3 Factors That Determine the Quality of Your Google Ads

by Apr 1, 2022Blog

The quality of your Google Ads campaign might seem great to you, but what is the actual quality score that Google assigns?

What is a Quality Score?

The Google Ads Quality Score is an aggregated estimate of your performance in ad auctions, calculated by click-through rates, ad relevance, and landing page experience.

  1. Expected click-through rate: This is the likelihood that your ad will be clicked, calculated with the historical click-through rate of the keyword and the matched ad
  2. Ad relevance: You should run a campaign that matches the intent behind the user’s search. This is accomplished by using keywords that are related to the user’s search intentions.
  3. Landing page experience: Page quality, relevance, and loading time must be optimized. The landing page should be easy to navigate and have clear links to find the user’s intended information. It should be relevant to why the user clicked the ad.

Why does it matter?

The better the Quality Score, the lower the cost-per-click (CPC) and cost per conversion, which can substantially increase your return on investment (ROI). Industry insiders claim that ranking higher than a five earns a discount on CPC along with higher ad placement, which leads to more exposure.

How do I use it?

You can find your quality score by clicking the white speech bubble in the keywords tab of Google Ads or by enabling the quality score column.

image source: augurian.com

Pro tip: Quality score is just an estimate. Do not spend time worrying about hitting a perfect 10 since the time and resources spent doing this often outweigh the marginal benefit. As long as you are six or above, you are good to go.

To improve your quality score:

  • Ensure that your ad highlights the benefits of your product or service searched to improve its relevance. You can experiment with different call-to-action formats to find the one that is the most effective to attract customers.
  • Use highly relevant keywords in your campaigns that match the search intent
  • Add negative keywords to exclude irrelevant search terms from your campaign.
  • Improve your landing page and make sure that you send the customer to the page that corresponds with their search. Your conversion rate is a good proxy for landing page experience. Check mobile compatibility as well.
  • Focus on improving your page experience, specifically, core web vitals. This includes the landing page load speed and is mobile-friendly.

It takes both time and experience to effectively manage a Google Ads campaign. That’s why we offer comprehensive Google Ads guidance as part of our marketing service. Speak with us today and see how we can help.