What Factors Impact Ad Quality

Your Adwords Quality Score can give you a huge amount of insight into your campaign that you won’t find anywhere else. Not only can it give you a great idea of how well you’re performing, but it can also clue you in on how relevant and compelling your content is, how satisfied your end-users are and more. So what factors impact ad quality score?Quality score information

If you think that you’ve created the best campaigns possible and your Quality Score is still underneath where you’d like it to be, you definitely have a problem that is best addressed sooner rather than later.   
Here’s our breakdown of what your ad quality score numbers are really saying about your campaigns. 

The Story Behind AdWords Quality Score Numbers
While a huge number of different factors all influence your Quality Score, they’re all thankfully pretty straightforward.   

Quality Score Factors

 Reassess Your Ads  

There are three core characteristics that your ads should meet to impact your Quality Score in a positive way.

These include:

  • Ads that are relevant to the product you’re trying to sell.
  • Ads that are relevant to the keyword that you’re targeting, which in essence automatically makes them relevant to the searcher’s intent.
  • Ads that are relevant to your landing page as it is currently designed

Failing to account for any one or even all of these factors will negatively impact your Quality Score in a big way.   

Look at Your Expected CTR   

Expected CTR is a detailed measurement of how likely it is that users will click on your ads when they’re displayed for that keyword. This help you immediately identify certain problems with your copy, let you try out adjustments to see how CTR will be positively or negatively affected and more.  

 

Look at Your Ad Relevance   

Again, the importance of making sure that your ad matches the intent behind a user’s search cannot be overstated enough. If someone is looking for patio furniture and they get an ad for stereo equipment, the chances are high they’re going to ignore it. Relevancy should be one of your highest priorities at all times.

Look at Your Landing Page Experience   

Is your landing page easy-to-navigate? Does it display well on mobile devices? Does it have relevant and thought-provoking content? If it doesn’t, your landing page could be bringing the performance of your campaign (and by association your Quality Score) down.  

Look at Historical Account Performance  

In terms of historical performance, take a look at things like your average position, your CTR and your Quality Score. This will help provide a context to your current score, letting you know whether your current issues are ones that you’ve always had or if they’ve been brought about by a recent change that maybe was bigger than you thought it really was.  

Focus on User Intentions   

When users go onto a search engine like Google, they’re usually trying to complete a specific goal. Ads, websites and other campaign channels that help users complete that task are more likely to result in higher Quality Scores for this reason alone. Making sure that you’re not only focused on the user’s intentions but are also helping them accomplish those goals is and will always be the heart of ad quality. Drill this simple idea into your head and never forget it.

When users go onto a search engine like Google, they’re usually trying to complete a specific goal. Ads, websites and other campaign channels that help users complete that task are more likely to result in higher Quality Scores for this reason alone. Making sure that you’re not only focused on the user’s intentions but are also helping them accomplish those goals is and will always be the heart of ad quality. Drill this simple idea into your head and never forget it.

Look at Newly Launched Keywords, as Well as Performance on Related Keywords   

Always look at as much data as possible when making decisions that might affect your Quality Score. Say you’ve just launched a few new keywords, for example – now would be the time to check out performance on related keywords. If your existing Quality Score is high, Google will maintain a high opinion of the new ones, too.

Above all else, focus on the overall user experience. Make sure that all content is relevant. Be as compelling as possible. At the end of the day, the best strategy that you can employ to improve your quality score as much as possible is “do what is best for your users – everything else will fall into place.”

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