If you’re running a pay-per-click campaign with Google Ads — whether you’re planning a new strategy or you’re not achieving your desired results — you should understand how to improve your quality score.
The quality score is a rating between 1 and 10, scored and provided by Google. There are three main factors that influence the quality score of an ad, including:
If you’re not sure how your ads are being scored, you can check your quality scores here.
If your score is low, it’s hugely beneficial to try and improve it.
Your quality score affects the position of the ad and the cost per action.
The best way to get a good quality score on Google Ads is to focus on three key factors: the expected CTR, the relevance of ads, and the landing page experience. If you can improve these areas and address any weak points in your strategy, you should find that your score increases.
The expected click-through rate is an estimate done by Google’s AI. It’s trying to predict the percentage of users who will click on your ad.
There are three ratings: above average, average and below average. If your score is below average, it’s wise to analyze and review the text in your ads to improve keyword relevancy and to target your top keywords. Be specific and utilize a good mix of solid keywords.
Take the example of the keyword phrase “striped socks.”
An ad that mentions “striped socks,” “decorative socks,” “patterned socks,” and “colored socks” may perform well for the keyword.
More general phrases like “sock store” or “a wide range of socks” might not benefit the ad’s expected CTR.
Your ads need to be relevant to the services and products you’re promoting.
In other words, the ad copy should match the landing page. Whatever your ad claims, your landing page should back it up.
In the socks example, the ad mentions “patterned socks.” If the landing page shows only solid socks, that’s poor ad relevance.
By the same token, general ad copy such as “Shop here for accessories” probably isn’t as effective for a page that’s just for socks.
Landing page experience is a rating of the page users see after clicking your ad. To score highly, Google recommends clear, informative, useful pages that are relevant to the ads.
Research suggests that it takes just 0.05 seconds for a web user to form an impression of a web page.
Landing pages play a critical role in converting leads, and it’s essential to get the design, content and functionality right to improve your Google Ads quality score and maximize the chances of making sales.
Here are some tips to improve the landing page experience:
If you’re running a Google Ads campaign to promote your business and drive sales, it is vital to understand how quality scores work and how you can improve your ads.
To get a better score, focus on choosing the right keywords, crafting ads that are relevant to the keywords, and creating landing pages that provide a great user experience.
If your scores are below average, start making changes to improve your chances of creating leads and boosting sales.