Google Ads, huh? If you’re new to PPC and have just tried creating your first ad campaign, the chances are you’ll have immediately been inundated with an array of terminology that makes zero sense. In fact, even to PPC professionals, Google Ads can still be a maze of tabs, columns, charts, and other features that look a whole lot better once you’ve turned off your computer.
But believe it or not, there are people who understand what it all means. Our PPC specialists, for one. What can we say? We didn’t receive Google Premier Partner status for nothing!
But enough tooting our own trumpet – we’re here to answer a question: what is a Google Ads quality score, and how can you improve it? Let’s take a look.
What is a Google Ads Quality Score?
In principle, your Google Ads Quality Score is relatively simple – it’s a score rating between 1 and 10 that Google assigns to each ad in your account. How this score is created is a little more complicated, but it’s essentially based on three components:
- Ad relevance – how closely your ad matches what somebody is actually searching for.
- Expected click-through rate (CTR) – Google’s prediction of how likely users are to click on your ad when they see it.
- Landing page experience – how useful your page is for people who click on your ad.
Google will use these metrics, crunch them together using a formula known only to Google, and arrive at a rating: your ad’s Quality Score. This score will then impact how often your ads are shown and how much you pay per click. With us so far?
In simple terms, a higher Google Ads Quality Score will usually mean lower costs and better ad placement. A lower rating will mean the opposite. So, if you’re aiming to achieve optimum PPC performance – and why wouldn’t you be? – it’s worth considering what you can do to get it as high as possible.
With that in mind, let’s explore a few Google Ads Quality Score tips to help your PPC ads be the very best they can be.
Boost your ad relevance with targeted keywords
Ad relevance measures how closely your ad matches the intent behind a user’s search – or, more simply, how closely your ad matches what people are looking for.
One of the most effective ways to ensure it does just that is to tightly align your ad copy with your chosen keywords. For this, we’re going to assume you already know about keywords – if you don’t, we’ve got a handy article on the subject that you can find here. Otherwise, be sure to:
- Group keywords by theme and create tightly focused ad groups
- Use the main keyword in your ad headline and description
- Include dynamic keyword insertion where appropriate
Doing this will show Google – and your audience – that your ad is exactly what they’re looking for.
Write engaging copy to improve expected CTR
Your expected click-through rate (CTR) reflects how likely users are to click on your ad once they’ve seen it. So, the more engaging or compelling your ad copy, the better your CTR – and the higher your Quality Score in Google Ads.
Easier said than done, of course, but these general pointers will put you in good stead:
- Include a clear call-to-action (CTA) – e.g. “Buy now”, “Get a free quote”, “Book your demo today”
- Highlight USPs or benefits – e.g. “Free shipping”, “24/7 support”
- Use ad extensions like sitelinks or callouts to offer more value – e.g. include sitelinks like “About us” or “Pricing” to give users more reasons to click
Enhance the landing page experience
Once someone clicks on your ad, the landing page needs to deliver – what’s known as the landing page experience. Google evaluates landing page experience based on relevance, usability, and performance.
To improve this element of your Google Ads Quality Score, focus on:
- Page speed – use tools like Google’s PageSpeed Insights to identify improvements
- Mobile-friendliness – make sure your site is responsive and easy to use on mobile devices
- Content alignment – ensure the landing page matches the ad’s message and keyword intent
Together, this will combine to create a seamless landing experience. Once again, this not only keeps Google happy, but should also help to keep your users engaged – which happens to be what Google is aiming for anyway.
Track, Test & Tweak
Following our advice above should put your PPC campaigns in good stead. However, your Quality Score isn’t a one-and-done job. It can change over time, so regular tracking and optimisation are an essential component of continued success.
We recommend regularly reviewing your Quality Score metrics in Google Ads, A/B testing your headlines and CTAs, and adjusting your keyword targeting based on performance. These optimisations will help to ensure you’re not only improving your Quality Scores but also staying ahead of the competition.
Or an even-more-effective solution? Hire a specialist PPC agency to do it all for you! At Upperdog, our qualified experts have a great many years of PPC experience and are well versed in everything from finetuning keyword lists to creating bespoke audiences for individual goals.
To find out more, send an email to hello@upperdog.co.uk or call us on 01202 798820. We’ll be waiting on the other end to say hello!
