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Google Ads Management: 5 Ways To Improve Your Google Ads Quality Score
The Best Way To Improve Google Ads Campaigns Is By Leveraging Your Google Ads Quality Score
Google Ads management is made easier with the host of tools that Google Ads has to offer. Take, for example, the Google Ads Quality Score, which tells you how you compare to others bidding for your same ad placements. But how does Google Ads Quality Score work? How can you use it to improve your ad campaigns over time?
This guide will help you better understand what Quality Score is, how to check your Google Ads Quality Score, and how to improve your Google Ads Quality Score for maximum results.
What Is A Google Ads Quality Score?
So, what exactly is the Quality Score? Simply put, the Quality Score is a diagnostic tool offered by Google Ads that helps you calculate your ad quality on a scale from one to ten. The Quality Score Google Ads Formula uses this scale to demonstrate how your ads compare to other advertisers, letting you know whether or not your ad campaign offers the relevance and usefulness needed to land an ad placement over competitors.
Of course, whether you’re enlisting the help of a Google Ads management agency or doing it yourself, it’s important to know what factors contribute to your quality score. There are three main elements to pay attention to. These include:
- The expected clickthrough rate of your ad once it’s published.
- The relevance of your ad, or whether or not it aligns with the search intent of your target user.
- The landing page experience, or whether or not the landing page that they’re brought to after they click on your ad is relevant and useful.
You’re then given a status of “above average”, “average”, or “below average” on each of these elements based on how you compare with advertisers with the same keywords over the past 90 days.
Google Ads offers plenty of insight into their Quality Score tool, what it means, and how to view your score in your Google Ads account here.
Why Is The Google Ads Quality Score Important?
So, why is the quality score relevant to successful Google Ads management? Why is it something that you should pay attention to as you craft and test ad campaigns? Here are some of the reasons why your score is important and why you should leverage the Quality Score tool as you craft ad campaigns.
- Understanding Your Chances Of Winning Bids: It’s important to remember that Google Ads placements on SERPs is determined by which ad is most relevant (although there are some additional factors, like bid amount). Utilising the Google Ads Quality Score can help you better understand what you need to do in order to increase your chances of winning bids.
- Seeing How Impactful Ad Campaigns Are: The Quality Score tools helps you better understand whether or not your ads are relevant and, therefore, impactful. If you’re putting ads on Google Ads that aren’t reaching the right individuals, you aren’t going to see the desired results in your ad campaign.
- Learning How to Optimise Ads Over Time: The more you use the Quality Score tool (among other tools offered by Google Ads), the better you understand what it takes to optimise ads effectively. Strong Google Ads management relies on consistent learning and optimisation.
Now that we have a better understanding of what insights the Google Ads Quality Score can provide for you and what goes into calculating said score, it’s time to look into some strategies focused on improving your score for greater results.
5 Ways To Improve Quality Score For Google Ads
What should an effective Google Ads manager be doing in order to get the most out of Google ad campaigns? Let’s dive into five ways to improve your score for Google Ads that will offer tremendous support moving forward.
1. Conduct stronger keyword research and remember keyword match types.
Keyword research is such a critical aspect of effective Google Ads management. If you’re employing the wrong keywords or you’re not focusing on user intent, you’re spending money on ads that prospective customers or clients won’t click on. Conduct deep keyword research and select keywords that are relevant to your ad campaigns.
Additionally, it’s important to know that there are several keyword match types to help you optimise your Google Ads campaign. These include Broad Match (loosely related to your keywords), Phrase Match (closely related to the meaning of keywords), and Exact Match (exact keywords only). You can even add negative keywords to prevent certain users from seeing your ads.
2. Focus on concise and compelling copy that drives action.
Ad copy is anything but long-winded. If you’re focused on improving your Google Ads management, develop concise and compelling copy that drives action. This means using shorter sentences, developing strong CTAs, and focusing on translating your business’s value in as few words as possible.
3. Incorporate ad extensions where possible in your campaigns.
4. Analyse and adjust your campaign regularly.
Google Ad management requires you to consistently look for areas of improvement. Once an ad campaign has finished, use Google Analytics to see what the level of engagement was, whether or not it helped you reach your benchmarks, and where it might have fallen short.
Then, you can use this information to gradually improve your ad campaigns for better results in the future.
5. Google Ads is only one step of the sales funnel!
Google Ads is important, but it’s just the first step in building brand awareness and driving users to your site. Once they’re there, they should feel compelled to take action. Make sure that your landing page is aesthetically pleasing, well-written, loads fast, and is easy to navigate out of if they want to venture further into your website.
Overall, there are plenty of ways in which you can enhance your Google Ad campaigns over time. But what if you want to hand off the work to an expert like a Google Ads account manager? Who do you turn to?
Want Expert Help Optimising Your Google Ad Campaigns?
If you want impactful and effective Google Ads campaigns every time, Sydney Digital Marketing is here to help! Not only are we a seasoned Google Ads digital marketing agnecy, but we also offer a wide range of services including SEO strategy, email marketing, and so much more. Are you ready to take the next steps in your digital marketing strategy?
Reach out to the team at Sydney Digital Marketing today for effective Google Ads management in Sydney!
Article by
Ben Kinnaird
General Manager / Sports Nut / Dad
Our captain of operations, Ben has over 15 years of experience in sales, marketing and all things digital. Before joining SDM in 2014, Ben worked as the Head of Marketing for Reebok APAC.[…]
Article by
Simon Gould
CEO / Founder / Dad
Founder and leader, Simon established SDM back in 2012. Since then, he has helped 150 clients (and counting) to achieve their digital goals.[…]