The ultimate guide to quality score and how it impacts your campaigns
Do you want to generate more ROAS from your Google advertising campaigns? You need to have a full understanding of the Quality Score to launch an effective PPC campaign to promote your business online. So we are going to discuss in depth about the Quality Score and read how it can affect the performance of your PPC campaigns.
Search engine marketing is very popular these days because ads are displayed to the users based on the keywords aimed at the advertiser. In search engine results, there are only a few ad slots that appear in the ads along with the organic results.
Google gives advertisers a metric called quality score, as most advertisers bid on the exact or similar keywords they think their ads are topping. Additionally, it is used to determine the AD rank, which is responsible for displaying them in a specific location in the ad slot on the search engine result pages through an automated auction process.
Let me share with you what exactly this is.
What is Quality Score?
This is a metric used and provided by Google to advertisers on a scale of 1-10 to help them optimize their campaigns to get the best results. However, the score shown will not be used to calculate the ad ranking because it will change in real-time to affect your ad ranking in search results.
The quality score is calculated based on several factors
Click-Through Rate (CTR)
Ad groups, ad text, ance picture of keywords on landing page
Landing quality and .success
The historical performance of your Google Ad Account
CTR is considered the most important of them all, and there is no clear indication of how each factor "weighs" in Google's scores. Keep in mind that you should not make the mistake of confusing between ad rank and quality scores.
In fact, the ad rank is evaluated based on the quality score and other factors such as the CPC bid and is responsible for placing your ad when an ad goes through the auction process. Both are related to mathematics
Ad rank = maximum bid * quality score
So now that you know the difference between Ad Rank and Quality Scores, you may wonder why Google uses it. Assume that you use Google to search for something and find irrelevant ads on the page. How do you feel about this? You have a bad experience with anger, which helps you to use other search engines.
Keep in mind that Google earns most of its revenue through these ads. Particularly with pay-per-click ads, they only make money when they click on an ad, which only happens when the ads are related to the user's search. So when the relevant ads are only shown, they are clicked by the user and they make money from the advertiser.
Additionally, it provides a good experience for the search engine user. Even from an advertiser's point of view, this is an important metric that you can track so that you get more quality leads from your campaigns than random clicks that waste your advertising budget. Now I share with you how quality affects your PPC campaigns in detail.
How Quality Score Can Affect Your Campaigns Performance?
A good score is required to run a successful PPC campaign on Google and get great results from them. It affects many aspects of your campaigns
1. Ad Ranking:
The higher the score, the higher the ranking your ads have to compete with other advertisers' auctions.
2. Low advertising costs:
You should pay less per click before Google or any other search engine prioritizes ads that are relevant to more relevant clicks than most bids. So you can get the most revenue from your campaigns, cost per click or cost per click to help you spend on advertising.
If you are a PPC marketer with the goal of getting better results from your Google advertising campaigns, you should aim to get the best score possible. However, for any type of PPC advertiser, sometimes it is difficult to improve the score due to various factors of competitive advertising such as advertiser bidding.
Remember that this is a useful metric for you to understand how effective your campaigns are in reaching the right people. Focus on improving it by testing new things, such as headlines, keywords, etc., because you can get quality leads or more conversions from them.
Now before we discuss ways to improve your score, let me share with you the different types of scores you can find when organizing your advertising campaigns.
Types of Quality Scores:
1. Keyword Level Score: Keyword level scores can be viewed as 10 best and 1 lowest from the Google advertising interface. This will help you understand how relevant your keywords are to search queries regardless of the matched type.
Remember that you will only get the correct score after receiving a certain number of impressions for your ad, known as the impression threshold. Until then, the score depends on the historical performance of your Google Ad Account, and once you get enough impressions, it will help you understand how the keywords in your ads work.
2. Ad Group Level Score: The ad group level score helps you understand where you need to focus on improving it. Since different ads have different click-through rates, optimizing ads with lower CTR can help improve the score for the entire ad group. Even with low keyword-level scores, if your ad group score is high, you can research more about the keyword and improve it.
3. Landing Page Score: The landing page score is not a metric that can be found directly within the dashboard, but it does directly affect the keyword level score. It is determined by factors such as Acne image of the content of your ads on the landing page Navigation on the page User experience While these are important, there are many different types of scores, such as account level scores, display network scores, mobile scores, etc., which can be used for advertising, display advertising, mobile app promotion and more. So now you are thinking about how to improve your score? Let me share some ways to improve it.
How To Improve The Quality Score in Google Ads?
1. Effective Keyword Research: By doing keyword research correctly, you will be able to find relevant keywords that are different for your advertising campaign. This helps your ads reach the right audience so that your ads reach the right audience as a result of high CTR.
2. Consistent Usage of Keywords: Bidding on keywords and using both ad and landing page content is relevant to the user visiting the website where they click the ad. Improves your score.
3. Optimizing Landing Pages: Optimization of a landing page is essential if you are running an ad to generate leads or sales from the landing page. There are many aspects to customizing a landing page.
The use of similar keywords in advertising on landing pages makes it more relevant. Additionally, you need to make sure that similar offers are advertised on the advertising and landing page.
ii). Speed and Accountability:
It loads fast in a few seconds, so that even a slow Internet speed visitor can see your page. In addition, it should respond on different devices that happen from most mobile devices.
The layout of the landing page should be neat with a primary focus on the visitor taking specific action based on your business objective.
4. Negative Keywords: You waste your budget without adding negative keywords. Keep track of search queries and include irrelevant keywords or words as negative keywords so that you don't reach the wrong people with your ads.
Conclusion: Guide About Quality Score
You can have a high score with your PPC campaigns at Google. Although it is done by Google, the advertiser's focus on checking and improving it can definitely help your advertising costs reach the relevant audience. This is why it helps you get the best return on advertising revenue (ROAS) from your Google advertising campaigns.
If you are struggling to improve your quality score and are looking for a Google Advertising Specialist, please feel free. As an experienced Google advertising professional, I have helped many brands make millions from their campaigns, optimizing them with the best strategies.