Julian Solonoski
By Julian Solonoski | SEM | November 14, 2017

How To Increase Quality Score

It’s no secret that obtaining a high-quality score can have several benefits. Most notability, advertisers will see lower CPCs and better ad position. This helps drive more traffic to your site at a lower cost. Assuming your conversion rates stay consistent this also means that you will see more conversions at a lower cost. A win-win for any paid search account manager. In this blog post I will reveal a few ways to increase the quality score of each keyword in your account.

Increase quality score

Let’s start with a quick overview on what quality score is and how it is calculated. The definition Google gives quality score is as follows: “Quality score is an estimate of the quality of your ads, keywords and landing pages.” A scale from 1 to 10 measures quality score. The higher the number the better. With a quality score of 1, you will end up paying far more than an advertiser bidding on the same keyword with a quality score of 10.  Quality score is calculated based on the expected click through rate of your ad, ad relevance and landing page experience. Quality score is also a major component in determining your ad rank, along with your max CPC.

How to find your quality score

There are a couple ways to find the quality score of your keywords. Once you navigate to the keywords tab there will be a status column. To find your quality score hover over the speech bubble in the status column and your quality score will appear. You can see a breakdown of the score based on expected click through rate, ad relevance and landing page experience. The three ratings available are below average, average and above average. You can also easily add a quality score column for a quick glance. To do so click on columns > modify columns > quality score > add qual. score. To achieve a 10/10 quality score all three areas need to be rated above average. Sound like a daunting task? Do not fear! Next, I will dive into the three ways to increase your quality score.

How to increase expected click through rate

The first portion we are going to tackle is increasing expected click through rate on your ads. Expected click through rate can vary wildly from industry to industry or even keyword to keyword. Some keywords may need a double digit click through rate just to be considered average. While others may be above average with a sub 5% click through rate. Unfortunately, there is no real benchmark so you have to wait until the data comes in for your specific keywords.

There are two main ways to increase the expected click through rate and increase quality score. Make sure you are always A/B testing your ads and writing new ad copy. Some ad copy may resonate better with searchers which will result in more clicks and a higher click through rate. Once you’ve found ad copy that works, increasing bids will help increase expected click through rate. Increasing your bids will allow you to show up in a higher position on the search results page. In combination with good ad copy, ads that typically appear higher on the results page see a lift in click through rate. By using these two tips, you will see an above average expected click through rate in no time!

How to increase ad relevance

Improving ad relevance is the next step to increasing your quality score. Ad relevance measures how closely related your keyword is to your ad. There are a few ways you can make sure that you obtain an above average ad relevance. Single keyword ad groups will help you increase your ad relevance since you only have to worry about one keyword. Having more than one keyword in each ad group is a sure way to pay an inflated cost per click and experience a low quality score.

With that in mind, the next point should be obvious. Make sure you are using the keyword in the ad copy, preferably in headline one. Users are far more likely to click on your ad if what they are searching for shows up directly in the ad. This will also help increase the expected click through rate metric. A must for any advertiser looking to increase their quality score. Don’t forget to utilize the display URL. As an added bonus to ensure you get the highest ad relevance score possible, include the main keyword in the display URL. This is also extremely useful if your main keyword does not fit in headline one.

Increase landing page experience

How to improve landing page experience

Landing page experience is the final piece of the quality score puzzle. Landing page experience measures how well your website gives people who click your ads exactly what they are looking for, quickly and effortlessly. Having a relevant landing page is key to creating a positive landing page experience for the user. The landing page should be easy to navigate and have a clear defined call to action. This should go without saying, but the keyword should be the main focal point. If the keyword is not displayed on the landing page, or if users are sent to a general page, they are more likely to bounce leading to a lower landing page experience score.

Users should be able to easily navigate your site and be able to find what they are looking for. A disorganized and cluttered site will leave users feeling confused. More than half of all searches are done on mobile devices so your landing page needs to be mobile friendly. Your landing page will suffer if it is not mobile optimized. The final component to landing page experience is site speed. Users are likely to abandon your site if the page takes more than a few seconds to load. You can easily test your site speed with a handy tool created by Google.

Make sure to keep an eye on your quality score

Quality score is one of the most important metrics to track. Because of this, it is a great way to gauge the overall health of an AdWords account. A low quality score can potentially be costing you a ton of money and wasting spend. Obtaining a 10/10 quality score will help you achieve the best cost per click possible. Hopefully the tips listed above will help you increase the quality score for each of your keywords. If you are having trouble increasing your quality score, contact us today and find out how we can help!

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