In a nutshell, Google’s goal is to create an excellent user experience, and one way they achieve this is by providing advertisers with a competitive edge by serving the most relevant and high-quality advertising.
To do this, they provide a “quality” grade to each term in each Google Ads account based on a variety of user experience-related characteristics.
Keywords with higher quality advertising and more relevant landing sites will be rated higher than competitors with lower quality ads.
The Importance Of Quality Score
Consider it a broad recommendation for whether your advertising and landing sites are valuable to someone who sees your ad, rather than a hard guideline to follow.
Keep in mind that the higher your quality score, the more Google will perceive you to be in response to your consumers’ demands, and therefore the less they will charge you per click. Cheaper clicks translate into higher margins and a lower cost per convert.
If you have a higher quality score than your rival, you may attain the same position in the search engine results page for a lower price, making achieving those high CPA objectives much simpler.
A low-quality score, on the other hand, may result in your ad not being seen at all, and quality score is one measure to examine if your ad is receiving very few impressions.
The Quality Score is Google’s assessment of the total user experience that your advertising and landing pages deliver when users search for your term on a scale of 1-10, with 1 being the lowest and 10 being the greatest (s).
Consider it a broad recommendation for whether your advertising and landing sites are valuable to someone who sees your ad, rather than a hard guideline to follow.
Types Of Quality Score
Account-Level Quality Score
– Account-level Quality Score is the sum of all keywords and advertising in an account’s previous performance Google does not acknowledge the existence of this Quality Score, however it is widely assumed that there are tiers of Quality Score other than the apparent keyword-level Quality Score.
Ad Group Quality Score
– Ad Group-level Quality Score is a method of determining which elements of a campaign require improvement.
For example, if the keyword quality score is low in an ad group but the average is a 7, vs an ad group with 4 as its average, you can see where you should prioritize your efforts. Focusing on the lowest average QS areas initially results in a higher ROI.
Keyword-Level Quality Score
– This is the Quality Score assigned to your keywords by Google, and it is available in the Google Ads interface. The Quality Score of a keyword is assigned on a scale of 1 to 10, with 1 being poor and 10 being excellent.
The performance of queries that exactly match your term is used to compute your keyword-level score. As a result, regardless of match type, your Quality Score for a term will be the same.
Ad-Level Quality Score
– The ads in each of your ad groups will have a varied click-through rate, which is a consideration in determining Quality Score.
Because Google Advertising analyzes all of your ads when calculating your scores, if you have a lot of poor CTR ads in your ad groups, they might be contributing to a low Quality Score.
Landing Page Quality Score
– Google consistently signifies their top three quality elements for landing pages: relevant and unique content, transparency, and navigability.
Google seeks to compel marketers to create high-quality websites that Google users would find useful and relevant, which is why they are the dominant search engine.
Display Network Quality Score
– The Google Display Network’s Quality Score operates differently from the Search Network’s. Google Ads will take into account your ad’s previous performance on the site you are eligible for as well as related sites.
Ad relevancy to the site is vital, as does the quality of your landing page.
Mobile Quality Score
– Regardless of the device platform you select (computers, iPads, smartphones, etc.), Google claims that Quality Score is calculated the same way for mobile ads.
But, the system doesn’t take the user’s distance from the business location into account, for mobile ad Quality Score by using location extensions data and device location.
Improving Your Performance With Quality Score
Improving your Quality Score offers a host of benefits, including a lower click charge.
If you have a score of 9 or 10, Google could give you up to 50% less charge rate than somebody who has an average rating. If your score is less than 5, you can also avoid increased charges. The benefits of a high score are clear to see.
1. Know The Factors
To enhance your quality score, you must understand the elements that influence it, just as you must understand the ones that influence your credit score.
The first step is to learn the variables that influence your score. These elements are not all created equal, and it is unclear what proportion of your score each aspect represents.
This is why it is critical that you are aware of all of the elements. It is not enough to focus on one or two elements to improve your score. You should put in some effort in each of these areas so that you can observe an improvement.
Once you know what to watch out for, you can start making changes to improve your score. There is no way to improve your score unless you first understand the things that influence it.
2. Target Your Ad Groups
Your score will rise if you organize your ad groups into more focused campaigns. This will assist you in emphasizing the significance of searching and the real ad.
Use as many distinct ad groups as you need when starting your campaigns, as long as they are related to the keywords being utilized.If they aren’t relevant, don’t use them merely for the sake of using them.
If you just have a few ad groups utilizing the same keywords, your advertising will be irrelevant to your consumers since it will be impossible for them to discover the precise ad they are searching for.
3. Improve Click Through Rate (CTR)
Google estimates the rate at which individuals looking for your keywords will click on your ad using predicted CTR.
As with all Quality Score components, it is graded as ‘Above average,’ ‘Average,’ or ‘Below average.’ Ad CTR performance in the past is used to determine expected CTR. ‘
It assumes that the search phrase will perfectly match your desired keyword and does not take into account any other considerations, such as device kind or auction-time factors.
When you look at the state of your keywords, you will notice one of three sorts of statuses for their predicted CTR.
Enhancing your predicted CTR may also imply improving your selected keywords as a whole. Consider deleting terms that people don’t actually look for, or perform a keyword diagnosis to add more diverse keywords to your ad groups.
4. Optimize The Landing Page
You may not realize how significant your landing page is to visitors, but consider that it is frequently the first page that users view. If your landing page is in poor shape, difficult to use, or confusing to your visitors, your quality score will suffer.
Consider how crucial your landing page is. This is why you should think about employing an analytics provider to run data on your landing page.
Google Page Speed Insights and the Google Mobile-Friendly test are two to consider. By calculating your landing page score, your development team will be able to evaluate what has to be done to make improvements and thus enhance your quality score.
5. Research Keywords
Before you use your keywords, you should understand how they rank in the big scheme of things. It is always a good idea to conduct your research before doing anything. Keywords are one of the most essential factors influencing your quality score.
When a person enters terms into a search box, the words they enter affect whether or not your site or ad appears. There are several keywords available.
It is not just about the terms themselves, but also about the combinations utilized when searching.
When deciding which keywords to utilize, research can show you what keywords are being used, how significant they are to consumers, and what chances they have to drive traffic to your website.
Final Thoughts
Take these suggestions into consideration and concentrate on raising your score if you’re considering using Google Ads or if you want to resurrect a campaign that hasn’t yet ignited your order books.
You’ll save money while boosting sales if your advertising is of a high caliber and pertinent to your brand and your goods.
The approaches for boosting Quality Score described above will have a direct influence on overall performance.
These days, everything is online. You can’t get your business anywhere without a great online presence. With search engines forever changing, it’s difficult to stay on top of it all! That’s where I’ll come in.
Hello, my name is Jack O’Neil and I have been in the marketing industry for almost 10 years. I focus on online marketing, SEO, advertising, and more.
