What is Quality Score & why does it matter?

Quality Score is a metric Google created to measure the quality & relevance of your ads. It is used to determine your Cost-Per-Click, along with the position of your ad on the Search Engine Results Page (SERP).

Quality Score is made up from three components;

  • Expected CTR: How likely a user is to click on your ad.
  • Landing page experience: How relevant your landing page is, in comparison to the ad.
  • Ad Relevance: How relevant your ad is to a keyword or a user’s search query.

AdWords takes this data and assigns a score from 1 to 10, to your ad. 1 being the worst and 10 being the best it can be.

Put simply; Google uses quality score to make sure that its users are constantly receiving relevant information. As advertisers, we can also use this to our advantage. By having a high quality score, not only are we decreasing our ad spend but we are only appearing on relevant searches. The more relevant your ad/landing page, the more likely the user is to convert/need your services.

Increasing Quality Score

Ideally, you want the highest quality score possible and although not guaranteed, there are a few things you can consider to help improve your score.

  • Organised Account Structure: By having your ad groups and campaigns arranged into tightly-knit themes, it will provide accuracy within your ads.
  • Landing Pages: By having a good-looking landing page that is also relevant to your ad/keywords, you are improving user experience. The more relevant and easy to use your website is, the more likely users are going to stay. This also will decrease your bounce rate.
  • Keyword Optimisation: Make sure all keywords are relevant to their ad groups, while still looking for new ones that are more accurate.
  • Adding Negative Keywords: Constantly monitor the search terms report to keep track of the keywords your ads appearing for. Negate irrelevant keywords to avoid irrelevant clicks.

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Search Team | Distract

Distract’s Search team use their industry expertise to not only get value for money for clients, but deliver in terms of highly-targeted and converting campaigns too. Their combination of SEO knowledge and analytical skills raise them above the competition.

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