Google Ads has become increasingly complex over the years, making it challenging for advertisers to optimize campaigns. However, one of the oldest and most important optimizations is to improve the performance and efficiency of your campaigns is Quality Score. In this comprehensive guide, we’ll give you concrete tips on how to optimize Quality Score and improve your ad’s eligibility, cost per click and display assets.
Why Quality Score Still Matters Quality Score is a diagnostic tool that compares the quality of your ads to those of your competitors. It has a significant impact on whether your ad is eligible to enter an auction, how much you pay per click, and how your ad is displayed. The higher your Quality Score, the better the quality of your ads and the higher the chances of getting good performance.
How it’s Calculated Quality Score is calculated based on three components: Ad Relevance, Expected CTR and Landing Page Experience. Each component is rated as “Above average,” “Average,” or “Below average” based on a comparison with other advertisers whose ads showed for the same keyword in the last 90 days.
How to Optimize Ad Relevance The most crucial aspect of Ad Relevance optimization is to ensure that your ad closely matches the keywords in your ad groups. Some tips to optimize Ad Relevance include creating relevant ad copy, grouping keywords into tightly themed ad groups, testing dynamic keyword insertion, and testing the pinning vs unpinning of headlines with the keyword.
How to Optimize Landing Page Experience Ensure that your landing page is optimized for the user’s search intent and is relevant to the keywords used in the ad. Optimize your landing page by using clear and concise headlines, subheadings, and body copy, optimizing page speed, making sure your landing page is mobile-friendly, and testing different landing pages.
How to Optimize Expected CTR Expected CTR tells you the likelihood of getting a click based on historical data. Optimize your Expected CTR by testing different unique value propositions, matching your ads to the intent of the user, testing different ad assets, experimenting with different USPs and CTAs that match your landing page, and using psychological buying triggers.
Final Notes While 10/10 ratings are nice, they shouldn’t be pursued blindly. Use low Quality Scores as indications of where to optimize, not as the holy grail to evaluate results. By following these concrete tips, you can improve your Quality Score and optimize your Google Ads campaigns for success in 2023.