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How to Improve Your Quality Score for Google Ads

If you want to master Google Ads and get the most out of your PPC ad spend, you need more than a cursory understanding of Quality Score, what it is, and how it can be optimized to your advantage. If you’re still in the dark on this topic, now’s the time to dig in and get educated.


What is a Quality Score?

“Quality Score” is the term Google uses to describe its rating of the quality and relevance of your keywords + PPC ads. It’s one of the key factors used in determining your cost per click (CPC).

Your Quality Score gets multiplied by your maximum bid to determine your ad rank. The higher your score, the more likely it is that your ad will be served.

Your Quality Score is based on a blend of factors, including:

  • Your click-through rate (CTR)
  • Keyword relevance (within its ad group)
  • Relevance of the ad text
  • Landing page relevance and quality
  • Historical Google Ads account performance

“These are the core Quality Score components,” WordStream explains. “No one outside of Google knows exactly how much each factor ‘weighs’ in the Quality Score algorithm, but we do know that click-through rate is the most important component. When more people who see your ad click it, that’s a strong indication to Google that your ads are relevant and helpful to users.”

Two things happen when you have a healthy Quality Score: (1) higher ad rankings and (2) lower costs. In other words, a higher score gives you a better ROI.

You can think of Quality Score like a credit score. Just like a better credit score gives you access to lower interest rates, a superior Quality Score gives you friendlier CPC discounts. Here’s a rough estimate of the impact

Score: 10 = discounted by 50 percent

Score: 9 = discounted by 44 percent

Score: 8 = discounted by 37 percent

Score: 7 = discounted by 28 percent

Score: 6 = discounted by 16 percent

Score: 5 = Google Benchmark

Score: 10 = increased by 25 percent

Score: 10 = increased by 67 percent

Score: 10 = increased by 150 percent

Score: 10 = increased by 400 percent

In other words, a small increase in your score can produce significant savings (particularly if you’re a very active advertiser).

4 Tips for Improving Your Quality Score

Improving your Quality Score takes work, but it’s certainly possible. Your best bet is to focus on small improvements in the following areas:

1.Keyword Research

Keyword relevance is a big deal. Not only does it impact your ability to drive targeted traffic to your landing pages, but it plays a significant role in your Quality Score.

In addition to researching the right keywords (including long-tail search terms), you should add negative keywords that are irrelevant to your campaigns. By creating a long list of negative search terms, you preserve your budget and Quality Score.

2.Ad Text

Avoid general ad text that can be used across a number of different ads. You want the copy for each PPC ad to be specifically targeted to that ad and ad group. This is one of the best ways to improve your score. Keep it simple, but make sure it speaks to your target customer. Remember that there are riches in niches! Don’t worry about excluding people who are unlikely to buy from you in the first place. Get focused.

3.Bidding Strategy

Make sure you’re taking advantage of Google’s smart bidding strategies that use precise, targeted auctions to help you reach the right people at the right price.

Work on really refining your bid strategy so that you’re able to stretch your budget further. A PPC ad agency can help you develop the right strategy for your campaign.

4.Landing Page optimization

Google wants to see a direct correlation between your ad and the landing page. For example, if your ad is selling dog food but your landing page is advertising a dog sitting service, your bounce rate will be high. Google will notice and dock you for that.

Give Your Quality Score a Boost

It might seem like a small factor, but your Quality Score has a far greater impact on your ad spend, traffic generation, and overall revenue than you realize. By looking for ways to incrementally improve your score, you can take your business to the next level.