Any marketer or website owner running Google Ads knows that a good quality score is essential to having a successful campaign. A quality score is determined by a number of factors, including the relevancy of your ad, the engagement of your ad, and the overall user experience of your website. In this blog post, we’ll give you some tips on how to improve your quality score and thus run a more successful Google Ads campaign.
Why is your Google ads quality score important?
Google’s Quality Score is an important metric that determines how much you pay per click and where your ads are placed. A high quality score means lower costs and better ad positions. The quality score is based on various factors, including the relevance of your ad text and landing page, as well as your click-through rate (CTR). A high Quality Score means that your ad, keyword, and landing page are relevant and useful to searchers, which also helps to keep your CPCs low.
1. Keep your ads relevant
One of the most important things you can do to increase your quality score is to make sure that your ads are relevant to the keywords you’re targeting. Irrelevant ads will not only result in a low quality score, but they’ll also result in few clicks and conversions. So take some time to ensure that your ads are properly targeted before you launch your campaign.
There are a number of ways to improve the relevance of your ads, including:
- Using keyword-rich ad copy
- Targeting long-tail keywords
- Creating separate ads for each keyword you’re targeting
2. Make use of negative keywords
Another great way to improve your quality score is to make use of negative keywords. Negative keywords allow you to exclude certain terms from your campaigns, which ensures that your ads are only being shown to users who are actually interested in what you’re selling. This increases the chance that they’ll click on your ad, which will in turn improve your quality score.
3. Use Relevant Keywords
Another important factor in Quality Score is relevance. Your keywords should be relevant to your ad and landing page. If you’re selling shoes, for example, your keywords should be related to shoes, such as “shoes,” “sandals,” “flats,” etc. You should also avoid using broad match keywords that are not relevant to your products or services.
4. Create compelling ad copy
Your ad copy is also important for maintaining a high quality score. Ad copy that’s generic or doesn’t offer any value will result in few clicks and conversions, which will lead to a lower quality score. So take some time to craft compelling ad copy that accurately describes what you’re offering and why users should care. This will help improve both your quality score and your conversion rate.
5. Optimise Your Landing Pages
Your landing pages should be relevant to your ad and keyword. They should also be well-designed and easy to navigate. If you’re selling shoes, for example, your landing page should feature a product selection of shoes, not clothing.
In order for your landing page to be considered high quality, it should:
- Be relevant to the keywords you’re targeting
- Contain compelling and relevant content
- Load quickly
- Have a clear and concise call to action
Additionally, your landing page should be easy to navigate so that users can find what they’re looking for quickly and easily.
6. Improve your click through rate (CTR)
Improve your CTR by running ads that are targeted to a specific audience and testing different ad angles to see what resonates best with your audience. Try using call-to-actions (CTAs) such as “learn more” or “sign up now” to encourage people to click on your ad.
Another factor that can affect your quality score is your historical click-through rate. Google uses this metric to determine how often users who see your ad actually click on it. You can improve your click-through rate by creating compelling ad copy and using relevant keywords.
7. Target a specific location
If you’re targeting a specific location with your ads, you can improve your Quality Score by adding location extensions to your ads. Location extensions allow you to include additional information about your business, such as its address and phone number. Including this information can help improve both the relevancy and quality of your ads.
8. Use Ad Extensions
Ad extensions are additional pieces of information that you can add to your ads in order to make them more informative and more relevant. There are a number of different types of ad extensions available, including callout extensions, sitelink extensions, and call extensions. Adding relevant ad extensions can help improve both the quality and relevancy of your ads, which can in turn help improve your Quality Score.
9. Monitor Your Campaigns Regularly
It’s important to monitor all of your campaigns regularly in order to understand how they’re performing and identify areas where improvements can be made. Checking things like your CTR , conversion rate, and average position can give you valuable insights into what’s working well and what needs to be improved. Additionally, regularly reviewing your search terms report can help to ensure that your ads are being shown to the right people.
10. Decrease your bounce rate
Your bounce rate is a measure of how often people who click on your ad leave your website without taking any desired action. A high bounce rate indicates that people are not finding what they’re looking for on your website. A low bounce rate indicates that they are.
A good quality score is essential for running a successful Google Ads campaign. By keeping your ads relevant, making use of negative keywords, and creating compelling ad copy, you can improve your quality score and thus run a more successful campaign.
By following these tips, you can improve your Google Ads quality score, which will lower your costs and help improve your ad positions. Implementing these ten changes can have a positive impact on your Quality Score, leading to increased traffic and conversions for your business and a lower CPC.
However, if you don’t have the time or energy to devote to managing your Google Ads campaign, consider hiring a professional who can do it for you. At Nua Marketing, we specialise in helping businesses create and manage effective digital marketing campaigns that drive results.
Contact us today to learn more about how we can help you get the most out of your Google Ad spend.