Improving your Google Adwords Quality Score

Posted by luke on

Google Adwords is one of the most effective forms of digital advertising today. It allows business owners to advertise on Google’s results page based on selected keywords.

One of the things that you need to consider if you’re starting an Adwords campaign is what’s called your ‘Quality Score’. This number (between 1 and 10) is how Google determines how effective your pay-per-click ad is at responding to your customers needs. The better you are at meeting their needs (i.e. the higher your quality score) the less Google will charge you for a click.

Good Quality Scores save you money.

What Determines Your Quality Score?

Although no one aside from Google really knows to what degree certain factors will affect your score, all of the following come into play:

  • Your click-through rate (CTR).
  • The relevance of each keyword to its ad group.
  • Landing page quality and relevance.
  • The relevance of your ad text.
  • Your historical AdWords account performance.
  • Now, let’s get to improving that Quality Score!


Tip 1 - Keyword Research

You should be constantly updating your keyword list rather than sticking to one list for too long. This is because new keywords are becoming popular all the time, so what was being searched 600 times a month in January might not be searched as much in February. Google will reward campaigns that have relevant keywords associated to them. This means including both short and longtail keywords.

Tip 2 – Exclude Negative Keywords

Quality Score is ultimately a measure of relevance, which means you should also be excluding irrelevant things to your campaigns. In this case, it is irrelevant search terms. Doing this means that you don’t waste money on certain search times.

For example, let’s say that you’re a gardener in Perth. One word you might want to exclude is the word “jobs”. This is because if anyone were to search “gardening jobs Perth” without you excluding that search term, there is a strong chance that they may click your ad. This would cost you money for a click that you don’t want.

Remove negative keywords and you will increase your Quality Score and save yourself some money.

Tip 3 – Target Your Landing Pages

You should design your landing pages to include content that uses targeted keywords for each ad group. This helps to increase CTRs of your ad because if people click through to a landing page from an ad and the copy of the page is relevant to their search, they are more likely to take action and become a customer (an action that will increase your Quality Score).

Taking some steps to improve your Quality Score is one of the best things you can do in your digital marketing efforts – because it will improve your Adwords results and save you money!

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