From the very beginning, Google has focused on the user experience.
Google Ads are no different.
In simple terms, if Google thinks your ads are relevant and useful for the user, you get rewarded with a better Quality Score.
You can think of it like your credit score – the higher your credit score, the more trustworthy you are in the eyes of creditors.
With Google Ads, the higher your Quality Score, the better placement your ad gets on the SERP (search engine results page), and the lower cost-per-click (CPC) you’ll pay.
What Is Quality Score?
The Quality Score of your ad is the rating of your ad based on the relevance and quality of your keywords, PPC ads, and landing pages – in combination. It determines your CPC and your ad position on the SERP. It is calculated on a 1-10 scale based on:
- Your expected click-through-rate (CTR)
- The relevance of your ad text (ad copy)
- Landing page quality and relevance
- The relevance of each keyword to its ad group.
- Your historical Google Ads account performance
How Does My Quality Score Impact My Campaign?
Your quality score is super-duper important, as it impacts the most vital parts of your campaigns:
- CPC (cost-per-click)
- Ad position
Remember, it all comes back to the user.
If Google has a competitors’ ad that has a higher Quality Score than yours, your ad could get pushed down on the SERP.
Or, even worse, it could be pushed down so much that it won’t even show – all due to your low Quality Score.
In addition, ads with higher Quality Scores get rewarded with a lower CPC. So, it behooves you to stay on top of your campaigns – always.
How To Improve Your Quality Score?
Again, going back to the ever-so-important user experience; how relevant is your ad to the keywords chosen?
How relevant is your landing page to the ad? What’s the user experience like? Is there a clear CTA (call-to-action)? Are you highlighting your UVP well?
These are all questions you need to get in the habit of asking yourself.
Ok, so what can you do today to improve your Quality Score?
- Keyword Research – Get this right and keep your ads relevant. Try out new things such as Wordstream’s free keyword tool. Also, check out this list of keywords tools by Neil Patel.
- Keyword Organization – take your bulk list of keywords and put each term into meaningful, relevant groups so you can directly tie them to individual campaigns.
- Refine Your Ad Text – You want targeted ad text (ad copy) for your individual ad groups. Test different versions of copy to get the highest CTR. High CTR improves Quality Score.
- Optimizing Landing Pages – How strong is your CTA (call-to-action)? Is there plenty of negative space? Are you A/B testing different versions of your landing page?
- Adding Negative Keywords – Remove keywords that eat away at your ad spend and negatively impact your Quality Score.
How To Check Your Quality Score
First, log in to your Google Ads account. Then click on the relevant campaign and ad group.
Select the Keywords tab.
Click on Columns at the top of the adgroup table.
Then click on Quality Score and check the boxes for the types of quality score you want to see.
Now you’ll see the columns show the available information.
Your Quality Score is to be taken very seriously, as it impacts your ad positions and CPC. In order to get the most ROI, make sure you are regularly checking your Quality Score – then optimize as needed.
The folks at PPC Hero went into great detail on Quality Score. – it’s a great resource if you want to dig deeper. What resources do you use to improve your Quality Score? Add in the comments!