The higher your Google Ads Quality Score, the cheaper Cost per Click (CPC) you are going to pay.
You can reduce your CPC and improve your average position at the same time by increasing the Quality Score for each of your keywords.
Google’s Quality Score is scored on a 1-10 scale and is determined by three factors:
- Ad Relevance
- Click-Through Rate (CTR)
- Landing Page Experience
You can run a report within Google Ads to see how well each of your keywords performs for each of these factors.
Here is my advice to help you improve the Quality Score of your keywords:
1. Target Very Specific Keywords
Broad Match is ill-advised except on exceptional circumstances. If you have broad match keywords in your account you are going to appear for lots of search terms that aren’t relevant to your ads, and perhaps not even your business. These aren’t going to fare too well when it comes to Quality Score.
By creating Single Keyword Ad Groups you can make sure that all of your Text Ads contain the users’ search terms, thus scoring highly in the Ad Relevance category. This should also increase your CTR.
2. A/B Test Your Ad Copy
This should be a regular task for any Google Ads expert.Continually optimising your Text Ads will allow you to increase your Quality Score by determining which ads are performing best. On top of this, testing your Ad Copy should also improve the quality of visitors to your site, and your conversion rate too.
Google recommends running three Text Ads per Ad Group at any one time. This is optimal for determining which are performing the best.
3. Negative Keywords
Keeping on top of negative keywords very important for any account that is using any match types other than Exact Match (Phrase Match and Broad Match Modifier are recommended).
Using the Search Terms report you can see what queries your ads are appearing from. This data can be used to create negative keywords to prevent your ads from appearing for irrelevant searches in the future.
This reports won’t be available prior to activating your account of course, so you can use the Google Keyword Planner tool and Google Trends to help you find search terms to add to your negatives list in order to reduce wasted spend from the start.
4. Optimise Landing Pages
Landing page optimisation has certainly become an important skill for Google Ads experts since the Quality Score metric was added back in 2005.
By optimisation, I am referring to the relevance of the search terms, the page load time and the geographical relevance.
Make sure you are choosing the most relevant page for each of your keywords on the site. This may include editing the pages so that they are more relevant, particularly if Google is giving you low Landing Page Experience scores.
The conversion rate is also a factor. It’s not only important to your business but to your Google Ads Quality Score too. Both PPC experts and SEOs alike will recommend continual testing of your landing page to improve the Conversion Rate.