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.