A Guide to Improving Your AdWords Quality Score
The AdWords service from Google enables advertisers to promote their products and services to niche buyers. To ensure that the advertisements reach niche buyers, Google AdWords uses the “quality score” metric.
What is Quality Score?
The quality score is assessed on a scale of 1-10 where a score of 1-5 represents poor quality and a score of 7-10 represents a high and preferred quality score.
You, the advertiser, need to have at least 7 points in quality score for the AdWords campaign to succeed.
Reasons to Work on a Better Quality Score:
You need to work on a better quality score because of the following important factors:
- Search Engine Position: The position of the advertisement in search engines depends on quality score. Poor quality ads will never be on the first page.
- Bid Amount: The cost of keywords depends on the quality score. Poor quality score ads may cost less but they are ineffective, always. Their clicks, if any, will give any business sparingly. Alternatively, high quality score ads will cost more but they are more effective.
- Specific Display Network Rank: While setting up ad campaigns, there is the option to choose whether the ads should be shown on specific display network sites of Google or not; if ‘yes’, then it is a must to have a better quality score because the score determines the position of ads on display network sites.
- Dynamic Keyword Insertion (DKI): A better quality score determines whether dynamic keyword insertion will work for a particular campaign or not. Dynamic Keyword Insertion is a process with which you can insert a keyword from the ad group when it is triggered by the user’s query. You can check out more details from AdWords Center.
7 Proven Ways to Improve AdWords Quality Score
1. Keep Keyword to Ad Relevance
The ad copy, landing page and keywords should be relevant to each other.
For example, if the keywords are about “WordPress themes”, while the landing page leads to “Blogger themes” and the ad copy doesn’t contain the targeted keyword/s, then the whole process will fail.
The trick is to choose niche and exact match keywords that are in compliance with the landing page. Sign up for a free Google Adwords account to use the Google Keyword Tool to perform varied keyword searches. The result is that when someone searches for “WordPress themes”, your ad is on the top, leading to potentially qualified leads.
2. Maintain Quality of Landing Page
Google expects that the quality of the landing page should match the ad keywords and ad copy. If the keywords are about “blog themes” and the landing page leads to “blog hosting”, it will lower the quality score drastically.
In other words, your landing page should reflect the same product/service as the chosen ad keywords. Improve the landing page quality by using responsive images and content and an easy-to-navigate sales page with quick check-out options. Below you can see easy-to-implement tips to improve landing pages:
- Give contact information.
- Add testimonials / product opinions from “real” users.
- Quick purchasing & quick check out.
- Give only relevant information pertaining to a solo product (don’t cramp up landing page).
- It’s better not to have sponsored / advertisement links.
- Offer a money back guarantee.
Most importantly, the landing page should be directly related to the displayed ads. No diversions or product confusions.
3. Relevance of Keywords in Search
Keywords are categorized as ‘low’, ‘medium’, or ‘high’ density keywords and sometimes it so happens that certain keywords do not have any search value at all. If you choose such keywords, the ad campaign setting will tell you this. If you still decide to go with the no-search value keywords, it will impact the quality score negatively.
Therefore, choose keywords wisely. The moot point is – the keywords should be relevant to search engines.
4. Select the Devices to View Ads
The choice of devices by users matter because the use of different devices produces different results. Therefore, be sure where you want to promote products and services. For instance, if you have a mobile app to promote, choosing smart phone users would be apt. The point is that you need to research the target market and then choose.
5. Geographic Location
Google is not very forthcoming on this but they say that the geographic location of the ad and the targeted audience impact the quality score. According to my personal experience, promoting in locations like the USA and UK yields better results.
Or, if your products and services can be used by anyone, anywhere, don’t select any particular geographical location. Let the ads be displayed worldwide.
6. Click Through Rate (CTR)
The CTR is the measurement of how many times your ads were shown as compared to how many times those ads were clicked by the searcher. For instance, if ads are shown 100 times and there is just 1 click, this is poor performance.
The quality score of ads will vary as per the CTR. This is not something you can check and solve in advance. Once the ads are live and results start to come, you need to keep tweaking the ads and maintain a good quality score. Further, the CTR of your ads is also compared with the CTR of your competitors, which also impacts the quality score.
7. Better Keyword Grouping
Each group should have a tightly knit set of 5 to 20 keywords for a better-quality score. This way you can target specific landing pages with specific groups of keywords. Don’t scatter the keywords and don’t add generic keywords.
If you are selling “wooden furniture,” concentrate on keywords that are variants of this keyword. Adding, say, “iron furniture” in this group will be very minimally effective. Getting the point?
For a beginner, dealing with AdWords can be overwhelming. Even professionals sometimes find it hard to manage AdWords. Therefore, before you start your first ad campaign be doubly sure about every facet of AdWords advertising.
Chitraparna lives her professional life as a writer, marketing content developer, blogger and consultant. There is something profoundly satisfying in expressing what you want while earning in the process. Visit my blog at SocialVani.com, a resource for bloggers and small business owners.