Take a moment to think about your most recent ad campaign.
What did you get right? And was there anything that went wrong? Maybe you spent more time and money on your digital marketing campaign without getting the results that you wanted.
If you’re wondering how you can improve an existing ad campaign, or prepare to launch a new one, we’re here to help! We’re going to share a few tricks on how you can use Google quality score to improve your and decrease your spending!
How is Your Google Quality Score Calculated?
Remember, your Google quality store is different thank your ad rank: quality score is a number from 1-10 that determines how relevant your ads are to consumers, and ad rank indicates where on Google your ads are ranking.
If your quality score is lower than you expected, don’t panic: A low quality score is Google’s way of telling you that your ad, search terms, and landing page do not align with your user’s search. The good news is, even if your quality score is on the lower end of the spectrum, you can use your quality score to determine where your ads could use improvement.
The first step to understanding how to improve quality score is understanding the factors that contribute to that number. Generally, the following aspects are the key to improving the quality score for your campaigns:
- Ad Relevance
- Click-through Rate
- Land Page Experience
Your ad relevance determines the relationship between your keywords and your ads. For a higher-ranking quality score, you’ll want to make sure that existing ad groups have similar keywords to boost relevancy and match ad copy. For example, if you own a department store and are featuring your summer furniture sale in an upcoming ad campaign, you’ll need to incorporate keywords that are related to furniture only: producing ads that use multiple, unrelated keywords in one ad group will only serve to confuse customers by showing them ads that are otherwise unrelated to their search, since customers who look for clothing may be viewing your furniture ads!
Click-through Rate (CTR)
Your keywords and ad relevance correspond to your expected click-through rate (CTR). Your CTR is calculated using existing keyword data to provide you with a general idea of how popular your ad will be. Imagine you’re a consumer searching for furniture; you notice an ad in your search references women’s clothing, so you immediately skip over it in favour of another. That company’s expected CTR will be very low since the ad’s copy affects the overall click through rates. Ads must incorporate keywords in a way that captures the consumer’s attention.
Consider these two ad options: One ad reads “buy furniture here,” while the other says, “refresh your living space with designer furniture pieces. Visit our store today to transform your space with high-quality pieces that fit your lifestyle and budget!” Although they use similar words, the second example provides additional information and even a call to action, to help amplify the CTR. Google suggests that most users would be compelled to click on the second option. Which one would you click?
Landing Page Experience
A successful CTR means that you will get more people on your landing page. Once your users make it there, Google will assess the functionality, relevance, and content of the landing page to provide feedback on the landing page experience. This final measure of quality score is directly related to your landing page’s content. Because most of Google’s rankings and scores are related to relevancy, your landing page should provide useful and updated content that matches your keywords.
For example, if a searcher arrives on that landing page looking for furniture, they should be able to view furniture items for sale, find information on decorating tips, and browse related item categories. Similarly, if your ad is a sale item, customers who arrive on your page should be able to buy on that page or shouldn’t have to look very far to make a purchase!
Improving Quality Score Will Reduce Your Cost Per Click
According to Search Engine Journal, “advertisers benefit from a higher Quality Score because it means they have to pay less to maintain their position versus their next competitor.” Because you and your competitors will have to “bid” on the same keywords, advertisers that have lower quality scores will have to pay more money to generate the same CTR as their competition. If that’s the case, you may be wondering: How can I increase my quality score, and reduce my costs, in the first place?
We’ve compiled a few tips to help you boost the quality score of upcoming campaigns so that you can continue to improve quality scores and produce high-ranking ads!
- To achieve maximum keyword relevancy, you’ll need to plan ahead to ensure that your keyword groups are small and effective. Ideally, your groups will consist of no more than ten keywords. Having a more specific approach to keywords will prevent your ads from being too general. It’s the difference between a “glass” and a “mug”: while they’re both “cups,” they serve two very different purposes, and consumers who are seeking juice glasses may not be interested in seeing mugs!
- Make sure your ads contain keywords that are specific to your targeted groups. This will help Google determine ad relevance and increase your chances of popping up in user searches. Although it’s tempting to want to write something catchy for your ad, it’s crucial to integrate relevant keywords in the ads so that your users can find what they’re looking for.
- Optimize your landing page for function and information: your content should relate to your keywords and assist customers in finding what they’re looking for. Consumers who land on the page should not only find relevant information, but also be inspired to take action based on your landing page.
By monitoring your quality score on a regular basis, you can break through advertising barriers that are caused by lower scores and expand your ads’ online visibility.
Get Targeted Advertising Approaches for Your Industry
If you want to achieve long-term success through Google Ads, you’ll need to monitor your quality score and conduct keyword research, to help you craft consistent and effective digital marketing campaigns. Struggling with improving your quality score? Symetric’s team of marketing experts can assist you in meeting your goals and help you stay on-budget. Contact us today to learn more about how we can help you get the most out of your Google Ad campaign!