How to Improve AdWords Quality Score

Review Five Simple Ways to Improve AdWords Quality Score. Fixing a poor quality score can be challenging if you do not know where to begin. Let’s start with the basics — 

WHAT IS QUALITY SCORE?

Quality Score is one of the biggest factors in determining the success or failure of your AdWords and PPC advertising ventures.

It’s a ranking from one to ten, an estimate of how relevant your ads are to the searcher’s desired outcomes and objectives.

RELEVANCE & QUALITY SCORE

Substitute the phrase “Relevance” for “Quality Score” when thinking about the first steps to take for improving quality score. Relevance is critical. The keyword a searcher uses should be inherently relevant to your Ad and the overall landing page experience, along with the user experience.

WHAT IS A GOOD QUALITY SCORE?

A Quality Score of one, means you’ve got serious work to do on all fronts. While a Quality Score of ten should mean smoothly sailing; enabling you to focus on bid-optimization and other tactics. Strive for a Quality Score of at least six or seven. 

How_is_Quality_Score_Determined

You can check Quality Score in the Campaigns tab in AdWords.

  • Click the ‘Campaigns’ tab on top of your account page.
  • Choose the ‘Keywords’ tab.
  • Click the white speech bubble icon that is next to any of your keywords, and you will be able to see the quality score is. You can also find the expected clickthrough rates, landing page experiences and ad relevance.
How_to_locate_quality_score

WHAT FACTORS DETERMINE QUALITY SCORE?

What factors determine quality score? How is quality score calculated? Those are important questions for understanding AdWords Pay-per-click advertising. The exact Quality Score algorithm is a well-kept Google secret.

On a high-level Quality Score is determined by Expected Clickthrough Rate X Ad Relevance X Landing Page Experience.

What_Is_Quality_Score

On a deeper level quality score is determined by Clickthrough rate, Keyword Relevance to the ad group, the landing page quality (mobile experience), relevance of the text ad and historical AdWords performance.

What_Factors_Determine_Quality_Score

Another very basic way to look at Quality Score is whether or not users are actually finding what they’re looking for in your ads and on your landing pages.

HOW DOES QUALITY SCORE IMPACT COST-PER-CLICK?

The answer to that question is greatly. Your ROI diminishes the lower your Quality Score. For instance, if your Quality Score is one your ROI will be lower. Quality Score is a big factor in how much you pay for your ad.  Those who have a higher Quality Score, are rewarded with a lower Cost-Per-Click, while those with lower Quality Scores are punished (so to speak) with a higher CPC.

How-Quality-Score-Impacts-Cost-Per-Click

5 WAYS TO IMPROVE QUALITY SCORE

1.

Take a close look at keywords. Match Ads to user queries as frequently as possible.

2.

Make ads compelling – entice customers to click-through. Leverage extensions and pertinent information.

3.

Make sure AdGroups align with the topic you’re targeting. Consider copying landing pages and adjusting headlines & copy to align with ad groups.

4.

Make landing page experience fast & mobile friendly.

5.

Assess your AdWords performance. Run your Campaign through an AdWords Grading tool. Learn how quality score and spend sync up.

Below is a sample report from the Evolve Digital Labs AdWords Grader.  Money is being wasted on very low-quality scores.  The advertiser needs AdWords help and should pause campaigns with quality scores lower than four, then take the time to fix quality score issues.

Sample_AdWords_Grade_Report

Some simple adjustments can quickly impact quality score for the better. 

Remember, strive for a quality score of at least seven. Don’t waste money on low-quality scores. Anything below a four needs work and campaigns should be paused until you can take a closer look at your advertising tactics.

If you have a question about quality score don’t hesitate to reach out and ask.

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