How to Improve Quality Score in Google Ads
If you improve your ad relevance and enhance your landing page experience, you can boost your Google Ads Quality Score. This will result in lower CPCs and better ad placement.
The most effective way to improve Quality Score is by implementing a granular account structure and optimizing your keywords, ads, and landing pages. This will allow you to get in front of the right audience at the right time, leading to increased reach and ROI.
Keyword Research
Conducting thorough keyword research is one of the most important PPC activities. Use tools like Google Ads Keyword Planner to find keywords with high search volume and low competition. You can also see a competitive rating for each keyword that will help you assess how much it might cost to compete with other advertisers for the same visibility.
Keywords that are closely aligned to user intent will improve ad relevance, expected CTR and landing page experience. You can check these metrics on the ad level by selecting “campaigns,” and then “keywords.” Look for a white speech box that displays the ad relevance, expected click-through rate, and landing page experience.
Another way to improve ad relevance is to organize keywords into small, tightly-themed ad groups. Organizing your account is a long-term process that may involve restructuring campaigns and ad groups, but it’s an effective way to achieve higher quality scores.
Ad Copy
A strong Quality Score is the key to better ad placement, lower costs, and higher ROI. Many advertisers focus on improving their keyword-level Quality Scores, which can be seen in the AdWords interface. However, the most effective way to improve Quality Score is by conducting thorough keyword research, enhancing ad relevance, and optimizing landing page experience.
For example, it is a best practice to use benefit-driven language in your ad copy and avoid using vague or overused phrases like "great value" and "high quality." Punctuation and symbols are also limited, so make sure that you aren't exceeding character limits for headlines, descriptions, or paths.
Another way to enhance ad relevance is by using dynamic keyword insertion. This allows you to insert the keywords that you are bidding on into your ad copy, such as: We deliver to LOCATION(City). This demonstrates to Google that your ads are relevant to the search query and helps boost ad rank.
Landing Page
In addition to boosting your CTR, optimizing your landing page can improve your Quality Score and increase the profitability of your campaign. This is because Google looks at the coherence between your ad and landing page to determine if your content is helpful and relevant.
A high bounce rate can negatively affect your Quality Score, so it's important to keep your website fast and engaging. To do so, you can run a page speed analysis using tools like Google PageSpeed Insights. You can also compress your images and use next-gen image formats, such as AVIF and WebP, to make pages load faster.
To improve your Quality Score, implement strategies that encompass all three core components—expected click-through rate, ad relevance, and landing page experience. By regularly executing these optimizations, you can achieve higher visibility and lower costs, while improving your ROI. You can track your keyword-level Quality Score directly within your Google Ads account. In addition, you can use the Google Ads dashboard to see the average Quality Score of all your ads.
Ad Extensions
A high Google Ads Quality Score means a higher ad rank and more visibility in search results. It also leads to lower costs and a better return on ad spend.
Using ad extensions is a great way to improve relevancy and CTR, which can boost your Quality Score. These include ad callouts, location extensions, and structured snippets. Adding negative keywords is another good way to improve relevance by filtering out non-relevant searches (e.g. drain cleaning for someone searching for "DIY").
It’s best practice to have tightly-themed ad groups, but if you do not have the time or budget to structure your account properly, try to improve ads within ad groups with low Quality Scores. Restructuring campaigns and ad groups is also a common and effective way to improve ad relevance, which can positively impact your Quality Score. This can web3 marketer be achieved by rewriting the ad copy to incorporate more relevant keywords and improving the relevance of the landing page.