The higher your Google Ads Quality Score, the cheaper Cost per Click (CPC) you are going to pay.
You can reduce your CPC and improve your average position at the same time by increasing the Quality Score for each of your keywords.
Google’s Quality Score is based on a 1-10 scale and is determined by three factors:
- Ad Relevance
- Expected Click-Through Rate (CTR)
- Landing Page Experience
You can run a report within Google Ads to see how well each of your keywords performs for each of these factors and their score.
Here is my advice to help you improve the Quality Score of your keywords:
1. Target Very Specific Keywords
Broad Match is ill-advised except in exceptional circumstances. If you have broad match keywords in your account you are going to appear for lots of search terms that aren’t relevant to your ads, and perhaps not even your business. These aren’t going to fare too well when it comes to Quality Score.
Grouping your related keywords into Ad Groups or even creating Single Keyword Ad Groups (SKAGs) allows you to make sure that all of your Text Ads contain the users’ search terms, thus scoring highly in the Ad Relevance category. This should also increase your CTR.
2. Include Ad Extensions
Since 2013 Google has been including Ad Extensions as part of the Quality Score, so try to include as many of them as you can within your Ads.
When ranking your ads, Google factors in on the relevance, clickthrough rates, and the prominence of the extensions or formats on the search results page. So make your Ad Extensions as enticing as you can.
The three main Extensions you should be aiming to include at a minimum are: Sitelink, Callout and Structured snippet.
3. A/B Test Your Ad Copy
Testing your ad copy should be a regular task for any Google Ads expert. Continually optimising your Text Ads will allow you to increase your Quality Score by determining which ads are performing best. On top of this, testing your ad copy should also improve the quality of visitors to your site, and your conversion rate too.
Google recommends running three ads per Ad Group at any one time; 2 Text Ads and a Responsive Display Ad. This is optimal for determining which are performing the best. Responsive Display Ads themselves allow you to test up to 15 Headlines and 4 Descriptions to work out which text is performing the best.
4. Negative Keywords
Keeping on top of negative keywords very important for any account that is using any match types other than Exact Match (Phrase Match and Broad Match Modifier are recommended).
Using the Search Terms report you can see what queries your ads are appearing from. This data can be used to create negative keywords to prevent your ads from appearing for irrelevant searches in the future.
These reports won’t be available prior to your account being live, so you can use the Google Keyword Planner tool and Google Trends to help you find search terms to add to your negatives list in order to reduce wasted spend from the start.
5. Optimise Landing Pages
Landing page optimisation has certainly become an important skill for Google Ads experts since the Quality Score metric was added back in 2005.
By optimisation, I am referring to the relevance of the search terms, the page load time and the geographical relevance.
Make sure you are choosing the most relevant page for each of your keywords on the site. This may include editing the pages so that they are more relevant, particularly if Google is giving you low Landing Page Experience scores.
The conversion rate is also a factor. It’s not only important to your business but to your Google Ads Quality Score too. Both PPC experts and SEOs alike will recommend continual testing of your landing page to improve the Conversion Rate.