How Will You Manage the Google Quality Score?
How Will You Manage the Google Quality Score?
Quality score! As its name implies, it is a measure of the quality of your ads. And given the factors that determine it, you could also say it is a measure of the relevance of your ad to Google users.
However, Google says not to see the quality score as a metric to optimize. Instead, let it point you to areas of your ad that need improvement.
Whatever explanation works best for you, today, you’ll learn the best way to manage your score. But for what reason?
Table of Contents
What's Quality Score?
Quality Score itself is a factor determining another metric in Google Ads. And that’s your Ad Rank. By improving your ad’s quality score, you’ll also raise your ad rank. And the higher that is, the less you’ll have to pay for your pay-per-click advertisement.
In other words, the quality score is more like an organic way to increase your advertisement reach. So, what are these factors that determine the quality score? And how do you manage them for better performance?
Factors Affecting Quality Score
Click-Through Rate (CTR)
The CTR measures the likelihood of your ad getting clicked on a user’s screen. It relates the number of clicks to the number of impressions your ads have. And if you’ve got a rate that’s below average — or just average, you need to improve some things in your ad.
First off, you want to edit your ad text. Ensure it sounds more compelling than before. Be more specific. And, if possible, highlights the benefits of what you’re promoting.
Sometimes, users only skim through, and if they can’t find that hooker text easily, they’d skip and move to the next ad. Also, ensure your ad texts matches the intent of your keywords. You don’t want your audience thinking your copy is irrelevant to their search.
Finally, include a compelling call to action. If you have the space and the budget, you could also experiment with different calls to action. But note that the click-through rate only measures how often your ad gets clicked. It doesn’t necessarily equal higher conversion rates.
You can use deals as the hooker that earns you high click-through rates but only low conversions. So, the idea is to use words that give you the right balance.
To read more about Google Analytics: Difference Between Clicks and Visits, check out Google Analytics: Difference Between Clicks and Visits article.
Ad Relevance
Start also by editing your content. Match the language tone and style to what you believe a user might be searching for at the moment — a relevant search. Doing this should improve your relevance.
Another thing to do is to divide your keywords into themes. That way, you have certain groups of keywords for specific ad themes. An example is creating separate keywords for ads on casual and corporate wear.
Landing Page Experience
Another factor that determines your quality score is the landing page experience.
Here is the factor that measures every user’s experience on your page. How relevant was it to the user? Google aims to answer this question by monitoring your page’s user behavior.
A very high bounce rate would mean a bad experience, which will reduce your quality score.
So, first off — ensure your page speed isn’t slow. Often, users don’t even wait to see what you have when it’s taking too long to load. So, if you want visitors to your page, ensure then your page is loading fast.
Now that they are on your site, the next question is if they are seeing what they clicked your ad for in the first place. If you’ve had your ad and landing page incorrectly linked, now will be the best time to correct that. It’s all for the sake of relevance.
Moreover, another vital thing to work on here is the issue of compatibility. A lot of users use mobile today. So, ensure your landing page is mobile-friendly.
Do these — to the best of your abilities, and you’re ready for a good quality score that ensures you meet your every marketing goal!
To read more about increase E-commerce sales, check out How to use videos to increase e-commerce sales? article.
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