People who run Google Ads must remember one thing: if you want to run a search ad well, you must adjust the quality score high.
Today I will lead you to learn more about Quality Score: What and How.
What is Quality Score?
Quality Score, or Quality Score, is a keyword-level indicator in search ads that can help advertisers get a general idea of ad quality.
Principle: Google Ads makes a comprehensive evaluation of the overall performance of keywords in historical advertising auctions (obtained click-through rate, user experience data, etc.), and then gives each keyword a quality score, with a low score of 1 and a high score of 10 . However, if a keyword doesn’t get enough impressions or clicks, it will show an empty Quality Score (shown as “—” in the table).
Why it matters: In general, the higher your Quality Score, the higher your ad position at a lower price, resulting in a higher ROI.
For example: For keyword A, a competitor bids $3, has a quality score of 3, and its ad rating score is 33=9; you bid $1, has a quality score of 10, and its ad rating score is 110=10, because 10>9 , so even if you spend less than half of your competitor, your actual ad position is higher than his.
Three factors determine Quality Score:
· Ad relevance (keyword relevance to tagline and landing page)
· Landing page experience (how relevant and useful your landing page is to someone who clicks on your ad)
· Expected click-through rate (the likelihood that the ad will be clicked by the user after being shown)
As shown above, the Google Ads background can see the quality score of each keyword and the data of its three major influencing factors.
If not, don’t worry, just click the “column” at the arrow in the picture above to add it!
How to improve quality score?
The improvement and optimization of quality score requires us to learn to see the essence through the phenomenon, find out the cause, and prescribe the right medicine.
First of all, the quality score ranges from 1 to 10 points. Keywords with a score of less than 5 are considered to be critically ill patients and require key diagnosis and treatment; keywords with a score of less than 10 have room for optimization and need to make persistent efforts.
How to find the cause?
——Check the three major factors that affect Quality Score one by one—ad relevance, landing page experience, and expected click-through rate.
Indicators are not “above average”, there are problems, and further “treatment” is needed.
How to treat it?
① Advertisement relevance:
For keywords with “below average” ad relevance, you can do this:
· Incorporate keywords into slogans and landing pages
· Create new ad groups and slogans for some keywords with low ad relevance
· Prevent your ad from appearing on queries it shouldn’t be by adding negative keywords
② Landing page experience:
For keywords with “below average” landing page experience, you need to:
· Check the accuracy of keywords: Is the keyword highly relevant to your landing page? Are you providing what users are looking for? If you are not sure, it doesn’t matter, open the top three pages of Google’s natural search results for keywords, and see that your pages are not much different from theirs. Of course, you can also go to Google Analytics to see the user experience data of each keyword. Keywords with many clicks but poor data are probably not accurate enough.
· Check the completeness of products: For OEM/ODM friends, if the product categories on the landing page are complete, users will know at a glance which products you can make; for retail friends, if your product categories are complete , There are many choices, and users will also be interested in browsing and choosing.
· Check the form and contact information: the user wants to send you an inquiry, but can’t find the inquiry and chat entry? ? I believe that you will not make such a low-level mistake~
· Check the speed: use Google pagespeed insightsz or GTmetrix to detect the website loading speed, if the speed is too slow, optimize it quickly
· Check the quality of the landing page content and images: Even if the advertising language is written in a hype, users will find that the landing page content has grammatical errors, punctuation abuse, confusing expressions, and unclear images as soon as users come in. This will not retain users
· Check mobile-friendliness: Knowing that mobile traffic is huge, but the website is not mobile-friendly, what do you think?
· Use HTTPS to keep your website secure: Regardless of the content of your website, use HTTPS to keep your users’ connections secure.
③ Expected click-through rate
For keywords with “below average” expected CTRs, you need to:
· Check the average position of the ad: Google officially says that the expected click-through rate they give has excluded the role of the position of the ad, but experience tells me this is a lie! With the same tagline and landing page, I increased the price, the average position went up, and so did my expected CTR. Therefore, if the expected click-through rate is low, remember to look at the average ranking, and it is best to rank first or second.
· Check the advertising language copy: you must have a good-looking skin before someone will discover your interesting soul. Here we must emphasize the writing of advertising language! On the basis of clearly introducing the product or service, is the advertising copy attractive? Does it hit the user’s pain point? Does it have a certain call to action? If not, why do users click on your ad?
· Check the click-through rate of the slogan: It is recommended to rewrite the slogan with a low click-through rate (< 1.5%). When writing, you can read more copywriting from competitors and existing copywriting with a higher click-through rate, and you will always find some advantages. Let it flourish. In addition, it is recommended to write three different slogans for an ad group, and it is recommended to use more additional information to make the slogan more detailed and vivid.
· Keyword Insertion: Users are more likely to click on ads that contain their search terms, so you may consider using Dynamic Keyword Insertion (DKI) to increase your click-through rate.
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