Sitting in an important client meeting, someone asks you, “How can we improve our search ads Quality Score?” Smiling with confidence, you eloquently answer the question. A loud, slow clap begins, confetti falls from the ceiling, and you are promoted on the spot. Then, unfortunately, your alarm goes off; it was all just a dream.
Moments later, as reality sets in, you find yourself in a cold sweat. Would you, in fact, be able to answer this question? Don’t worry. After you read this, you will.
Tip #1: Understand What a Google Ads Quality Score Is
It’s the measurement of the overall quality of an ad. Ranging from 1-to-10, here are the three components of a Quality Score:
- Expected Clickthrough Rate – the likelihood of someone clicking on your ad to learn more
- Ad Relevance – the content of the ad matches the keywords you’re targeting
- Landing Page Relevance – the content of the landing page where visitors are directed is relevant to the ad
Google rewards advertisers with high-quality scores by decreasing cost per click, ranking ads higher in search results and showing ads in more searches.
Tip #2: Use Exact Match Type to Improve Expected Clickthrough-Rates (CTR)
The name of the game is relevance; and using Exact Match Types allow you to control how relevant your keywords are to search queries.
Exact Match is the Google keyword match type that allows you to show your ad when a searcher types the exact word or phrase you are bidding on. Using Exact Match over Phrase Match, Broad Match or Broad Match Modified will improve Expected CTR, resulting in a higher Quality Score.
Tip #3: Pay Attention to Ad Relevance
Imagine, it’s Saturday night, you want to go dancing, so you search for “clubs near me.” Two ads appear – one about “nightclubs in the city” and one about “discounted golf clubs.” Which one is most relevant?
- Does the ad accurately reflect the targeted keywords?
- Do they answer questions relevant to the targeted keywords?
- Ultimately, how relevant are my ads to search queries?
Google will eventually figure out which ad is most relevant based on which ad is being clicked on more frequently for this search query.
Tip #4: Match Ads to Relevant Landing Pages
It’s always important to make sure the content on the landing page where viewers will be directed upon clicking on your ad is relevant to the messaging in your ad. This means:
- Use at least 2-3 high-traffic keywords in headlines, sub-heads, and descriptions
- Develop content centered around the search campaign keywords
- Make sure the messaging is consistent with the ad copy
Tip #5: Use a Single Keyword Ad Group (SKAG)
Using a SKAG strategy, you can write related ads around a single keyword, further enhancing ad relevance. And since less is always more when Google’s evaluating your account, make sure you’re using the 80/20 rule when implementing the SKAG approach – only build SKAG ad groups for those keywords that are responsible for 80% of your account traffic.
A Good Quality Score = 7 and Above
There you have it. Just follow these 5 Quality Score Tips and you’ll be well on your way to becoming the PPC rock-star of your dreams.