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 appear 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:
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 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.
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.
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.
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.