Table Of Contents
- What does Google Ads' "Quality Score" mean?
- Why is it used by Google?
- How can Ad scores be improved?
- Why does good quality score matter?
Are you currently attempting to grasp PPC, namely Google Ads? In that case, you've found the right location. There is more to this measure than what's in plain sight, so don't ignore it.
You must have a solid grasp of the Google Ads Quality Score in order to progress toward mastery. This statistic has a significant impact on the price and efficiency of your sponsored search ads. Your advertising effectiveness and how much you pay for each click will be impacted by this score.
What does Google Ads' "Quality Score" mean?
Google AdWords tracks Quality Number, which assigns a score out of 10 to your ad to provide an assessment of its quality. A quality score will be assigned to each term in your account, and it will alter over time depending on a number of variables.
The score will be determined each time a search that results in your ad is performed, however, keep in mind that it may take some time to see any gains in your account. The default score when a campaign is created is 7, and it is extremely possible that this may change as time goes on. Therefore, don't let this number deceive you at first.
According to Google, you should keep the following in mind;
- It is more possible that you will receive higher quality scores for your campaigns the more applicable your adverts and landing pages are to the user.
- Quality score is not something that is used at auction time to determine ad rank; rather, it is an estimation of your total success in ad auctions.
Many people mistakenly believe that Quality Score and Ad Rank are interchangeable because they both appear to be ways for Google to evaluate your ads. With the aid of Quality Score, advertisers can enhance their efforts and learn how to modify their efforts to get the best possible outcomes. Whereas Ad Rank is Google's method of considering more comprehensive campaign data to decide where your ad will be displayed in SERPs.
Why is it used by Google?
Google depends on advertising money (about 70% of their revenue stream comes from it), thus they must find a way to make sure the ads are engaging to consumers so they click through, so they utilize the Quality Score to display users more relevant ads every time a search occurs.
By wasting space that could be used for more important advertisements, Google would not only lose out on revenue but also run the long-term danger of losing its user base.
Although many advertisers may view the Quality Score measure as a challenge to overcome, it actually exists to assist in generating the high-quality leads that are the goal of using Google Ads. Big wins and lower CPCs will result if advertisers choose the right keywords and pair them with attractive ad copy.
How is the Ad Quality Score affected?
It's no secret that Google has a great deal of information about how users engage with their search results. Using this information and machine learning techniques, Google has developed a way to estimate how relevant each keyword, landing page, and advertisement should be in relation to every search that takes place.
Therefore, they use their algorithms to monitor what consumers interact with and produce Quality Scores rather than asking their people to assess keyword relevancy.
The key elements listed below have an impact on the quality score:
What the Copy in your advertisements are
You already understand the value of copy as a marketer, and the copy you use in your advertising will affect your quality score. This is so that Google can give users the most relevant results possible.
The target keyword must appear in the title and the body of the material you write, but not in excess. Remember to write copy for your advertisements so that it will be appealing to both search engines and users. Fortunately, Google will let you know if your advertisement isn't as relevant as it could be, giving you the chance to experiment with language until you find the perfect balance.
The landing page used for your ads
The landing page that links to your ad is another factor taken into account by Google when calculating the ad quality score. Along with page load time, Google will consider the landing page's content's relevance. Your quality score will rise if you direct traffic to pertinent landing pages.
Are searchers who land on your landing page going to be glad they did or will they immediately return to the search results? Ad-related landing pages must fulfill the promise made in the advertisement and be relevant to the user's search. It is frequently preferable to send visitors to specialized landing pages rather than your home page.
Clicks Through Rate (CTR)
Your quality score will be greatly impacted by the click-through rates of your ads. Google analyzes CTRs to determine how appropriate and pertinent your ad is to fulfilling a user's search intent. If your ad appears at the top of a results page, Google will anticipate a greater click-through rate than ads that appear at the bottom of results pages. Expected click-through rates will vary depending on where the ad is positioned.
Since there are only so many clicks available, trying to increase click-through rates might be difficult.
How can ad scores be improved?
A higher return on investment is what you can expect for your company or customer if you work to optimize and raise your Google Ad Quality Score as an advertiser. By concentrating efforts on the following crucial areas, this can be accomplished:
Spend time conducting keyword research to find fresh, pertinent terms to use in ads, including any long-tail keyword opportunities that may help generate the majority of your traffic. Next, aggregate closely related keywords so that they can be more successfully connected to advertising campaigns.
Ad copy is crucial, as we previously discussed, and testing to see what works best for specific ad groups will ensure you're getting the best results. In the end, increasing CTRs is one of the best strategies to raise your quality score.
Your negative keywords should include any irrelevant search terms you find through research and analysis that are costing you money. This enables you to concentrate on the keywords that are most important to your target audience, and choosing which keywords not to target is a crucial part of any campaign that is highly targeted.
Why does good quality score matter?
A high-quality score increases the likelihood that Google will display and rank your advertising. Even ads with lesser bids can outperform major competitors if they receive good scores and are more relevant to search intent than those with higher bids. The big players don't always come out on top!
Naturally, it makes sense to improve those low ad quality scores, but don't get too caught up in it or you'll forget about what's actually crucial—forming relationships with fresh potential clients.
Are you having trouble with your Google Ads and paid search efforts at the moment? Our PPC specialists at Prism Digital can assist in elevating your advertisements. Contact us right away to chat with a member of our team and learn more about Google Ads or any of our other services.
About The Author: Lovetto Nazareth
Lovetto Nazareth is a digital marketing consultant and agency owner of Prism Digital. He has been in the advertising and digital marketing business for the last 2 decades and has managed thousands of campaigns and generated millions of dollars of new leads. He is an avid adventure sports enthusiast and a singer-songwriter. Follow him on social media on @Lovetto Nazareth