Six Ways to Improve your Quality Score
For search marketers, your keyword quality score can be one of the most impactful components of your ad campaigns. Combined with bids, your quality score impacts where ads serve on the search engine results page (SERP). A poor quality score could mean you’ll rarely see the top positions or that you’ll have to pay a premium to obtain it.
First, let’s review the components of quality score.
A quality score is a value on a scale of 1-10 that is given to each of your keywords. It is made up of three factors:
A) Expected click-through-rate
B) Ad relevance
C) Landing page experience
Now let’s determine how to improve the score.
A) Expected Click Through Rate (CTR):
Your expected click through rate is a prediction of how likely your ad will be clicked on when viewed. This prediction is based on how well a keyword has performed in your account, as well as how the keyword has performed for other advertisers.
1. Ad copy testing
Testing various headline and description combinations is a great way to optimize your ads. A proper test can reveal which messaging resonates best with users and is more likely to result in a click. Some of the most impactful tests include measuring a variety of calls-to-action and a variety of value props to determine what resonates most with customers.
The name of the game is ad real estate. How much space does your ad take up compared to other advertisers? The addition of extensions not only makes your ads larger on the page (and pushes competitors farther down the page), but their size is also more likely to catch the eye of users. Try adding sitelinks, callout extensions, or structured snippets.
B) Ad Relevance:
Ad relevance measures how closely your keyword is related to your ad.
1. Group similar keywords into ad groups.
Google encourages grouping keywords into ad groups based on a common word or theme. Let’s say your company sells shoes. If you have a group of keywords that all speak to discount shoes, put them in their own ad group. This ensures that when you write an ad that speaks to your discounts, every keyword is relevant to that messaging.
2. Find ways to incorporate your keywords in your ad copy.
Another way to ensure your keyword is closely related to your copy is to simply put it there. One option is to select your strongest performing keywords and insert them into headline 1. Another option is to utilize dynamic keyword insertion (DKI). Want to learn more? Check out our DKI How-To blog.
C) Landing Page Experience:
Landing page experience measures how well your website provides a strong user experience and landing page relevance to the search once they click through your ads.
1. Make sure your landing page matches your advertising efforts.
The first step is to make sure your landing pages make sense for your keywords and ads. If you’re advertising that you sell shoes, then show the user a page with the shoes you have for sale. It’s as simple as that!
2. Try landing page testing.
Once you know your landing pages make sense for your keyword and ad combinations, you now have an opportunity to try landing page testing. You can send users to a category page, best sellers page, specific product page, etc.
Overall, search engines strive to deliver the highest quality experience to their users. Quality scores are meant to encourage advertisers to optimize their campaigns in order to continue delivering the best user experience. If you take the time to optimize, your reward won’t just be more relevant traffic to your website, search engines will give you higher ranking positions and even reduce your CPCs. Get out there and start optimizing!
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