WHAT IS GOOGLE ADWORDS QUALITY SCORE?
If you want to get the most out of PPC (Pay-Per-Click) marketing you will need to know all aspects of the industry this is by understanding your AdWords Quality Score.
AdWords Quality Score can affect the cost per click and even the success of your campaigns. Google can limit the amount of times they show your ad to your customers. The reason being Google are able to find out if the advert is relevant to the search term this is by scanning the landing page & by comparing it to the keywords, this will give Google information to see if the ad is relevant to the search term.
WHAT IS ADWORDS QUALITY SCORE?
The quality score in AdWords is an estimate of the quality of your ads, keywords and landing pages. Higher quality ads can lead to lower CPC and higher ad positions.
Quality score matters a lot in the industry because it goes against Google’s policy as they do not want ads showing up to customers which are not relevant to their search term. The reason being behind this is Google want to be able to provide every user with a quick and easy service.
Quality Score has a significant influence of the cost of campaigns, this is by determining how much you pay for each click. By having a higher quality score will mean higher ad rankings with a lower CPC. By having lower CPC will mean you will convert at a lower price.
KEYWORD RELEVANCE
One of the steps to having a good quality score would be to carry out some keyword research to find out all the relevant keywords that are a match towards the product or service you are advertising.
The next step would be to improve your keywords, to be able to organise them into effective groups that can be used for individual campaigns. I would recommend avoiding having too many broad ad groups as this lowers your quality score. Instead create smaller ad groups this way they can be more targeted and potentially more successful.
Throughout the month you will have to make sure you keep up to date with your search query reports this is by adding all the keywords which are relevant to the advert and excluding any irrelevant keywords that could be unnecessarily draining your budget.
LANDING PAGE EXPERIENCE
The landing page is a very important part of the process from the customer clicking the ad, the reason why this is so important you want your customer to land on the correct page and providing a cohesive experience that links the user seamlessly from their search query to the conversion. Your landing page will have to be relevant to what was said on the advert which made the user click the advert. The page will also need to be transparent and must be able to show transparency and trustworthiness. Also to have clear navigation, mobile friendly site, quick website load speed and to insure there are no broken leads.
CTR%
Clickthrough rate is an very important factor in determining quality score. This is a way of seeing how appealing the adverts are to the search engine users. From research we have found out that advertisers find it easier to focus on the CTR rather than the quality score as it’s a lot more transparent and easier to understand in terms of contributing factors.
A way of improving the CTR would be to focus on the ad content. By ensuring that it’s enticing and to the point, you will win more searchers by standing out above your competitors.
HISTORICAL ACCOUNT PERFORMANCE
Your historical account performance can affect your quality score. It works in the same way as a bad credit rating; penalising you if you don’t have a good credit score. It works the same on Google. If you have had a history of low quality score, they will penalise you with higher Costs-per-Click (CPC). Google targets users with new accounts due having little to no history, but trust users with old accounts and history.
AD RANK
While it is not a factor which can help your quality score, it’s actually the opposite. Quality score helps to improve ad rank.
Ad Rank determines the position of your ads in the SERPs. This is determined by your bid amount, quality score and expected performance.
Once you see an increase in your ad’s quality score, your ad rank should increase. You will see your ad rank move into the top positions, meaning your ad will generate more impressions. Your CTRs will also improve and you’ll see a big difference in the amount of volume your ad is receiving.
To improve your quality score, focus on creating ads with quality, relevance and improving CTRs. You will see a massive difference in performance due to the ad ranking higher. It will also be cheaper if it is relevant to the search term.
To improve your Google AdWords Quality Score and drive more sales and traffic to your site, get in touch with Beyond Clicks via email or telephone – 01277 424924