Improve Your Google Quality Score
Farooq Bashir
Performance Marketing Manager | Marketing Consultant | Web Analytics | Media Buying
What is Quality Score? Quality Score is Google's rating of the quality and relevance of both your keywords and PPC ads. It is used to determine your cost per click (CPC) and multiplied by your maximum bid to determine your ad rank in the ad auction process.
There are several components that contribute to the Quality Score of your ads. Some of them are
- How relevant keywords are to your ad group
- Click Through Rate (CTR)
- The quality of your landing page
- Relevance of text in your ad
- User experience
- Your historical performance
Understanding how these factors affect your ad Quality Score will help you write better ads.
The first thing you should do is to research your keywords properly. This is the most important factor in running successful ads as they have a direct impact both on your spends and the number of visitors to your site which in turn affects your earnings.
The next most important thing is to write effective ads. Your ads should be able to convey exactly what your site is offering. This means it should resonate with the contents of your landing page.
Thirdly use negative keywords. It might at first sound counterintuitive to suggest removing keywords when we talk about improving ad scores. Notice the second bullet point. We are talking about click-through rate. Negative keywords ensure that when people click on your ad, they aren’t clicking them because it has shown up because it was probably not what they were looking for.