In 2021, Google generated $209.49 billion in advertising revenue through Google Ads, the bulk of which came from search advertising.
That year, advertisers spent $118.79 billion on search ads, and these advertisers expect to spend more on search ads in 2021, according to eMarketer.
To keep up with these increasing ad budgets, advertisers need to understand quality scores and how they impact their ad performance.
In this article, we’ll discuss what quality scores are, how they impact ad performance, and how advertisers can improve their quality score. We’ll also share a few tips for optimizing your quality score.
Why Google Ads Quality Score Matters for Advertisers
Google Ads Quality score are a measurement of an ad’s relevance and relevance to the intent of a user.
They determine which ads appear in users’ web searches, in their Gmail inboxes, and on other websites. Quality scores are determined by a complex algorithm that takes into account a variety of factors, including how likely an ad is to be clicked and how much a user is likely to remember the ad. Scores are used to determine which ads get displayed, so they’re an important aspect of ad performance.
According to Moz, Every keyword in your account is assigned a Google Ads Quality Score from 1 (bad) to 10 (excellent) and can be viewed in the keyword table.
Quality Score should be used as a diagnostic tool to improve the quality of your ads, keywords, and landing pages to increase ad performance, and is measured by the performance of three components:
- Expected CTR
- Ad relevance
- Landing page experience
Each component is evaluated with a status of “Above average,” “Average,” or “Below average.” This evaluation is based on a comparison with other advertisers whose ads showed for the exact same keyword, over the last 90 days.
Yes, the higher the score, the better the ad performs. A score of 10 is considered excellent and indicates that the keyword is highly relevant and offers a great experience for users. A score of 1 is considered bad and indicates that the keyword is not at all relevant, has a poor experience for users, and is likely to result in a poor ad performance.
It matters which keyword you optimize for—if you optimize for a high-quality keyword and your quality score is 1, you won’t get any ad impressions. However, if you optimize for a low-quality keyword and your quality score is 10, you’ll get a lot of ad impressions. It’s important to understand which quality score you need to optimize for to improve your ad performance, but it’s even more important to understand how your quality score impacts your ad performance. Your score will directly affect your ad performance.
Get the Edge on Your Competition: How to Improve Your Quality Score
Learn what affects your Quality Score
Examine the three elements in more detail: expected clickthrough rate, relevance of the ads, and landing page experience
The idea is that by improving one of these three components, you can improve your score. Provide your users with what they need, and good performance will follow. Concentrate on your long-term performance objectives and consider ways to enhance user experience.
However, it’s important to note that there are many other factors that affect your quality score, including your industry, ad copy, and landing page experience. The goal is to improve your quality score so that your ads are more relevant and offer a better experience for users, which will result in higher ad performance.
Find the best keywords to optimize for.
Quality scores are used to determine which keywords get optimized for. The higher your quality score, the more likely it is that your ads will be shown to users. However, the more keywords you optimize for, the higher your risk of getting a low score. Consider which scores you need to optimize for to improve your ad performance, and focus on just a few high-quality keywords.
If you want more clicks, focus on long-tail keywords.
Ad copy is an important component in ad performance.
Make sure you are creating ads that connect with users and encourage them to take the desired action – clicking on the ad or performing the desired action like signing up for a newsletter. You can also repurpose/recombine your ad copy.
Advertisers who take the time to write quality ad copy will see better results than those who do not.
Use location-based links to catch more attention.
To create a location-based link, simply add the name of the city or region you’re targeting after the “www.” prefix of your website’s address. So, for example, if your website is www.example.com, a location-based link for San Francisco would be www.www.example.com/san-francisco/.
When creating your ad campaign, be sure to select the “With a Location” option in the “Where you’re targeting” section of your campaign settings. This will ensure that your ads are only shown to people in the target area.
Improve Click Through Rate (CTR)
There are numerous factors that go into Google’s Score for ads. However, one of the most important is the click-through rate (CTR). This metric measures how often people click on your ad after seeing it.<
If your CTR is low, it can negatively affect your scores, and in turn, your ad’s placement and cost. There are a few things you can do to improve your CTR:
- Make sure your ad text is relevant to what people are searching for.
- Write catchy headlines that stand out from the rest of the results.
- Use specific keywords related to your product or service.
- Experiment with different ad formats and placements to see what works best for you.
In conclusion, knowing how Google Ads Quality Score works and its importance is key to having a successful ad campaign. Keep in mind the three factors that make up Quality Score when creating your ads and make any necessary changes to ensure your score is as high as possible. By doing so, you’ll be rewarded with better ad placement and performance.
If you’re ready for more information on how to improve your scores, we offer a free consultation. We can help you make your business grow on top and improve your click-through rate. What do you have to lose? Call us Today and check out our services!