The best way to generate revenue for your business from day 1 is by using pay per click (PPC) advertising. Your ad campaigns will get you paid each time someone clicks on them to visit your site. If you are considering PPC, then the best place to start is the biggest platform, Google Ads.
Because there is so much opportunity, there is also that much competition. If you aren’t sure of what you are doing, you may lose lots of money. But, if you start to develop your skills for advertising, then you can make lots of profit with PPC even in the first phase.
One of the biggest keys to a successful Google Ads campaign is understanding your quality score and making it as high as you can.
Our team has compiled a helpful list of tips to raise your Google Ads quality score.
Why is having a high Google Ads quality score so important?
Before we jump into the tactics to help you improve your quality score, it’s important to understand why it is important in the first place. If you don’t know why a good score is crucial, you won’t be investing enough in it, and that is a huge mistake.
Anytime a person searches a specific term in Google, some ads may show above and to the side of the search results. These ads will only be shown if advertisers are interested in bidding on the phrase or word in the search term.
Ads are put in order based on their ad rank, which is important in all aspects of PPC campaigns. This is composed of two factors: how much you bid and your quality score.
The quality score points to how useful your page for the person searching a specific term, so basically, ad relevance. Depending on the specific keyword being searched, your landing page is going to receive an individual quality score for every keyword in your campaign. Usually, they are around one specific number (1 to 10), but sometimes you may see a variation in the scores. These scores affect many things in your campaign, so you must work to keep them high.
#1 – Quality score affects your CPC
Because ad rank is determined by a specific formula that involves multiplying the quality score by CPC, that means you can only decrease your CPC by improving your quality score.
A page with higher landing page quality will shop up higher on the ad spots, and these have a higher click-through rate along with an overall lower cost. The ads in the higher group have better quality scores than those campaigns that are in the ad group on the right part of the search engine.
If you want to drive traffic to a bad landing page with a high bounce rate, you will need to pay much more per click. This also applies to the opposite.
#2 – You can get lower bid estimates
Once you set up an advertising campaign on Google Ads, you will start to get bid estimates. These are the amounts that Google itself recommends to bid if you want to appear in the top ad spots when a relevant phrase is searched. It isn’t always super accurate, since there are a bunch of factors that go into when an ad campaign appears, but it’s a good guide. If you have a consistently good quality score, Google will factor this into your bid estimates. That means you will be able to set an accurate maximum bid right from the start.
#3 – A higher quality score means a better ad position
This is directly connected to the first reason, so we won’t get too detailed.
Once you start to improve the quality score during an advertising campaign, you will notice that your average ad rank starts to gradually
improve as well.
This is because of the ad rank formula. The higher your quality score is, the better your ad rank becomes.
#4 - Many extensions require high-quality scores
A great way to get a better click-through rate on your ads is by using ad extensions.
These are features that will make your ad campaign stand out to a potential customer, and will generate a higher CTR.
There are some common extensions:
- Business contact info
- Star ratings
- Sitelinks (links to different parts of your site)
Some of these are automatically added by Google, but some have to be set up by you. In order for these extensions to appear, you need a high enough quality score and ad rank. If your score is very low, it will be difficult to get them to show, since your ad rank will also be low. You are going to have to pay tons per click, and it isn’t going to be worth it.
How to increase your ad quality score
Step #1: Know what a quality score really means
So, now that you know the basics of a quality score is, let’s get a little more advanced. To fully understand how your quality score will be calculated, you first must understand the context of how it formed.
Quality score is always calculated on exact match keywords: When you start a campaign on Google Ads, you must make ad groups and then select keywords to target within them.
There are three types of keywords that you are able to specify:
- Exact – If you enter a keyword in square brackets (e.g. [digital marketing agencies]), your ad will only appear for that exact search.
- Phrase – If you enter a keyword in quotes (e.g., “digital marketing agencies”), your ad will show up for any search that contains the phrase (like “best digital marketing agencies”)
- Broad – If you just enter a keyword (e.g., digital marketing agency), your ad will appear for any search with those words in any order, including any synonyms (like marketing agencies for digital companies)
You will usually want to start off with exact keywords to make sure your ads are relevant. That’s how you will be able to cut down on showing up for unprofitable and irrelevant searches. If the search volume seems too low, you can also use the phrase match. It’s important to note that your quality score will only be based on how well your ad is performing for exact match keywords.
