Mastering Pay-Per-Click or SEM is not a single day’s job. Understanding basic concepts concerning PPC when you’re trying to master Google AdWords takes time. If you are a beginner, having a basic understanding of PPC is a critical first step.
One of the key concepts you should learn about is Quality Score for keywords on Google AdWords.
There are tons of mistakes beginners make while checking the keywords’ Quality Score on Google Ads. But these mistakes can cost them money and loss of opportunities because
Quality Scores have a massive influence over both the effectiveness and cost of the paid search campaigns.
Just like credit score is important whether an individual is qualified to take loans or not, the same goes for Google Quality Score, which affects how PPC ads that you’ve run earlier performed and how much you need to pay for every click.
What does Quality Score mean?
Quality Score (QS) is the rating that Google offers to users to inform them about the relevance and quality of PPC ads as well as Keywords. Quality Score is also important while determining CPC or Cost Per Click and the maximum bid that you’ve to make to accumulate ranking in the process of auction. There are certain factors that determine Quality Score:
- Keyword relevance to the ad
- Ad text relevance
- Click-through rate or CTR
- Quality & relevance of Landing page
- Historical performance of Google AdWords account
What is a good Google quality score?
The number between 1-10 helps the advertisers in gauging how great the PPC campaign is and how good they are doing when it comes to selecting appropriate keywords, driving users and writing solid ads. The smart work that advertisers put into motion help in driving traffic to the land pages. When it comes to determining a good quality score of Google AdWords, real-time Quality Score is always encouraged.
In addition to this, the real-time quality score has significant granularity as compared to the number between 1-10. However, Google doesn’t share the details and the result with advertisers. It’s not that Google doesn’t want advertisers to know about the real-time QS, and neither does Google intend to keep advertisers in the dark. The reason why Google doesn’t share the real-time QS with advertisers as the data fluctuates almost all the time. Also, the data that comes from real-time Quality Score is distinctive for each search that takes place on Google.
If your Quality Score is high then it indicates that the ad you had placed as well as the landing page are quite useful as well as relevant to the viewers. Quality Score provides advertisers with a general sense of quality with respect to ads.
So, What does a high quality score indicate?
When it comes to having a significantly high Quality Score suggests that the systems of Google AdWords determine the ad, as well as the landing page, is useful and relevant when a visitor is looking at the said ad.
Higher Quality Score also indicates the general alignment taking place between marketers and consumers. Further, it also suggests that an advertiser has done appropriate research, who you want to approach, and the way you speak to the potential visitors while making a Google search. This also indicates that you’re showing the visitors exactly what they wish to see on the internet, comprehensively.
Every time advertisers take stalk of the components that determine the quality score, the alignment concept becomes vividly clear.
What are the three main factors that determine ad quality?
Three importance factors determine your quality score are:
- Relevance of Ad
If you want users on the internet to click on your ads, then consumers have to get your message via the ads you post. Ads that have strong relevance indicates a robust alignment between keywords searched on Google and the ad’s copy.
If you’re looking forward to achieving strong alignment with your ads then make sure that the ad’s copy should consist of the words which are used frequently.
- Expected CTR
A strongly anticipated clickthrough rate indicates there is a perfect blend among the keyword which you’re bidding and the words search on Google. Further, this also indicates that the people are searching for “Green Sneakers for Men” on Google and your bidding is benefiting you.
Nevertheless, you cannot achieve alignment by simply brainstorming and guessing. Rather, you’ve to look into the data on the search bar. AdWords tools can help you achieve this milestone.
- Experience of visitors on the landing page
The contents of your landing page, as well as your keywords, need to be perfectly aligned. If you’ve placed your bidding on “smartphones under 20,000” then your landing page must have the keyword.
If the designated keywords are present in the copy of the landing page and as alternative text in images, then it signifies that you’ve come to the right place.
Then make sure that your entire approach to PPC has a hyper approach. When you’re focusing on the appropriate search queries, make sure that you target your advertisements to a definite segment of internet users. With Google AdWords, make sure you work smarter.
How often is Google quality score?
Every time a user makes a search on Google which ends up triggering ads leading to the calculation of Quality Score. By the looks of it, Google incorporates a statistical history that is associated with keywords, your account, as well as ads which aid in the ranking. It further determines how much you have to pay to Google per click in real-time.
Nevertheless, it is important to note that to witness a significant change in Quality Score, it will take some time.
How can I improve my landing page quality score?
The internal system of AdWords evaluates as well as visits the landing pages, regularly. For instance, if significant changes are made towards improving the experience of the landing page then it might lead to a significant Quality Score in the due course of time.
1. Offer useful, relevant, & original content:
- Your landing page should be relevant to the keyword and ad text
- Be precise on the service or the products that you’re offering to your visitor. For instance, if the ad is for a classic bike, then they do not want to land on the “all bike models” page
- Make sure that the information you’re providing through advertisement is useful
- Offering useful content or features which are unique to your site might convert a visitor into a customer
- Your site must look authentic, foster transparency and trustworthiness
- Be transparent while sharing your business’ information and its goal
- Visitors look forward to filling out the forms to attain products and services to establish communication with you
- The website should be compatible with all devices. Decrease the loading time of your website
What change would have the least positive impact on an ad's quality?
If the bid amount is raised then the ad would have a least positive impact. If, as a beginner, you feel as if you wish to improve your ad’s quality then you might want to work on your PPC strategy first, tweaking it consistently for better results. Just thinking that raising the bid’s amount might do the trick, then you’re mistaken.
If as a budding advertiser, you are endeavouring to improve the ad’s quality and you feel raising the bid’s amount would benefit you, you’re quite mistaken.
You need to keep experimenting and trying until you get the hang of Google AdWords as digital advertisement is the future and we’re already living in the said future.
Take A Look At The Below PPC Advertising’s Other Chapters
Chapter 2: All About Developing Your PPC Strategy
Chapter 5: Why Keywords Matter & How They Work in PPC
Chapter 10: The Complete Guide to Ad Extensions
Chapter 11: All Things to Know About PPC Ad Formats
Chapter 12: Top 10 PPC KPIs You Should Keep a Track Of