In our last blog, we talked about the importance of a good Quality Score for digital marketing campaigns.
To recap, a Quality Score is a Google Ads metric that provides an overall assessment of the quality of your ads, keywords and landing pages. It’s reported on a 1 to 10 scale, 10 being the best.
Quality Score plays a role in your ad’s position, and how much you pay per click. And in our view, it’s a better metric on which to focus versus cost per click (CPC). A better Quality Score will result in more sales, better organic traffic and better ad rankings at no extra cost. So, how do you improve this magic number? Here are 4 ways to improve your Quality Score.
Write better ads
As the name suggests, the quality of your ad plays a big role in your Quality Score. One of the biggest ways to improve the score is by improving the ad copy. Make sure your keywords are relevant and targeted. Make sure the ad text is relevant. Basically: write better ads.
People are bombarded with information all day every day, and nearly every website is filled with advertising. To make your ad stand out, focus tightly on one or two very specific products or services. Adding visual elements, like symbols and exclamation points, can help draw the eye. You want to clearly explain your product or service, but you don’t want to have too much text. (This is where a marketing professional’s input is invaluable to help you find that balance between eye-catching and over-the-top.)
Be intentional with your keywords and how ads are grouped
Targeted campaigns are more effective than a scattershot approach. Each group of ads should have its own relevant keywords. If not all of your ads fit with some of the keywords, break up the ads into smaller groups so you can really hone in on the group you want to reach. So, for instance, if you’re trying to sell pens, you might want to do several groups for the different kinds of pens you offer. Novelty pens, like a unicorn or a Christmas tree, attract a different audience than office pens, which attract a different audience than someone looking for a high-end engraved pen.
As for keywords, do your research so you know which ones are going to have the best reach. Make sure they are relevant to the product you’re trying to promote. (Ad Relevance is one of the biggest factors Google considers for your Quality Score.) Again, make your keywords match each of the groups you’re trying to target.
Improve the expected Click-Through Rate (CTR).
This ties in with keywords. Basically, Google tries to predict how likely people are to click on your ad when it shows up in a keyword search. If your ad text doesn’t immediately show the person searching why they should click on the ad -- they probably won’t. Let’s use pens again as an example. If someone searches for something like “unicorn pen,” and you have that in the keywords but the ad text that shows up in the search just says “Pens 50 percent off,” the person searching is likely to skip over your ad and go straight to the ad text that has “Unicorn Pens” somewhere in the ad text. It goes back to targeted ad copy, because it all ties together. You can also bid on brand terms, because branded keywords have high click-through rates.
Have a high-quality landing page
Chartbeat, an analytics database, estimates you have about 15 seconds to grab someone’s attention. If your landing page is confusing, glitchy or slow, it will take less than a minute for most people to give up, no matter how interested they were in your product. When people click on your ad, does it take them to a landing page that makes them want to stick around? If you’re selling something specific, does the ad take them directly to that product?
Another thing you can try is ad extensions, like Google ad extensions and Google sitelinks. These features make the ads more prominent at no extra cost to you. Keep in mind your past performance plays a role in your score, as well. (Kind of like your credit history.) So, the more you improve, the more momentum you’ll have to keep improving and expanding your digital marketing reach.
Have questions on how to improve your ad copy? Want to learn more about keywords? Give us a shout, we’d love to help!