5 Ways to Improve Your Google AdWords Quality Score
Your Google AdWords Quality Score is Google’s grade of your ad’s overall quality and usefulness. The system is designed to ensure that only the highest quality ads rise to the top, while weeding out those that are of poor quality, spammy or fraudulent. Your Quality Score affects your ad auction eligibility, cost per click, and ad positioning, so it is extremely important to earn and maintain a high score.
To arrive at the Quality Score, Google analyzes three key metrics: click-through rate, relevance, and landing page experience. All three are important, but by far the biggest factor in your Quality Score is your ad click-through rate so that’s where you should focus the majority of your time and effort. Here are five steps to help you continually boost your Quality Scores.
1. Create a Congruent Path
The most important step to a high Quality Score and effective advertising is to create a congruent path. By that I mean your ad copy and your landing page copy must precisely match the keyword searched. When this happens, your click-through rate will improve, your ad relevance score will improve, and you’ll create a better landing page experience. In other words, you’ll kill 3 birds with one stone!
2. Create Keyword Groupings
Organize your keywords by similar phrases, and then divide each group into subgroups and, if necessary, sub-subgroups. This ensures that each grouping is tightly focused and makes it easier to create a congruent path mentioned above.
Remember, the closer the match between your keyword, your ad, and your landing page, the higher your relevance scores will climb.
3. Write High Quality Content
For both the ad and the landing page, write clean copy that is free of spelling or grammar mistakes. Create compelling headlines. Break information into easily digested chunks. Make sure your landing page is easy to navigate, clearly explains who you are and what your business does, and provides authoritative original information. Raise your credibility by providing accurate contact information, listing details about any relevant organizations or associations of which you are a member, and explaining your professional credentials.
Phil is Founder and COO of Main Street ROI. Phil leads the company’s operations and is primary creator of Main Street ROI’s marketing training programs. He is an expert in search engine marketing, website analytics, and sales funnel optimization. Phil’s marketing thought leadership has been published on Forbes.com, Inc.com, MSN.com, and many other major business media outlets.
Phil earned his Master of Engineering Management degree from Thayer School of Engineering and Tuck School of Business and his Bachelor of Arts and Bachelor of Engineering degrees from Dartmouth College. While attending Dartmouth, Phil started every game on the varsity football team as the defensive safety.