Google Ads Quality Score, Why is it Important, and How Can You Improve Yours?

Google Ads Quality Score, Why is it Important, and How Can You Improve Yours?

Having spent millions of pounds on PPC advertising, we know how important quality score is to driving ROI from campaigns. In this short guide, we will breakdown quality score and provide some pointers on improving yours.

What is Google Ads quality score?

Your Google Ads quality score is how Google rates the quality of your landing pages, how competitive your ads are, and how relevant your ads and landing pages are to your target keywords.

Your Google Ads quality score is a number between 1-10, and the closer to 10, the better.

Google takes your quality score and multiples this by your bid to help calculate ad rank, which determines where your advert sits in the auction.

What factors impact your Google Ads quality score?

Your quality score is dependant on three key factors:

  • Expected Click-Through Rate (CTR) – a ratio that shows how competitive your ad is in the auction.
  • Your ads’ relevance – how well the keywords you have chosen to target match your ads’ content.
  • The relevance and quality of your landing pages.

The more helpful and relevant Google deems your ads to be, the lower your cost per click.

Starting with the right keywords and match types is critical. Do thorough keyword research; it can tell you vital information about what your target audience is searching for, what topics they care about and how popular these topics are.

Targeting the correct keywords from the outset is key to avoid low-quality scores, therefore keyword research should be the first step you take when starting a new ad campaign or optimising an existing campaign.

Keyword planner tools show you how popular different keywords are; you can use them to carefully plan the best keywords to target, which are most relevant to your content. 

The next step is to group your keywords into short, concentrated ad groups, broken out by different match types. This will help you when writing your ads, keeping them relevant to your landing pages and keywords and therefore improving quality score.

Lastly think about time of day, devices, demographics and any audiences that are most relevant to your offering. By focussing your targeting you can improve CTR and landing page experience.

What steps can you take to improve your Google Ads quality score?

You can view and diagnose issues with quality score by adding the quality score columns to your keyword reports.

  • To improve expected CTR think carefully about the competitive landscape, your ad copy and any call-to-action(s) your ad is using. Aside any competitive brand perception in the user’s mind, it is firstly how relevant and secondly, how desirable your ad is to the user that determines CTR. Consider matching queries, adding key features or discounts and any key CTAs in the ad headlines. Use the description lines for secondary CTAs and providing validation and trust.
  • To improve ad relevance, ensure your ad groups are grouped by match type and are as granular as possible. Think about whether the search queries triggered by your keyword are wholly relevant to your offering, if not consider adding further granular ad groups and using negative keywords to focus targeting.
  • To improve landing page experience ensure you have an easy-to-navigate, mobile-first, fast-loading page. Make sure content is original, useful and relevant to the query and ad driving users to the page. Explain your offering before making users click further into the site or provide their information. Be transparent about who you are and be clear about any ads or sponsored links. Prioritise important content above the fold and don’t make users hunt for key information or block journeys with needless pop-ups.

If you’d like to find how we could help you improve your quality score and get more from your marketing budget, speak to us today.