Imagine this: You’ve spent hours developing a Google Ads strategy, building out ad groups to target the right audiences, and writing enticing ad copy to make them click. Despite all of your time and effort, your search ads seem to fall short, failing to achieve top ad positions or even appearing on search engine results pages (SERPs) at all.
In this situation, you’re probably left scratching your head, wondering what went wrong. The good news? A low Quality Score could be the culprit – and we’re here to help you fix it.
What Is a Quality Score?
Google's Quality Score expresses the rating of users' overall experience with your ads and landing pages on a scale of one to 10 (with one being the lowest and 10 being the highest). The search engine uses the keywords searchers type into the query bar to determine how well your ads and landing page content relate to the audiences you're trying to attract.
Your Quality Score comprises several factors, including:
- Landing page experience
- Keyword relevance and grouping
- Expected click-through rate (CTR)
- Ad relevance
Google rates your keywords, landing page experience, and advertisements based on how effectively they provide searchers the information they're looking for. Ads with high Quality Scores often achieve better positions on SERPs and lower keyword costs-per-click (CPCs). Therefore, it’s worth your while to optimize your campaigns to make Google happy.
But how do you increase your Quality Score? Here are a few tips:
Keyword Relevancy
Keywords are the foundation of every ad campaign, and they should be separated into ad groups based on how similar they are to each other. For example, a clothing store might have an ad group for dresses that targets keywords like “women’s dresses,” “summer dresses,” and “strapless dresses.” Your paid keywords should also be similar to those that are on the landing page and in your ads. This lets Google know that your content is relevant to the queries you’re targeting.
To improve your Quality Score, consider these additional tips:
- Use Multiple Ad Groups: Break up your PPC advertising into multiple ad groups so you can focus each one on specific keywords that are most relevant to those searches.
- Choose Related Keywords: Target keywords that correlate with your landing page and the theme of your PPC advertising. This ensures clicks are more likely to convert, which boosts your Quality Score.
Ad Copy
Your ad copy should be rich with keywords from each respective ad group. The more keywords you include in your ads that also appear on your landing pages and in your ad groups, the higher Google will rate your Quality Score. Remember, the search engine examines all of your ad copy and related messaging to ensure you’re providing a relevant, user-friendly experience for searchers.
Here’s how to make your ad copy even more effective:
- Implement Keywords in Your Ad Copy: Relevance is vital. Including main keywords in your ad copy not only aligns with Google’s expectations but also increases the chances of your ad resonating with users.
- Make Your Descriptions Alluring: Boost your click-through rate (CTR) by composing appealing descriptions that users can’t resist. Try promoting special offers, incorporating a strong call to action, or calling out your target audience directly (e.g., "ideal for small business owners").
Landing Page Experience
Like your ad copy, landing pages should contain keywords and content that's relevant to what's being targeted within Google Ads. This ensures that when users click through your ads and end up on your webpages, they’re getting exactly what they were looking for. The more specific the landing page is, the better your Quality Score will be.
To ensure your landing pages contribute positively to your Quality Score:
- Spend Time on Your Landing Page: A third of your Quality Score depends on the landing page experience. Create a distinct landing page for each ad group to provide users with a cohesive experience that matches their search intent.
The Bottom Line
If you want your Google search ads to appear in top positions, it’s crucial to keep your Quality Score in mind. It’s not just about writing compelling copy – your messaging needs to align with your keywords and meet your audience’s needs, from the headlines that catch their eye to the pages they land on when they click through.
Need to boost your Quality Score on Google Ads? Zero Gravity Marketing is here to help. Contact us today to get in touch with our Pay-Per-Click experts!
About the Author
Tyler Bishop
