What is Google Quality Score?

Google's rating of the overall user experience that your ads and landing pages provide when users search for your keywords is known as the Google Quality Score. It is measured on a scale of 1 - 10, 1 being the lowest and 10 being the highest. The higher the score, the more relevant and useful an ad is perceived to be by Google and vice versa. It has a major impact on your PPC success and profitability.

Let's take a closer look at how to improve your Google Quality Score -

1. Start with Relevant Keywords

The foundation of your PPC activities is Keywords. A Relevant Keyword score enables the marketer to focus first on the keywords. When effectively researched and optimized, Keywords act as a channel to connect your target audience with your website. If your keyword research is weak, your entire Google Ads account will suffer, leading to a low-Quality Score.

Most search marketers depend on free, public keyword tools to build their PPC keyword lists, which can harm your relevance. You have no way of knowing if the general, popular keywords which these tools give are truly relevant and useful to your business and customers.

Your Web analytics and log files are a much better source of keyword data that tell you the actual words and phrases that real people use to find the products or services you offer. You'll also have an accurate picture of which keywords drive the most traffic and conversions, so you can focus your PPC efforts on those areas first, without making guesses based on general global data.

2. Work on the Landing Page

Landing pages follow-up to any promises that you've made in your ads. It's the next step towards visitors becoming customers. A key component of determining your Google Quality Score is the Landing page experience. A few factors to consider while optimising the experience:

• Ensure the messaging is consistent, from keyword to ad, and ad to a landing page.
• Make sure the keywords are present on the landing page and the landing page is consistent with what is being searched for.
• Use the best URL possible for every ad group.
• Don’t forget to utilize as many ad extensions as physically possible as google focuses on both ads and extensions when calculating the quality score. Extensions are taking up an increasingly large amount of space on the SERP. They can have a significant impact on your CTR, even on top of their direct impact on quality score.

3. Make Ads More Relevant to Keywords

How relevant your ads are to the keywords they’re targeting is shown by Ad relevance. When your keywords are relevant to your product or service, customers are more likely to click your ad as they search for specific terms, which results in improving your click-through rate (CTR) and Quality Score.

Always look for ad groups with different keywords that can’t be easily addressed by the same ad. If your Ad relevance has a status of “Below average” or “Average,” you should try matching the language of your ad text more directly to the user search terms. Make sure you split these ad groups into multiple ad groups that better match the user’s searches. Grouping keywords into themes can increase relevance. These themes can be based on your products, services, or other categories.

4. Improve your Click Through Rate(CTR)

Click-through rate (CTR) is the ratio of the number of users who click on a specific link divided by the total users who view a page. The expected CTR is an estimate of how likely someone will click your ad when it appears for one of your chosen keywords. It assumes that the search term will match your preferred keyword exactly, and doesn’t take into consideration other factors such as type of device.

Consider removing keywords that people don’t really search for, or add a wider variety of keywords to your ad groups by running a keyword diagnosis. You can incorporate more than one of your preferred keywords into each ad to improve your expected CTR.

Summary

A good Google Quality score helps you optimize your ad budget, and achieve more results with less spending. Pay attention to the tips above, as no improvement strategy would be complete without a proper way of measuring the results. A high-quality score is essential to getting cheaper traffic, but also usually coincides with good keyword targeting and well-structured landing pages.

The higher the Quality Score, the less you will likely have to pay for CPC.