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5 Ways to Maximize your Google Ads Quality Score

Pay-per-click (PPC) ads are one of the quickest and most effective ways of driving business revenue. A study on lead generation shows that PPC ads rank third (17%), behind only on-page conversions (24%) and email marketing (18%). Adwords campaigns cost advertisers millions of dollars, yet only those advertisers who keep an eye on their quality score stand a chance of being profitable.

A quality score measures the relevance, quality, and performance of your Google ads. Similar to how organic search results are ranked, ads with better quality scores are also ranked higher. A score from 1 to 10 is calculated by considering three major factors:

  • Ad relevance
  • Expected click-through rate
  • Landing page experience

A quality score from Google affects your ad’s position along with its cost per action, which can have an impact on the profitability and performance of your PPC campaigns. 

Given its importance, we’ve put together a few practices to help you boost your score.

1. Conduct an Extensive Keyword Search

The foundation of your PPC advertising campaign is keyword research. Without the correct keywords, your Google ads will receive very few clicks. Researching commonly used search terms should therefore be the first step in your campaign. 

Your web analytics data can be a valuable source of data for developing your PPC keyword list. This data will give you a glimpse into what terms users actually use when searching for a product or service on the web. This data will help in creating ads that drive targeted traffic.

2. Add Target Keywords to your Ad Headlines, Ad Copy, and Web Content

By creating quality and compelling ads, you can improve your Google ads quality score. A compelling ad copy should be descriptive and contain the target keyword. If you include the target keywords in your ad headlines and copy, you demonstrate to users that your ad is highly relevant to their search. The most effective way to use keywords in your ad is having two or three keywords that directly relate to your landing page and ad group. 

Strong call-to-action is another aspect of creating ads that help motivate viewers to click on them. Your call-to-action should describe exactly what visitors should do once they land on your website. You’ll get a better click-through rate and a higher ad quality score.

3. Provide High-Quality Content that matches Search Intent

Content that converts well is the key to every online marketing strategy. This holds true for Google ads as well. It is not enough to include the right keywords in your ad to increase quality score. You should also back it up with content that reflects the user’s intent.

As an example, when a user clicks on an ad that says “Best shirt for your dad,” they expect to land on a page with shirts and not other clothing items. 

In order for traffic to keep coming in and conversions to increase, your content must satisfy the needs of your users. Otherwise, your ad will be irrelevant, resulting in a lower quality score over time.

4. Optimize Landing Pages to Improve User Experience

Your landing pages are crucial to user satisfaction. That’s because even with great headlines, amazing ad copy, and a great click-through rate, irrelevant landing pages will still push users away. 

The goal of every ad campaign is to increase conversions. If your landing pages fail to offer a pleasant user experience, people will bounce off your website, which will hurt your Google Adwords quality score.  

Here are a few ways to make your landing page effective:

  • Ad relevancy 
  • Smooth navigation  
  • Mobile-friendliness  
  • High-quality content 
  • Great design 

5. Enhance your Website’s Speed

Even if you identify the most relevant keywords to target and create compelling ads for your campaign, if your website takes ten seconds to load, all your time and effort will be for nothing. 

An unresponsive website can cost you a sale. Users will never stick around for long on a slow-loading site, so the speed at which your pages load is vital. Furthermore, the loading speed of your landing pages directly affects your ads’ quality score.

Quality score is an important health and performance metric for your Google ads. We can help you achieve the right score. Click here

For more helpful hints and tips on digital marketing, visit our blogs, where you’ll find plenty of practical tips and industry secrets.

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