How do you evaluate an advertisement’s quality? To do just that, Google Ads has a quality score mechanism. Learn about the factors that affect your score in this post and how to raise it.
A significant portion of Google’s advertisement optimization involves raising the quality score. Why? Consider a world without quality ratings. In this scenario, the only distinction between keywords is the price an advertiser is willing to pay for a click on their ad. The wealthiest rule the entire ad kingdom in this hypothetical universe, while the poor remain poor.
You’re in luck, I suppose. Because in the real world, your bid amount alone won’t guarantee a spot in the top ad position. Even though aggressive bidding can get you in the top spots, if your quality ratings are poor or below average, you’ll waste your money and not last very long.
The fundamental goal of Google’s search engine is to match consumers’ queries as closely as possible, so you must maintain a high relevance score for your Keyword-Ad-Landing-Page combo. This three-part relevance score, which influences a keyword’s quality score among many other variables, is crucial. You’ll receive a reasonable and high-quality score from Google Ads, sort of a “pat on the back,” if you keep your ad pertinent to users’ search queries while sending them to an appropriate and pertinent landing page.
Advertisers with a low-quality score who attempt to bid aggressively to claim the top ad position are likely to receive “punishment” from Google in the form of higher click-through rates, a decline in ad rank, and finally, placements on the bottom pages or infrequent appearances.
Sound ominous? It is possible. However, you may raise your quality score in a few easy ways, which may surprise you.
What is a quality score for Google Ads?
Google evaluates the quality of your advertising and keywords to determine your Google advertising quality score.
For the most part, Google evaluates “quality” regarding relevance. Tricks like overusing the primary keywords hurt rather than help the score. We’ll cover them soon because there are a lot of elements that determine your score.
It’s critical to understand how your Google quality score impacts your bottom line before continuing. Your Google ad quality score initially determines your cost per click. A higher ranking will enable you to reach more people for less money. Your maximum bid makes up the second component of that element. Your highest bid is multiplied by your quality rating. The outcome decides where your advertisement will be placed in the auction.
Therefore, if you worry about improved performance at a reduced cost, the Google Ads Quality Score is crucial. Let’s talk about what offers certain advertisers a competitive edge over others, as practically everyone using Google Ads wants these advantages.
How To Calculate Quality Score?
Through its users’ eyes, Google evaluates its ads’ effectiveness. Google will consider your advertisement favorable if it is exciting and relevant to users. Because Google’s ad inventory is becoming more expensive, it has a strong incentive to maintain customer satisfaction with the search engine. Because of this, valuable ads and encouraging user involvement are rewarded. This involves giving sponsors financial incentives to keep their information current.
The ad quality score algorithm uses several intricate computations. Your score is determined by three key elements, though.
What Are the Three Primary Elements That Affect Ad Quality?
Several short- and long-term performance measures affect your Google Ads Quality Score. What, then, are the critical determinants of ad quality? Google lists the following as the main factors:
- Ad Relevancy
- landing pages Experience
Your predicted CTR measures how likely someone will click on your advertisement after viewing it. When your advertisement appears in search results, the more users click on it, the better.
According to Google’s guidelines, “relevance” refers to how closely your advertising’ content matches the searchers’ intentions (about their keywords). Your score will improve if the stuff you include is pertinent to users. Naturally, straying too far from the topic will reduce your score and conversion rate.
The final element, landing page behavior, measures how consumers respond after clicking on your advertisement. Google is interested in both the number of clicks and the number of subsequent actions. Your landing page will be more relevant to users and perform better with superb UX (user experience) design and top-notch ad copy. For Google’s bot to correctly read a page, it must have live content. By doing so, Google can better determine that the page is an extension of the advertisement and is thus highly relevant to the user.
Components of Google Ads Quality Score
Ad rank is presented in straightforward categories, keeping with Google’s apparent devotion to simplicity. You are ranked either way for each of the elements above.
- Above the Average
- Blew Average
- Under Average
How competitive your advertisement is determines its standing. The benchmark is every other advertiser vying for the same term. Google only considers ads from the past 90 days in that competition. In that regard, advertisers are encouraged to increase their competition level and relevance to current trends.
Your advertisement’s status is intended to be used to prioritize performance metrics. For each of the three key criteria, you will frequently behave differently. A “below average” status is thus not necessarily a reason for alarm but rather a signal that you have room for improvement. In essence, it’s a warning of how much you are either lagging or outpacing your rivals.
