Understanding Google AdWords Quality Score

Orlando Marketing Agency - PPC Marketing Tips For Success

The Quality Score formula is one of the most misunderstood ideas when it comes to Google AdWords. This post aims to clarify what a Quality Score is and how it influences your campaign and what elements are taken into account to calculate your Quality Score and whether you need an "Excellent" or "Good" Quality Score.

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The Quality Score is a system AdWords uses to determine how relevant your keywords and ad content are to search queries. It is assigned at the keyword level; However, it can also affect the overall performance of your ad group and campaign.

Quality ratings are important since they influence your Ad Rank, which is a score that Google assigns to each keyword. The following factors may impact quality: This means that an ad with an "excellent" Quality Score will pay less than an ad with a "poor" Quality Score to rank in a comparable position. Additionally, an "excellent" Quality Score will generally have a lower minimum CPC bid than an ad with a "poor" score. This could be the difference between bidding $5 per click and $0.05 per click in real terms.

Let's look at what a Quality Score is and why it's significant, as well as the elements that make up a Quality Score and how to raise your campaign's quality score. This list is based on Brad Geddes' excellent PPC marketing research. This essay aims to assist individuals in their careers by providing them with some further recommendations.

Before you begin, you can view the Quality Score column in your AdWords account by clicking the "Customize Column" button at the top of your keyword list. JustFred posted a Youmoz on this, which included some pictures.

1. Ad group structure The first problem I notice with poorly performing AdWords accounts is poor ad group structure. What usually happens is that the person responsible for creating the campaign gets a long list of keywords from a tool like the Adwords Keyword Suggestion Tool and puts them all in one or two ad groups. I'll admit that in my first AdWords account, I did exactly that.

How do I set up an ad group correctly? By theme, your keywords should be closely grouped. It's preferable to have 100 ad groups with 10 keywords each than 10 ad groups with 100 keywords each. Why?

The Reasoning: Since you can concentrate similar themes in smaller ad groups, which improves the Quality Score, why not try it? Alright, here's an example of how this works in practice. I operate a web fruit and vegetable store.

A terrible ad group would look like this:

Ad Group Produce Apples, Oranges, Mandarins, Carrots, Peas and, Corns.

Let's take a look at what a highly optimized version would look like:

Ad Group: Apples Red Apples Green Apples Fresh Apples Apples Buy Apples

One question I ask myself when setting up ad groups is: Is it possible to break down keywords into smaller, more relevant categories? We began with a combination of fruit and vegetable-related keywords in the example above. I could split them into keywords related to fruits in one ad group and vegetables in another ad group; However, as you have seen, we can further break them down into different fruit/vegetable ad groups.

Grouping your keywords by topic allows you to write more targeted and relevant ads, which brings me to my next Quality Score factor.

1. Advertisement copy

Now that you have small, targeted ad groups, you can write ads that specifically address a user's query. Writing ads is both an art and a science, and while there are some basic principles you should follow when creating an ad, you may find that your experience differs from the status quo.

My formula for writing ads is to include keywords in the ad text at least once and twice on average. In some cases, I even resorted to putting keywords three times in the ad text, but I consider that to be the upper limit and you have to start getting creative when you don't. It's only 130 characters per ad to achieve this. Let's take a look at what a good ad would look like for the fruit example above.

Buy Fresh Apples Fresh, Crispy Apples Shipped To Your Door. Eat Healthy Today!

www.example.com/apples/

Other aspects to consider while creating an ad include calls to action and product distinction. We've used the term three times in the example above; once in the title, once in the description line, and once in the display URL. The advantage of including keywords in ad text is that, like organic results, Google italicizes them if they match the search query, increasing visibility, and CTR.

You can't include all of the ad group keywords in your ad text, but if you've structured your ad group correctly, you'll be able to include the "main topic keyword"; In this case, apple. It was pointed out by Brad Geddes that the "dynamic listing" attribute of Google AdWords does not count as the inclusion of the keyword in the ad text, so you should include it in other parts of your ad.

The display URL is the final element to consider before proceeding with the following aspect. I used the url www.example.com/apples/ and this is partly an attempt to include keywords in the ad copy, I think from the perspective user expectations, when a user clicks on the ad, the resulting destination The URLs must match (Hint: remove any tracking code from the URL).

1. Landing Page

Google employs a bot to assess the relevance of your landing pages and add it to your Quality Score, just like with organic results. You should cease reading immediately and launch a landing page if you're sending PPC advertising to your homepage. If I search for apples the ad says you sell apples and I just click on the ad to be delivered to your normal fruit and vegetable homepage or I click the button to back to back and find someone who can direct me to my apple page. You just incur the cost of sales and clicks to yourself.

Back to Quality Score: What Makes a Good Landing Page? Now you have small ad groups that reflect a single theme, right? Well, your landing page should reflect the keywords and ad group theme. If the theme of my ad group is apples, the landing page should be about apples. What's next after you've created your theme? I propose that you follow the example of the great. If you follow Rand's strategic SEO tips along with other best practices on your landing page, you're 99% on the way. To see if Google agrees with your target theme, a great way to test your landing page is to use the AdWords Keyword Tool and enter your URL to see which keywords are returned.

Finally, one thing that has proven controversial with regards to landing pages is page load times. I myself haven't seen it play a big role in the quality score; However, this can come into play if your site is constantly offline or slow to load.

1. Google.com Click-Through Rate for Your Ads

It's important to clarify this factor: CTR is only measured on Google.com, not the Google.com search or content network.

It is also divided into the following factors:

a) All-time history vs. Latest history - Google places more emphasis on later history; However, the former still plays a role and so sometimes it is best to start from scratch.

b) CTR is dependent on the position of your ad - If you have an ad at position 5, you'll receive less clicks than if it were in first place. This is something that Google understands and considers when making decisions.

c) CTR Keyword Predicted - A vague term like apple has a diverse query intent and can be related to fruit or tech company. Google tries to predict whether a term will have a high, medium or low CTR.

Brad Geddes also points out that this is only based on exact match CTR, so the widest match results are not considered by Google. This is good news for people launching campaigns, as it is often beneficial to use broad matching to uncover keywords that you may have missed initially in your keyword research.

How do you increase your CTR? The best answer is to be relevant. If you have well-written ads that include keywords, are showing in the right market, and have a unique selling proposition (free shipping, affordable prices, etc.), you should have no problem.

1. Account Quality Score

The Account Quality Score is the sum of all your individual Quality Scores. what does this mean? If keywords are performing poorly in your account, it is best to get rid of them. However, this does not mean that they should be removed immediately.

When I have low-performing keywords, I like to separate them from the high-performing keywords in another ad group. I then have the opportunity to try different things, such as adjusting ad content, trying out different landing pages, and even bidding for higher or lower positions. You may find that a few small changes will make it profitable again and the good thing is that it gives you coverage if a potential customer enters that period.

This summarizes the top five factors behind the Quality Score in Google AdWords. In addition to the factors listed above, there are smaller external factors like IP targeting, search intent, and ad timing that, in my experience, you don't need to worry about if you address the five factors listed here. If you want to learn more about PPC and Quality Score, I recommend reading the following resources.