29 Aug 2023
Google accounts for more than 85% of global desktop search traffic and receives billions of searches per day. In 2021, Google Ads generated $ 209.49 billion in income, the bulk of which came from search advertising.
Google Ads is a highly competitive market, and Google employs an auction method to determine which ads to display. When a search query contains a keyword with several bidders, Google Ads conducts an auction to determine which ads are qualified to be displayed for that keyword and their ad positions. Only ads that fulfill basic quality standards will be displayed for a relevant search phrase.
With so much competition, how can advertisers enhance their Google Ads performance? In this blog article, we will discuss the significance of Quality Scores in Google Ads auctions.
What is Quality Score?
Quality Score is a rating system that Google uses to measure the quality of your ads in relation to other advertisers. Basically, it helps make sure that the most relevant ads show up higher in search results. It takes into account how closely your ad relates to the search term, the likelihood that people will click on your ad when it appears, and the overall user experience on your landing page. Each keyword in your account gets a Quality Score on a scale from 1 (poor) to 10 (amazing). You can see the score for each keyword in the keyword table.
Why is Quality Score important?
The Quality Score is an important factor in the success of your PPC (pay-per-click) campaigns. Here is how it impacts your Google Ad campaigns:
● Whether your ads are visible - Quality Score decides whether your advertising is eligible to appear in search results at all.
● Your ad position - One of the key elements used to decide your ad position or Ad Rank on search results is Quality Score.
● Your Cost Per Click (CPC) – The real cost per click (CPC) you pay for your advertisements is determined by your Quality Score. Ads with a higher Quality Score pay a lower CPC, whereas ads with a lower Quality Score pay a higher CPC, which may be close to their maximum CPC.
● Whether or not ad extensions are displayed — Advertisements must have a high-quality Score in order for ad extensions to be displayed alongside the ads. Ad extensions, which might include phone extensions, location extensions, and site connections, provide more commercial information. Ad extensions aid in increasing clickthrough rates (CTR).
● Performance of your Ads — Greater quality advertising and landing pages yield higher CTRs, conversion rates, and bounce rates.
● How frequently your advertising is shown — A good quality Ad is more likely to be shown with higher frequencies.
5 strategies to improve the quality score of your Google Ads
Regularly review the Quality Score of your Ad keywords
The best digital marketing companies in Bangalore suggest that to start checking the Quality Score of your keywords regularly. You'll see the Quality Score for each keyword, as well as scores for projected CTR, landing page relevancy, and ad relevance.
If you receive an "Average" or "Below Average" grade on any of these components, use the advice provided below to improve your optimization. A "-" in the Quality Score columns indicates that there aren't enough clicks and impressions for that keyword to determine the values.
Choose relevant keywords
Choosing the correct keywords for each search query is critical for Google Ads' performance. You must choose appropriate keywords that are specific to the advertising and reflect the aim of the search inquiry. Use Google Ads' Keyword Planner tool to select specific keywords based on search volume and competitiveness.
Don't use generic keywords because they will cause your ad to appear for irrelevant queries, wasting your ad spend. For example, if you sell natural dog food, use the keyword "natural dog food" rather than the generic keyword "dogs" in your ad. Long-tail keywords can also be used to target specific search queries.
Create campaigns that contain precise keywords
Using precise keywords in ads helps to boost ad relevancy and projected CTR. In your ad copy, especially the headlines, use the keywords from the previous phase to demonstrate that the ad is directly relevant to the search query and fulfills search intent. Dynamic keyword insertion allows you to update advertising with keywords from successful ads in your ad group.
You may also include additional headlines and descriptions. Responsive search ads, which are currently the default ad format in Google Ads, allow you to provide up to 15 headlines and four descriptions, which are then combined into numerous ad combinations using machine learning. Make at least ten headlines and multiple descriptions so that there are more ad choices to show, and make sure they are all distinctive.
Include negative keywords in your Ads
To create a concentrated Google Ads PPC campaign on your target clients, you must filter search phrases that aren't related to your campaign. As per a top digital marketing consultancy in Bangalore, negative keywords boost ad relevancy by ensuring that your advertisements are only triggered for the terms you want to target and displayed for relevant search queries. They also limit undesired clicks on your ads, reducing wasted ad expenditure and increasing ROI.
You should omit search terms for things that you do not sell when creating a negative keyword list. However, it is critical to choose negative keywords carefully and ensure that they do not overlap with the keywords you are targeting, as they will prohibit your advertisements from appearing for those searches.
Enhance the user experience on the landing page
The landing page associated with the ad must be relevant and consistent with the ad, as well as match any offers. It should include high-quality content, relevant pictures, and a powerful call to action. In addition, to give a fantastic user experience, your website should be mobile-friendly, fast-loading, and simple to navigate.
The top SEO agencies in Bangalore suggest that you let your visitors know how they can reach you. For this, make your business contact information easily accessible on the landing page itself. Include trust signals such as industry citations and accolades.
Conclusion
To wrap it up, it's clear that Quality Score plays a crucial role in the competitive world of Google Ads. It helps determine which ads appear on Google search results, how often they appear, and what their ranking will be. It also impacts how much you pay for clicks on your ads.
By focusing on improving the three components of Quality Score – relevance, expected click-through rate, and landing page experience – you can boost your ad quality and performance, lower your cost-per-click, boost your ad position, and more effectively reach your target audience on Google. All of this will help you compete effectively with other advertisers and better achieve your goals on the platform.
P.S.: Are you running a small business or starting your brand? You might need a more specialized and professional PPC agency like Digistart.
Digistart is the best digital marketing company in Bangalore that provides the complete package of of marketing and conversion services, including social media marketing services, content marketing, lead generation services, and ORM services in Bangalore.