Where Can I Find My Google Ads Quality Score?
Your Google Ads account has information about your quality score. Choose “Keywords” from the menu on the left. The column icon will then appear in the table’s upper-right corner. When you click on that, you’ll see the “Modify columns for keywords” option. Select “Quality Score” by clicking there.
How To Increase Google Ads Quality Score?
By experimenting and advancing continuously.
Where an advertiser’s ads appear is determined by their Google Ads scores; therefore, raising your score over time is critical. You must do better in the three key areas to raise your score. Each of those variables, though, is dependent on several other variables.
Improving Keyword Google Ads Quality Score
Finding the most relevant keywords to add to your ad plan is the aim of keyword research. You can accomplish this with a variety of tools. The most well-liked ones include Google’s free Keyword Planner and websites like SEMrush, SimilarWeb, or Ahrefs.
Examining “search terms” will also help you find fresh terms from your campaigns. Through Dynamic Search Ads (DSA) campaigns, new keywords may be found.
Long-tail keywords are simple for inexperienced SEOs to ignore, yet they can effectively drive traffic for cheaper CPCs. Longer keywords with fewer search volumes and less competition are known as long-tail keywords.
Levels of relevance and desired location are divided across keywords. For instance, omitting some keywords will undoubtedly send consumers to your rivals’ websites first. The placement of keywords in the material is referred to as their position. The importance of titles is higher than that of headings, subheadings, and main material.
Keyword research is the foundation for keyword optimization. With thorough research, you can be sure your work has all the crucial keywords.
Titles are very significant. While it’s crucial to keep visitors on your landing pages and encourage more of them to click through, they must initially click. You can become more effective by conducting split tests on various titles that appeal to your target market. Your Google quality score will rise as more people become aware of your advertisements and begin to click on them.
Improve Landing Page Experience
How visitors respond after clicking through is influenced by your landing pages’ written and visual content. More sales and a higher Google AdWords quality score result in better landing pages. That means that while keywords are crucial, so are all other design elements. Creating professional landing pages that convert is the last stage of generating sales and raising your quality score.
Google Ads Quality Score depends On
After discussing the main components of Google’s ad quality score, it’s time to break everything down. Different ad quality levels exist:
Quality score at the account level (your overall Google Ads quality score)
- Ad group quality rating
- The score for keyword quality
- How to Increase Your Keyword Quality Score
- The quality score for a given keyword is established by:
- Ad viewers’ exposure to relevant keywords
- How helpful do users find the landing page?
Better research is the only way to raise the keyword quality score. The scope of research extends beyond specific keywords. Consider looking at the impression share as well. The percentage of impressions your advertisement received from all the possible impressions is known as the “impression share.” If your impression share is poor, your ad spend might be too meager.
The match type of your keywords is another aspect that should be improved. Only using exact matches will result in a slower impression increase. CTR should determine the order of ad groups and keyword matches. Although it can help choose a focus, advertisers should consider broader keyword categories. This is a fantastic approach to finding new phrases, but optimizing search terms in advance is essential to prevent advertisers from paying for useless keywords.
Last but not least, as previously indicated, you shouldn’t limit your competition to the most popular keywords. There needs to be a balance. Additionally, since your impressions will be much more constrained, you shouldn’t just focus on optimizing for the most specialized terms. Fortunately, Google provides a tool on the “Opportunities” page to assist with this. Advertisers can find fresh, pertinent keywords within an ad group using the Opportunities tool.
Anatomy of the Landing Page Google Ads Quality Score
A higher quality score, according to Google, indicates that your landing page will be “more relevant and useful to someone searching for your keyword, compared to other advertisers.”
The landing page quality score includes a few metrics, much like your overall quality score. Originality is important. While using well-known keywords that people naturally look for is a brilliant idea, it also pays to create content that is as creative as possible and puts a distinctive twist on the issue.
Google determines the relevance of your landing page using data like bounce rates and other related factors. Offer original, fresh, and engaging material to keep users on the landing page. Even if the copy is strong in this case, individuals are more likely to stay on pages with superior design for a longer period. The effectiveness of your landing page is greatly influenced by elements like CTA colors, image quality and compression, video use, customization, the use of testimonials, and more.
Final thoughts on raising Google Ads Quality Score
Everything needs practice to become proficient at it. However, you may enhance and optimize your advertising with some focused effort and intelligent decision-making, eventually improving CTR and a rise in quality score. The final product is a tremendously successful campaign.