Quality score is calculated by keywords: When you start running your campaign, you will see that there is a column section in the keywords reports for your keyword quality score. You will notice that the same ad group can get different quality scores for each keyword.
To calculate your score, Google will look at a number of things, including how other advertiser’s ads are performing.
Google won’t just look at isolated factors, since they change based on the keywords. For example, keywords with buying intent may have a higher CTR than other keywords.
If your ad and landing page is performing better than other advertisers, your quality score is going be higher than the rest, and the opposite also applies.
Quality score is calculated by your account: Lastly, Google also factors in the performance of your ad campaigns and currents ads too. If you are consistently creating good advertising campaigns, Google will know that. You will get the benefit of the doubt, so they will be assuming that your next one will also be great. You will also have an easier time getting a high-quality score.
Step #2: Factors that may tell Google that your ad is good
Google bases their perception of quality on how they think the searcher experience will be. The highest quality search will leave people completely satisfied and make it easy to find results. This is based on specific metrics, such as the click-through rate of your ad.
So, if many people are clicking on your ad, then they are finding it relevant and interesting. A good CTR is going to raise your quality score.
CTR Factor 1 – The headline: The one thing that stands out most in an ad is the headline. If you mess up the headline, it won’t matter how great the rest of the ad is. You won’t be getting a good CTR or building a high bounce rate. Remember, you only have 25 characters to convert a viewer to a customer, so you have to make it count. A rule of thumb is to include the keywords in your headline. Then, you will have used up 50-75% of your characters already. Use the rest of the words to make a good offer or statement to attract clicks and increase conversion rates.
CTR Factor 2 – The description: Another major aspect of your ad that will impact your CTR is your description of the ad text.
Your headline is going to attract attention, but sometimes searchers will need some extra convincing in order to click.
To create a description that forms a high CTR, there are some different approaches that you should try:
- List features and benefits
- Point out your potential customer (e.g., “perfect for new businesses”)
- Add a call to action (e.g., “call us today for an appointment”)
For this step, try to test out different types of descriptions in the ad to see which works best. But in the end, it comes down to fully knowing your potential customers.
In general, features usually perform worse than benefits. This is because most people are more interested in the results they will get from the product rather than the technical aspects. Although, if your customers are more professional and sophisticated, you should opt for listing the features instead.
CTR Factor 3 – The keyword targeting: Lastly, your CTR will also be heavily impacted by specific keywords you are going to be targeting from searches.
Researchers will be looking for their specific keywords, so you must include these in each main section (headline and description).
On top of that, stay away from comparing CTRs of different keywords, as this is just going to stress you out for no reason. You shouldn’t be wondering why the CTR for certain keywords is lower than the rest. It may also be because that searchers of those keywords click more or less often.
For example, someone searching “buy dinner table” is likely to click on lots of results to see what’s out there. So, CTRs will be on the higher side for all advertisers, but so will the bounce rate.
But, if someone is searching for something with a smaller variety, they might be satisfied with only the first result. For example, someone looking up “emergency repairman” won’t too worried about comparing various services; they just need the fastest one they can get. So, they may pick the ad campaign with the highest quality score along with ad rank.
If you have a high-quality score, but a lower CTR, don’t fret too much. This only means that your CTR is better than all the competing advertisers for the specific keyword.
Hire a professional internet marketing company to help you conduct keyword research for your business.
If you’re going to try out using Google Ads, which we think is a great way to generate traction and diversify your sources of traffic, you must focus on getting a high-quality score.
This is essential to generating cheaper traffic, but also usually goes along with great keyword targeting and well-made landing pages. So, this leads to the most profitable campaigns, also having a good quality score. While these two steps may seem not enough, they truly are. A lot of work goes into doing these two steps well, so you must be ready to invest your time and energy.
At first, it isn’t going to be easy, and you will surely get frustrated at how the system works, but it truly is worth continuing until you reach your goals. If you have any issues concerning raising your quality score, you can contact our professional digital marketing team for expert help.