7 Tips To Improve Your Google Ad "Quality Score"

If you are creating your own Google Ads already, or it’s your new years resolution to start then this is particularly relevant.  If you have someone else managing your Google Ads then you’ll probably still find this interesting and it will give you some background to ask questions of your ad manager.
 
Let’s start with an understanding of what “Quality Score” actually is and if this is relevant to you.
 
As with all of Google’s algorithms, there is no written publicly available formula but we do know that Google is all about creating the best experience for it’s users by producing the most relevant information to their search.
 
Good Google Ad account managers know that a good Quality Score will:

1. improve how often and where your ads appear, and
2. decrease your PPC – the amount you pay per click – reducing wasted spend

 
You can boost your Quality Score by working consistently on your account. This can be achieved by focusing on these key areas:
 
1. Keyword Research
- continually tweak your keywords by checking search terms, include 2 and 3 word phrases (called long-tail keywords) and adding negative keywords to prevent invalid/irrelevant clicks
 
2. Be Keyword Specific
- rather than have the same keywords over multiple campaigns, it’s more effective to use a tight group of keywords for specific campaigns
 
3. Test Different Ad Copy
- write more than one ad for each campaign and test which one works best with the goal of increasing your CTR – click through rate
- try dynamic keyword insertion or improving your ad copywriting techniques
 
4. Optimise The Landing Page
- spend time creating a page that is totally relevant to the ad content and message so that when someone clicks through they have a clear course of action
 
5. Use Ad Extensions
- having and reviewing ad extensions can increase your CTR by providing more information and calls to actions
 
6. Use the URL Extensions
- put your main keyword into the URL extension available
 
7. Include a clear CTA – call to action
- let people know how they can get what they’re looking for – CTA’s include purchase, call today, order, browse, sign up, get a free quote, download your free xxx
 
And of course – know your target audience
- everything about your marketing should always have your ideal audience top of mind so that your ad copy, keywords and call to action are all directed at them specifically
 
Good luck with your Google Ads in 2019 and of course, give me buzz if you would like some help achieving a better Quality Score this year.