The AdWords quality score measures factors such as the quality of your user experience, keyword relevancy, and the effectiveness of your pay-per-click advertisement campaign. A quality score determines the relevancy and quality of the keywords that you are using in Google AdWords along with influencing the cost per click of a certain ad. It will even assist you in determining your ad’s position in the auction.
If you have a poor quality ranking, there are certain things you can do to improve it. It will inform you of what is going well and what is not. This will help you to determine the underlying issues and fix them for a better result. There are some of the crucial factors that can affect your quality score including:
- Click-Through Rate (CTR)
- Keyword relevancy in the ad group
- Quality of the landing page
- User experience
- Text relevancy in the ad
- Historical performance
These factors together determine the score and also help you in figuring out what you need to optimise to increase the website visits and clicks. Let us take a look at how we can increase the quality score by following 5 simple steps.
Target your ad groups to improve your score
Designing your ad groups into a more targeted campaign will help your quality score increase. While setting up your campaigns, it is better to use different ad groups that are relevant to the keywords that you have used. If you only have a couple of ad groups with the same keywords, your ads will not be relevant to your users as it would be difficult for them to find the specific ad. Each ad group should have its own set of keywords that are relevant to it. Make sure the keywords you’re using are appropriate and relate to what the ad groups users are searching for.
Focus on improving the landing page experience
As much as landing page relevancy is an important factor for maintaining a good quality score so is the landing page load time. According to the stats, if a page takes more than 3 seconds to load, around fifty-three per cent of people tend to leave the page. There are two common ways to speed up the loading time of your landing page. The first one is to getting rid of all the excess images and another way is to build your page with AMP to load faster. Apart from this also make sure that your landing page is delivering the exact results that your ad is claiming to offer to maintain the relevancy.
Try improving your Click-through Rate (CTR)
CTR is an important factor in terms of increasing the overall quality score as an expected CTR indicates how many people are more likely to click on your ad. If you experience an average or below-average CTR status, you can follow certain ways including editing your ad text to make it more compelling, highlighting a benefit of your service or product, ensuring the intent of the keywords match the details in the ad, using a compelling call to action with specific words like ‘buy’, ‘order’, ‘find’ etc. and experimenting with different CTA to connect closely with your landing page.
The quality score is the most important metric to determine how well your ad is going to perform. Following these tactics along with factors like experimenting with A/B testing, improving mobile performance and more will certainly help your quality score improve and provide you with more clicks, engagement and conversions on your ads.