A well-thought-out Google Ads campaign can increase your company’s sales significantly. However, a mismanaged campaign can drain your business’ treasury like you wouldn’t believe it. We’ve seen companies waste thousands upon thousands of dollars, all because they were missing some of the key ingredients that turn a mediocre campaign into a hit.
Do you feel like you’re not getting all you can with your current Google Ads campaign?
Your Quality Score can tell you exactly how successful your campaign is, as it measures the quality of the ads in your PPC campaign. Not only that, but it also measures how relevant they are and how well they do.
Why do you need to know about the Quality Score?
- It determines your cost-per-click;
- It determines the position of your ads in the ad auction process;
- Understanding how it works can help you tweak your ad campaign to reduce your cost-per-click and increase your revenue.
The bottom line is that even if you’re a small business owner and you don’t afford to invest in advertising like your bigger competitors might be able to, optimizing your ad campaigns and increasing your Quality Score will, in turn, increase your chances to be seen in Google.
Essentially, your Quality Score depends on three elements:
Expected click-through rate – meaning how likely it is for someone to click on your ad when they search for a keyword in Google.
Ad Relevance – which refers to how well your keywords relate to your ads. In other words, when people type a keyword into Google, does it make sense for your ad to come in results?
Landing Page Experience – which relates to what we said above. What happens when people click your ad? Does the landing page match the message of the ad?
So, based on these elements, here’s what you can do to increase your Quality Score. 👇
Understand The Power of Keywords
Now, when it comes to keywords, there’s a lot to unpack. In fact, there are five things you should take into account:
1) Do your research.
But let’s start by saying that you’re going to have to spend some time researching your keywords. Google Analytics is your friend. Find out what words people use in order to find the products you’re selling. Moreover, see which of those words drive the most traffic. Don’t forget long-tail keywords – as they make for more specific searches.
2) Don’t forget about negative keywords.
Just like the name says, this is the opposite of a keyword. How do they work? Well, if you include a set of negative keywords in your campaign, this will ensure that if someone types in those words into Google, your ad won’t show.
But why would you want that? Easy. Negative keywords will ensure that the people who aren’t in your target market won’t come across your ad. Using negative keywords will help your click-through-rate.
3) Organize your keywords.
One of the solutions to high Quality Scores is powerful relevancy between the search query and your ad. In order to do that, you will need to arrange your keywords into effective groups. All of the keywords in an ad group should have a powerful level of meaning.
With targeted ad groups, you will attract a specific audience and be able to deliver concentrated ads – this will improve CTR, and naturally, you’ll get praise from Google for ad relevance.
The most reliable solution is to classify your keywords by theme and then segment these groups into subgroups and so on. You can create a hierarchy of small, easy to handle keyword groups. Immediately you can write laser-focused ads, or sets of ads to test and create a landing page for each group.
4) Don’t fall into the trap of Dynamic Keywords.
If it has ‘dynamic’ in the title, it must be good, right? Actually, it isn’t for your quality score anyhow.
This feature of Google Ads allows you to include the user’s exact search term anywhere into your ad copy. It is very handy, but you risk creating ads with unrelated and pointless messaging, something that is frowned upon when you are seeking to increase your quality score.
Aside from this, it can lead to inadequate ad messaging that isn’t engaging in any way potential customers. It’s best to control what will appear in your ad copy.
When you employ single keyword ad groups, it implicitly reduces the need for Dynamic Keyword Insertion in the first place.
5) Bid on your branded keywords.
Moreover, if you rank great organically for your branded terms, it can be a substantial chance to still bid on these terms. Your joined CTR will boost if both paid and organic search results are showing.
Branded ads will also reach the highest CTRs across your entire account, which is major for quality scores across the account.
As it is, your brand and you can create relevant ads and landing pages easily; you will likely achieve a quality score of 7 or above. Also, those searching for your brand are most certainly high-intent, so more than likely to click on your ad which represents another win for your CTR.
This step by step guide will assist you in streamlining your campaigns and improving your Quality Score, and consequently, turn your Google Ads account more competitive. The end results will include higher ad placement, which will provide improved click-through rates and lower minimum bids for keywords – which translates into a much-improved ROI.
Now you have learned why the Google Ads Quality Score is so essential for your business, and how you can improve it by applying different tactics.
Along with improving your Quality Score, you should actively optimize bids, target audiences, placements, and keywords on your advertising campaigns to achieve better results without wasting your resources. Adspert Bid Management helps you achieve your goals by optimizing your advertising accounts automatedly. Leveraging a powerful Machine Learning algorithm, Adspert enables companies of any size to achieve their advertising goals with optimization.