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How to Improve Your Google Ads Quality Score

August 5, 2016 0 comments

Quality Score is a very important component of your Google AdWords strategy. If you truly want to get better results with the Google Ads running, Quality Score of your ads is something that you will eventually have to master.

Quality Score is important for two major reasons:

  • An improved quality score leads to better ad positions
  • It also decreases the cost per click (CPC) you pay for each click.

And aren’t these the two most important factors that most PPC managers are aiming for?

Better ad positions often mean higher click through rates. And lower costs mean more profits and an ability to run even more ads that may lead to even more customers, conversions, sales, and money.

In this post, we discuss a few important tips on how to improve the quality score of your Google Ads.

1. Optimising Ad Copy

One of the best tips to improve the ad quality score is to optimise your ads and make it more relevant. In other words, the text copy of your ads should have the most relevant keywords in it.

It helps you in multiple ways.

First of all, having the right keywords in the ad text copy make it more relevant and, therefore, increasing the overall ad quality score. Secondly, having the right keywords also increase the click-through rate (CTR) which leads to better ad positions, more traffic, and higher sales.


2. Landing Page Optimisation

One of the three major factors that directly affect an ad’s quality score is the landing page you send the traffic to.

As per Google’s guidelines, the landing page should be highly relevant and easy to navigate. Otherwise, it will negatively affect the ad’s quality score. Here are a few tips to make your landing page more relevant and a positive impact on your ad’s overall quality score.

  • Make sure to use the same important keywords in the landing page content as you used in the ad copy.
  • Make sure that the landing page is very simple and easy to navigate.
  • Improve the loading speed of your website’s landing page. If the landing page takes too much time to fully load, it negatively affects the user-experience, which is not a good thing. Google considers it and may decrease the ad quality score.

A pro tip is to copy the URL of your landing page and paste it into the Google Keyword Planner to see which keywords, according to Google, that landing page is most relevant for.

3. Structuring Ad Groups

Structuring ad groups into proper segments can also significantly improve the quality score.

By improving ad structures (creating smaller yet highly targeted groups) you are increasing the relevancy between the search query and the ad. And this is exactly what Google wants you to do.

It may take some extra time and efforts to do this, but it almost always pays off in the end. Create many different ad groups, each targeting a very narrow group of keywords. You can then strategically optimise your ads for these particular keywords, which eventually lead to a better CTR, higher ad positions, and an improve quality score.

Aim for a smaller number of keywords per ad group. It will help you stay focused. Another tip is to logically divide your keywords and ad groups into themes, e.g., branded products, non-branded products, services, etc.

Last, but not the least, don’t forget to add negative keywords when structuring your campaigns, ad groups, and keywords.

Adding negative keywords allow you to dramatically improve your CTR, which in turn contributes to a higher ad quality score.