To get a good return on investment from your Google AdWords campaign you need a good Quality Score. Here we look at what it is, why it is important, and how you can improve it.
What Is Quality Score?
When Google looks at your campaign it looks at it in the round. That means more than just the price you are willing to pay. Instead, it looks at the keywords you have chosen, the text of your ad, the landing page of the campaign, and the historical performance of your ads.
Google’s assessment results in a Quality Score. If it thinks your ad meets the needs of searchers, it will give you a good Quality Score.Image source: http://www.wordstream.com/quality-score
Why Is Quality Score Important?
A high Quality Score results in two practical outcomes:
1. Your ad will appear in a better position on search result pages. For a competitive keyword that can mean appearing on page 1 instead of page 3. A better position in search results gives you the opportunity to outrank your competitors. Plus, the top positions get more clicks.
2. The cost per click for your campaign will be lower. Google AdWords is an auction where you place a bid, but it is not a simple auction where the highest bid wins. Instead, it is a complex calculation that factors in the bid value and the Quality Score. A good Quality Score will mean you will pay less for each click, even though you appear in a good position.
So, a good Quality Score means you will get more clicks, and the cost for each of those clicks will be lower, but there is something even more beneficial to having a good Quality Score – improved conversion rates. Improved conversion rates result in a better return on your investment, so it is something that will mean more to your business than lots of clicks at low prices.
How Do You Improve Quality Score?
Nobody outside Google really knows how Quality Score is calculated, but there are things that you can do to make improvements:
- Keyword research – find the right keywords, including long-tail keywords that will generate highly targeted traffic. Don’t just focus on the single-word, high-volume search terms.
- Split your campaigns – split your campaigns (ad copy, keywords, and landing pages) so that you can target more specific audiences
- Optimise the ad copy – make the ad copy as relevant and specific as possible. Make sure you include a call to action.
- Don’t link to your homepage – don’t send potential customers to the homepage of your website. Instead, send them to a landing page that is relevant to the ad.
- Optimise your landing page – make sure your landing page includes the right keywords, and that it meets the needs of the people visiting it
- Optimise negative keywords – these are keywords that might be included in your campaign, but are not really relevant to your ad or landing page. Find these and add them to your campaign.
When considering Quality Scores, Google thinks about user experience. If you do the same, you will get a better score.