AdWords Resources | Evolve Digital Labs
AdWords is Google’s iteration of PPC. Evolve Digital Labs is home to a team of AdWords experts ready to support the growth of our clients in multiple industries. For more in-depth and customized insights, visit our amazing (and free) AdWords performance grading tool, ClickScore
In terms of Google AdWords, one of the most important numbers to always keep a watchful eye on is your Quality Score. This is a number on a scale of one to ten that is essentially an estimate of how relevant the content of your ads and landing pages are when compared to the keywords users are searching for.
How Quality Score and Ad Rank are Calculated
Google’s Quality Score formula, (Expected Clickthrough Rate X Ad Relevance X Landing Page Experience) which itself is ultimately used to calculate ad rank, is determined by whether or not users are actually finding what they’re looking for in your ads and on your landing pages.
Google AdWords assesses expected clickthrough rate, ad relevance, landing page experience, giving each a status of above average, average, or below average.
The benefits of a high-Quality Score are many. Not only does it mean that your content will rank higher on Google, but your display ads will pay more per click as a result. To say that your Quality Score is important, in that sense, is something of an understatement.
As a result, the answer to the question “What is a good Quality Score?” is simple – “The highest one you can get.” 10 out of 10 is obviously ideal, but anything in the 8 to 10 range should be able to help you get the results that you’re after. Your ROI will start to diminish with each point you drop beyond that.
Tips for Improving Quality Score and Overall Performance
Though the precise way that Google’s Quality Score is calculated is kept secret to avoid people gaming the system, there are a number of steps that you can take to start improving it today.
Get more information on how to check quality score.
If ad relevance needs improvement strive to make your ads more direct or more closely related to search queries. Answer questions potential customers might have about your products or services right on your landing page.
- Segment Ad Groups – Create more targeted creative
- Connect Media with the User’s Intent
- Integrate Negative Keywords into Account Structure
To improve CTR create more compelling ad text. Expected click through rate hinges on ad messaging and creative that inspires action on the page you’re driving traffic to. Don’t always use the same call to action, experiment with CTA messaging. Make sure to highlight unique benefits and products offered.
- Create Compelling Ad Text
- Inspire Action on Landing Pages
- Experiment with CTA Messaging
If landing page experience is below average —
Go through your landing pages and make sure that you’re not only using your target keywords, but also related keywords to increase relevancy. However, it’s important to not litter a page with keywords. Google search engines focus on the overall user experience. Landing pages must deliver on the promise in the ad, make sure users can follow through on the call to action.
- Increase Keyword Relevancy
- Deliver on Promise From Ad
- Push Call to Action
- Optimize for Mobile Experience
Pull out all the stops to make sure that people are staying on your pages for as long as possible. Google uses the amount of time someone spends on your page as a factor in determining Quality Score. Logic dictates if a person clicks on an ad and doesn’t flee a landing page right away, that content must be high-quality. Add elements like videos, testimonials, downloadable PDFs, pictures and more. Make sure that you’re always updating with relevant content to make that important impression on your visitors. Also setting up appropriate Google analytics tracking will help determine where searchers are converting into customers, or why a sales funnel is not delivering.
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Your Quality Score is the type of tool that will provide you with a huge amount of valuable data that you just won’t find anywhere else. However, it’s always important to understand that NOT every metric you now have in front of you will necessarily be relevant to what you’re trying to accomplish. Improving the overall health and effectiveness of your campaign ultimately requires you to know WHICH Quality Score metrics are the ones that you should be paying attention to and which are ones that have no affect on your overall Quality Score.
Quality Score Metrics That Matter
- Expected CTR. This is a very straightforward measurement of how likely it is that someone will click on your ad when it is displayed during a search for a particular keyword. This is essentially the “be all, end all” Quality Score metric and one that you should be focused on driving as high as it will go at all times.
- Ad Relevance. This is a measurement of how closely your particular ad matches what the user was searching for in the first place. This ties directly into your expected CTR rate.
- Landing Page Experience. This will give you an idea of how “successful” your landing page is in terms of how relevant the content is, how easy the page itself is to use and navigate, transparency and more.
Quality Score Metrics You Should Really Consider
These metrics aren’t necessarily as important as the ones we just listed but are still ones that you should carefully consider anyway.
- Relevance to User Intentions. This will tell you how likely it is that your ads (and your site in general) will actually help users complete the job that they’re trying to do in the first place. The higher this climbs, the higher your ad quality will climb as a result.
- Newly Launched Keywords and Performance on Related Keywords. This helps present new keywords from being measured from scratch and instead compares them against historical data relating to similar ads, landing pages and more.
Quality Score Metrics That DO NOT Matter
We’re not saying that these metrics don’t provide you with valuable information. We’re just saying that these metrics, currently available within AdWords and Bing, don’t actually affect your Quality Score in any way that you need to be concerned with.
- User Devices. Whether your users are on an iPhone 6 or an iPhone 6 Plus doesn’t directly affect your Quality Score. However, the larger idea of user devices is closely considered when determining whether or not your website is mobile friendly.
- Running Your Ads in Other Networks. If you’re using your AdWords account to target Google’s search partners or even the Google Display Network, this ultimately won’t affect the quality of your ads on Google.com in any appreciable way.
- Ad Placement. While it’s true that position does play a big role in CTR, having a high position does NOT guarantee that your ad is going to perform well. Because of this, you really don’t need to go out of your way to bid for higher positions if you’re JUST concerned with increasing your Quality Score.
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