’ll pay more for your ads than you probably should. Improving your score can bring your costs down and free up funds to channel into other areas of your business.
4 Tips to Improve Your Google Ads Quality Score
Try these ideas to boost your Quality Score:
Focus on One Product or Service
Make ads and their landing pages as relevant to the user as possible by concentrating on one product or service. Landing pages that feature more than one offer bring in 266% fewer leads than one-offer pages.
Perform Extensive Keyword Research
Try to find new keywords you may not have considered or been aware of before. These could make your ads more relevant and more likely to generate leads. In particular, look for long-tail keywords if you don’t have any already.
Test Different Ads
Experiment with different ads to find the most effective and relevant option. Use varied ad copy and calls to action to see which achieve the highest number of clicks.
Increase Your PageSpeed Score
Pages should load within three seconds to reduce the risk of users clicking away out of frustration. Google’s PageSpeed Insights tool will show you how quickly your landing pages load: get them as fast as you can to ensure a better user experience.
Take the Next Step to Higher Quality Scores
Our Orange County digital marketing agency is here to create the right PPC campaigns for your business. Speak to our team now to discover how we can boost your Quality Score!