What is Your Quality Score?
That means that Google analyzes your ads, keywords, and landing pages when determining a Quality Score.
AdAlysis conducted a study to determine the weight Google gives to each component. They discovered that landing page experience and expected CTR each make up 39% of the ad score, and ad relevance makes up 22% of the score.
AdWords provides a Quality Score for accounts, ad groups, ads, landing pages, keywords, and mobile. You’re most impacted by your account-level AdWords Quality Score since it consists of your account’s overall performance.
The Impact of Quality Score
Quality Score is more than just a number. It has a huge impact on how successful your campaigns will be and how much you will pay.
First, Google uses the Quality Score when determining the position of the ad. This is called ad rank, and the lower your Quality Score, the lower your rank.
Second, a low Quality Score on Google means you’ll pay more for your ads. It can be quite expensive to run campaigns with a low Quality Score.
Fixing your Quality Score is easier than you might think. Look at common reasons for a low Quality Score on AdWords and how to fix them.
1. Failing to Give People a Reason to Click on the Ad
If you don’t give people a reason to click on your ad, they won’t, and that will hurt your Quality Score. Fix this problem by making your ads more compelling.
Add keywords to the ad’s title and body, and include the price in the text. Also, add promotional offers in the ad’s call-to-action. If you include a sense of urgency, people will be more motivated to click.
Finally, pause keywords that have a CTR of 1.5 percent or less. That way, those keywords cannot continue to damage your Quality Score.
2. Failing to Use Negative Keywords
You should add negative keywords to your ad groups. If these keywords are used in the search, they won’t trigger your ads.
Negative keywords prevent people who aren’t in your target group from seeing your ads. This will save you money and help you get a high CTR quickly.
3. Using Short-Tail Keywords
It is hard to have a relevant and clickable ad with short-tail keywords. Imagine trying to get people to click on your ad when you use phrases like “fountain pens.”
Your ads would convert much better and your Quality Score would go up if you used words like “Montblanc pens for sale.” Long-tail keywords are much more targeted than short-tail keywords and help you reach people who have the intent to make a purchase.
Of course, it can be difficult to fit long-tail keywords into standard ad copy. Fortunately, Google AdWords offers Expanded Text Ads. These ads are 50% longer than standard ads, making it easy to work in your top performing long-tail keywords.
4. Having a Broken Destination URL
If your destination URL is broken, you can expect a low Quality Score on AdWords. If you’ve made any recent changes to your landing pages, check to make sure they are working.
Fix any issues you come across as quickly as possible. Simple technical adjustments like this can be the difference between a high Quality Score and a low one.
5. Allowing Slow Loading Times
Back in 2008, Google started assessing websites’ loading times when determining Quality Scores. It crawls sites on a regular basis, so if your site has a slow loading time, you can fix the problem and improve your Quality Score quickly.
As a general rule, you want your landing page to load in 3 seconds or less.
6. Using Overly Broad Ad Groups
It’s impossible to have highly targeted ads if you use overly broad ad groups. These ad groups contain too many keywords and often have different goals. That reduces the ad’s relevance and the click-through-rate.
Instead of using broad ad groups, create several small ad groups that are highly targeted. Select a small number of keywords for each group. This will ensure that each ad the group serves is relevant to the search query.
7. Failing to Optimize Ad Copy Properly for Keywords
Far too many marketers create ad groups, run the ads, and forget about them. It is impossible to fully optimize ads for keywords without running split tests.
You should test the title, first and second lines, and display URL for your ads. The key is to only test one thing at a time. For instance, create two ads that have the same first and second line and display URL but change the headlines.
Run the ads against each other and see which performs better. Select the winning ad and move on with the test. Test the first line of text and so on until you have a highly optimized ad for your pay-per-click campaign.
8. Failing to Use Relevant Landing Page
If you are sending people to a generic landing page, you’ll suffer from a low Quality Score on AdWords. Instead of just using a single landing page, create different landing pages for different ad groups.
Each landing page should have the keyword in the headline and introduction, and the keyword should be included at least one more time in the page’s text.
The landing page also needs to match the ad’s intent. If you promise a promotion in the ad, the landing page needs to have that promotion as well.
The same is true for anything that you mention in the ad. The landing page needs to deliver on the ad’s promise.
Boost Your AdWords Quality Score Quickly With CNG
Our PPC Account Manager at CNG Digital Marketing understands the importance of a great quality score:
“If you think about ad quality score in the scope of Google LLC's monetization, you will begin to understand its importance. Without a quality score system, Google would deliver a sub-par user experience to searchers. It would not be the tech juggernaut it is today. “ - Jason Weddle
A lot goes into improving a low Quality Score on AdWords. With so much work to do, you’re likely a little stressed.
Fortunately, CNG can handle your campaign for you. We have a proven record of success with managing paid search campaigns. We can help you finally achieve a high Quality Score while improving the user experience.