Find out how you can increase the quality of your PPC ads…
In order for you to make the most out of your Google Ads, you must understand the concept of Quality Score. These scores have a huge impact on the performance and success of your campaigns, including your costs, so it’s important to master this.
Keep on reading to find out more about what exactly this score is, what it means for your advertising campaigns and how you can work to improve your score to ensure the continued success of your Google Ads.
Google Ads Quality Score is a figure determined by Google that scores their view of the user experience and relevancy of your keywords, your PPC ads, and your landing pages. In addition, it is used along with your mass cost-per-click (CPC) to determine your ad rank in the auction process.
The score, ranging from 0-10, reflects the rating of user experience from initial ad interaction through to the landing pages that provide the user with what they’re looking for. With this in mind, it’s important to consider the different types of quality scores.
Google follows an ad rank formula when calculating an advertiser’s Quality Score. The formula is as follows:
Ad Rank = CPC bid x Quality Score
Even businesses with smaller campaign budgets can still work hard to optimise their accounts and increase their Quality Score, helping them to appear in higher positions in search engine results pages.
Ultimately, having a good Google Ads Quality Score is important for many reasons, but most notably due to its ability to decide whether your ad appears on Google Search. It can also have an effect on the overall health of your accounts.
Of course, you’ll want to check your current score before you can work on improving it. To do this is simple; all you need to do is follow the steps below:
It’s important to determine your Google Ads Quality Score sooner rather than later, so you can quickly highlight any areas that need improvement and begin the optimisation process.
In order for Google to accurately determine your Quality Score, it must rely on certain factors, for example:
It is not exactly clear how much each component contributes to your overall Quality Score, so it is important to address each factor equally to ensure positive results. We do however know that overall, CTR is the most important component. This is because when people see your ad and click on it, this is a strong indication to Google that your ads are relevant and helpful to users.
Investing time and effort into improving your Google Ads Quality Score is highly beneficial for your business. Essentially, the higher the score, the lower your cost-per-conversion (CPC). This means that if you have a higher score, Google is happy that you are providing for user’s needs; therefore, Google will charge you less for each ad click.
Here are some of the top ways you can increase your score:
These are just some of the ways you can increase your score. Of course, there are further methods that can help. However, you may require the assistance of professional PPC management services if you wish to address these areas.
Ensuring a high Google Ads Quality Score involves the management and improvement of various areas within the PPC umbrella. Our team of PPC experts can work closely with you to enhance your PPC campaigns to bring up your score. Contact us today to find out more.
Alternatively, if you’re looking to increase your knowledge of PPC, you can take advantage of our PPC training courses.
Chester Yang is the Microsoft Program Manager at Diginius with a background in economics and quantitative research.
At Diginius, Chester focuses on nurturing partnerships with PPC agencies and integrating marketing and sales solutions.