Quality Score

How to master your Google Ads Quality Score

Written By
Rachel Quin
Published:
6/14/2021
Writen By:
Rachel Quin
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In this article, we’ll explain what a Quality Score is, how you can make it better, and advice on what you need to do next to make sure your Google Ads are appearing exactly as they should and hopefully, driving more leads to your website.

What’s a Quality Score anyway?

In very basic terms, a Quality Score is how Google rates the overall experience of your ads and landing pages that appear when users are searching for your keywords.

This is measured on a scale of 1 to 10 and if you want your Google Ads to gain traction over your competitors, you need to aim high.

What factors impact my Quality Score?

Okay, so we know the score. So now, you probably want to know what makes it higher or lower. There are three important factors that all contribute to your overall score:

  • Ad relevance - Does it make sense for your ad to appear when users are searching for the keywords you’re targeting? If not, that’s going to impact you negatively
  • Landing page experience - Is the landing page you’re sending users to consistent with what you’re actually advertising? If you’re offering legal services but you’re sending them to a website selling fishing poles, that’s a big no (and also kind of odd)
  • Click-through rate (CTR) How likely is it that people are actually going to click on your ad when it’s served? This will make a huge difference to your overall score

Where can I see my score?

The best way to start troubleshooting any issues is to get up close and personal with your Quality Score. You can view it at any time by logging into your account and looking at the Quality Score column in your keyword report. If your scores are low, don’t stress, we’re here to help.

How can I make it better?

Luckily, there are a few things you can do to troubleshoot and help you save time and money with better Google Ads campaigns and reach more customers in the long run. Here’s our top tips for improving your score and running better Google Ads campaigns.

It all starts with keywords

You’re running a PPC campaign, which means the best way to start troubleshooting your score is to make sure that all of your keywords are relevant to what you’re selling.

If you’re desperate to get mass exposure, it’s tempting to target every single keyword under the sun, no matter how vaguely related they may be to your product or service.

At the start of every campaign, spend some time researching the best keywords for what you’re trying to sell. Even better, think about negative keywords - the ones you’re not interested in targeting and want to exclude from your ads - to save yourself budget and improve your chances of a higher CTR that will boost your overall score.

Structure your Ad groups

It can be super useful to think about how you can segment your audience and cluster them into focused groups to target with specific keywords. For example, let’s say you’ve got a massive audience aged 25-65 of women and you want to target them with skincare products.

There’s a strong chance that they need different products at different stages of life, and the search intent may be problem-related. For example, women in their 20s might be interested in products that emphasise brightness and give them a dewy glow, women in their 30s and 40s are thinking about how to reduce dark circles and stave off wrinkles, and the 50+ category are looking at more moisturising products to keep skin healthy and youthful.

You’ve got something for everyone and you want to make sure you’re capturing this audience. So, you segment your target audience into age groups and put in specific keywords that you’ve researched, based on what they’re most likely to be searching for. Ta da, you’ve just made your ads much more relevant, you’ve targeted your keywords well and you’ve just created a great Google Ads campaign.

Optimise your landing page

Consistency is really important and if your keywords are all working their magic, then you may need to think about the overall user experience of the landing page you’re sending people to. You can filter to check this in your keyword report by ticking ‘landing page exp. (hist)’ and looking at the results.

If you want to improve your rating, you need to make sure that your landing page copy is consistent with what you’re saying in the ad, the page is well-organised and makes sense to the user, and you’re crystal clear about what they’re going to do next. After all, it’s a huge waste of your time and budget to persuade people to visit your website, just to drive them away immediately because it’s a hot mess.

One way you could really improve your landing page experience is to consider tailoring your landing page to the audience and keywords you delivered. Going back to our skincare brand, you might consider sending your 55+ age group directly to the relevant products, rather than sending them to the homepage.

Other factors that impact your landing page include improving page loading time, flagging your CTA as early as possible, and try to keep pop-ups to a minimum.

Maintain it

Once you’ve perfectly optimised your Google Ads and your Quality Scores are soaring, you might think you’re all done. But the best digital advertising campaigns are responsive, and you need to make sure you’re regularly checking in to make sure they’re performing as best as they can.

For example, we know now that CTR is really important. Let’s say in the first two weeks, you’re getting excellent CTRs. But for some reason, they start dropping. Maybe the bidding has gotten competitive, maybe your competitor just announced a 50% off sale and they’re attracting all the clicks, maybe you’ve had some issues with your website and users are getting ticked off with your landing page. Suddenly, your Quality Score is dropping and your campaign starts to tail off.

What to do next? A recent drop in CTR or bad landing page experience can impact your overall score pretty quickly, so put a reminder in your calendar to check once a week and see how you’re getting on. This will enable you to make any changes in real-time and maximise your campaign efforts.

Congratulations, you’re officially on your way to mastering your Quality Score. Need a helping hand to run better campaigns that actually deliver results? At Prof, we’re obsessed with Google Ads, come and chat to us about how we can help you run better campaigns.

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