Continued Conversations: Improving Your Google Quality Score
The Google Quality Score is an estimation of how relevant your ads, keywords, and landing page are to the keyword you’re targeting as well as the people who are viewing your content, where your ad is going to be located on the page, as well as how much Google is going to charge you for your ad location. Here, we take a close look at Quality Scores and discuss how to improve yours.
Highs and Lows: Quality Score Basics
Quality scores determine your first page bid, if you are in a good position, if your ad appears in the “shaded” location above the organic listings, if your site links show, if Dynamic Keyword Insertion (DKI) works for you, and if you appear on specific display network sites (and what your positions are on those sites).
10 Ways Quality Scores Are Determined
1. Click through rate (CTR):
How often your ad was clicked as compared to how much it was shown.
2. Display URLs past CTR:
How often your display URL was clicked.
3. Relative CTR:
Where your CTR ranks against the competition.
4. Account History:
Cumulative ad and keyword CTR for your account. The more high quality history, the more you prove your worth to Google over time.
5. Landing Page Quality:
Relevancy, targeted nature, and ease of navigating your page. If you are selling men’s shoes, Google expects to see men’s shoes on your landing page.
6. Keyword/Ad Relevance:
Relevancy of your keyword to ads. Is the keyword you are buying in your ad copy?
7. Keyword/Search Relevance:
Relevancy of your keyword to searches.
8. Geographic Performance:
Account success in targeted regions.
9. Ad/Site Performance:
Measured success of your ad on targeted sites.
10. Targeted Devices:
Measured success of different targeted devices (laptops, mobile devices, tablets, etc.) Different devices bring different results.
High Quality Scores
High quality scores (seven to ten) result when Google thinks that your ads, keywords, and landing page are useful to viewers, as well as highly relevant to the keywords you’re purchasing. High quality scores lower your click costs and rank higher.
Low Quality Scores
Low quality scores (one to five) happen when those same sources are deemed non targeted or irrelevant to viewers. Advertisers with low quality scores pay more.
Choose your Keywords Wisely!
Keywords are essential to your quality score. They should be specific and relevant terms that entice your targeted audience(s) to reach your site.
Here are some effective ways to use keywords to your benefit:
1. Keyword Choice: Two or three keywords are usually most effective. Be sure to use phrases that relate directly to your ad theme and landing page. The more relevant and direct, the better.
2. Group Similar Keywords Together: Group keywords together into specific themes based on products, services, or other categories. Then you are able to create specific ads for each grouping.
3. Select The Right Amount: Five to twenty keywords per ad group is most optimal.