Quality Score is a deciding factor in your ad’s bid and visibility on a search engine results page. If your ad has a high-quality score, it can be placed in a better position, your click-through rate increases, and your advertising costs decrease. So how can we improve this factor to help improve the performance of our advertising campaigns? In today’s article, Optimal Agency will guide you to optimize your quality score in Google Ads!
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What is Quality Score in Google Ads?
An indicator that measures the relevance of keywords, landing pages, and ad copy in Google Ads. It is measured on a scale of 1 to 10 where 1 is the lowest and 10 is the highest. Based on this factor, Google will adjust the ad’s delivery ability.
This factor greatly affects advertising effectiveness and return on investment ROAS of Google Ads. It is used to determine the cost per click on an ad and determine the ad’s ranking in the auction and display position.
Quality Score is directly proportional to ad rank and inversely proportional to bid price. In Google Ads, if an ad has a high-quality score, it can rank in better positions than its competitors without having to bid high, and vice versa.
So how to optimize quality score in Google Ads to improve your ad ranking on Google. Please continue reading the content below to get the answer.
How to calculate ad quality score on Google?
The formula for calculating Quality Score is as follows: Quality Score = (CTR * Relevance * Landing page experience) / Expected impact.
With this quality score calculation, you’ll see the importance of creating relevant ads and landing pages. When evaluating advertising campaigns, Google evaluates CTR metrics, ad relevance, and landing page experience scores.
Quality Score is calculated based on the combined performance of 3 components:
Expected clickthrough rate (CTR): The likelihood that a user will click on an ad when listed for the keyword they enter. Google estimates the probability of your ad being clicked based on previous data from your account.
Ad relevance: That is how Google measures and evaluates the relevance of an ad to the purpose of a user’s search query. This means that if someone searches for a specific keyword, your ad may appear.
Landing page experience: Depends on the user’s experience on the landing page and how relevant the ad is to the landing page when the user clicks on your ad. This element helps you check whether the ad content corresponds to the content on the landing page. At the same time, evaluate page loading speed, landing page performance,…
Why is it necessary to improve quality score on Google Ads?
If your ads on Google have a high-quality score, your Google Ads campaign will have a competitive advantage over your competitors. Because advertising brings a more interesting and engaging experience to customers, increasing click-through rates and better conversions. Reasons to optimize quality score in Google Ads are:
Reduce advertising costs
When your ad has a high quality score, Google sees that your ad is relevant and useful to users. This reduces advertising bids and optimizes advertising costs more effectively.
Increase visibility and ranking in search results
Highly relevant ads that provide a lot of value to customers will have a high quality score. This helps increase the visibility of your ads on search results and get higher rankings. Potential customers will be more likely to see and click on your ad, driving more traffic to your landing page.
Improve ad performance and increase click-through rate (CTR)
Improving your Google Ads quality score helps improve ad performance and drive higher click-through rates (CTR). Because the more attractive and relevant your ad is to the target audience, Google will prioritize distribution and display.
Brings a better experience to users
One of the ways to improve your ad quality score is to increase ad relevance and enhance the landing page experience. This helps increase quality scores and improve user experience, improving engagement and conversion rates.
In particular, the relevance of the ad to the landing page is important. Because when users click on ads, they always expect content that is appropriate and true to their desires and interests. If you can do that, you will have better engagement and conversions on your ads.
When a landing page is highly relevant, it will enhance the user experience and contribute to a higher quality score, which helps improve ad performance.
Increase return on ad spend (ROAS)
If your ad quality score is high, your return on ad spend (ROAS) will be better. Because when you ensure your ad is relevant to the landing page, attractive, and targeted to the right target ROAS in Google Ads, it will boost sales.
How to effectively optimize quality score in Google Ads?
Research and choose suitable keywords
Regular keyword research will help maintain and improve your ad quality score. Because then you can identify and target the keywords that are most relevant to your business. Make sure your ads reach the right target audience.
Advertising with relevant keywords will improve the relevance of your ad which in turn impacts your quality score. You can use Google’s keyword research tool to find keywords with high search volume and low competition.
Bid on relevant keywords
Keywords are very important for Google Ads campaigns because they determine visibility and advertising costs as well as conversion rates. When you bid on advertising keywords, tell Google where you want your ad to appear. To get a high quality score, you need to bid on the right keywords.
Use negative keywords
Eliminating keywords that are not related to advertising will help improve click-through rates and optimize quality scores in Google Ads. Analyze your Google Ads search terms report to find irrelevant keywords. Next, rank the keywords based on conversion rate and advertising costs to identify poorly performing keywords. Finally, add negative keywords to your ads to refine your campaign effectively.
Restructure ads accordingly
Grouping ads by topic helps ensure ad relevance. Tailoring your ad copy to each group will help improve your ad’s relevance score. You need to strike a balance between broad and niche keywords, and conducting keyword research and thematic ad groups will help increase your ad quality score and drive more conversions.
Create attractive advertising copy
This is one of the effective ways to optimize quality score in Google Ads that you should apply. Create compelling ad copy that attracts your target audience to click on your ad. By researching user characteristics and behavior to create appropriate advertising content. With beautiful images, videos and clear, convincing calls to action, as well as providing a lot of value to the target audience to motivate them to take action.
Match the ad copy to the landing page
Not only do you need to create compelling ad copy, but it also needs to be relevant to the landing page you want to redirect users to after clicking the ad. This will help you maximize your ad’s quality score. Make sure the content on the ad and landing page are in sync, and the call to action on the ad must be convincing to drive engagement and traffic to the landing page.
Perform A/B testing
This way you can measure the effectiveness of your ad versions and find the best ad version. You can A/B testing Google Ads with different ad texts, headlines, and calls to action. Through monitoring and evaluation, you can know what elements impress your target audience the most and increase clicks. From there, you can significantly improve your click-through rate (CTR) and improve your quality score on Google Ads.
Landing page optimization
One of the factors that affect quality score on Google Ads is the relevance of the ad to the landing page and the user experience on the landing page. So to improve your quality score, you need to optimize your landing page.
Make sure they have a user-friendly interface, fast loading speed, and content directly related to the advertising content. When users click on your ad, they can find what they’re looking for quickly and easily and have a good experience on the landing page.
If you know how to optimize your quality score in Google Ads, you can improve your ad rankings on search results pages, improve click-through rates and conversions to achieve a higher return on investment. With the information we share above, we hope that you can apply it successfully and achieve your business goals.
Please refer to:
- How to optimize CPC when running Google ads
- Instructions for creating effective Google Ads demand gen campaigns
- What is Google marketing platform? Outstanding features of Google Platform
Frequently asked questions
You can find your quality score on your Google Ads account. So go to your account and select Keywords in the left corner. On the right side of the table, you will see a column icon. Click on it and you’ll see the Modify Keyword Column option. Next, click on this option and then select Quality Score.
Click-through rate (CTR) is a positive signal that your ad attracts the attention of many people, but it is only one component of your ad’s Quality Score. If the CTR is high but the quality score of the ad is low, there is an issue with the relevance of the ad text, keywords, or landing page. To fix this, you need to make sure these elements match the content your target audience is looking for.
