Tips on How to Raise Your Google Quality Score
1. Improve CTR: As the most important factor in Quality Score, CTR should receive the most attention. Four simple adjustments can improve CTRs and drive up Quality Score:
- Keyword negatives: Continually add new negatives to eliminate unwanted queries. Run your search query reports weekly to identify opportunities and reach beyond eliminating bad clicks. Look to eliminate irrelevant high-impression terms that can drive down CTR.
- Match type breakout: Segment keywords by match types and separate match types by campaign or ad group. This will further group not only like terms, but like match types, increasing CTR on better-performing exact match groups. In addition, shy away from broad match and focus on broad match modifiers to improve CTR.
- Site links: Add site links to all campaigns and use ad group site links when possible to deliver more relevant site links. Traditional site links may increase CTR by 15 percent, and enhanced site links may increase CTR by 20 percent.
- Targeting: Eliminate poor-performing targets for greater CTR by using all the targeting options available, including geo-targeting, ad scheduling and bid modifiers.
2. Landing pages: Since Google crawls landing pages to determine how relevant they are to each keyword, picking the most relevant, granular landing pages possible is imperative. When possible, regularly adjust content on landing pages and/or create specific paid search landing pages that align with keywords to improve Quality Score.
3. Build quality history: Set up every campaign the right way every time and manage each and every campaign on regular basis. That's the only way to build the account history Google seeks to reward with high Quality Scores. This is where discipline comes into play; if you can't execute a campaign the right way, than maybe that campaign shouldn't launch.
Overall, never forget your lessons from paid search 101. Dedication to SEM best practices always will lead to higher Quality Scores. In short, create a logical campaign structure, craft tight ad groups with similar-themed keyword clusters, develop granular ad copy using keyword themes within copy, and, most importantly, continually test and tweak, tweak, tweak.