Improve Your AdWords Quality Score

17 October 2016

Improve Your AdWords Quality Score

When you oversee AdWords campaigns, you will have many irons in the fire. One of these, and often one of the hardest to get a handle on, is the quality score, which can affect your ads’ visibility and the price you pay for clicks.

The AdWords quality score is Google’s way of measuring how relevant your ads are, as well as their overall quality. Ads with great quality scores will typically be displayed higher up on the page and will cost less per click than those with lower quality scores. A quality score is marked out of 10 and can vary from ad to ad within your account.

So, if you find that your scores are on the low side and you want to improve them, try out these suggested dos and don’ts:

1. Do make sure your landing pages are relevant and high quality. Make them easy to explore, attractive to look at and quick to load. Optimise the page with the appropriate keywords and consider customised landing pages for each ad group if you only have a handful. Consider dynamic text insertion if you have hundreds of ad groups and keywords.

2. Don’t get lazy with your ad creation. Compelling ads attract clicks and truthful, appealing ads lead to conversions. These are all good indicators of quality and will improve your sales, too.

3. Do make use of negative keywords so that you exempt your ad from showing up next to searches that use similar keywords to you but are completely irrelevant. You may want to exclude the word ‘free’ if you are selling something rather than giving it away, or exclude geographical areas where you do not deliver. Similarly, if you sell bath products but not bath bombs, for instance, you could use negative keywords to only show ads to people who are looking for what you are selling.

4. Don’t create massive ad groups. Try minimising them so that you only have one or two keywords per ad group, then you can really get control of your quality scores for each group. Ensure that your keywords are a close match to both your landing page and your ad so that your relevance score goes up.

5. Do use ad extensions where appropriate, such as review stars, location, call extensions and prices. These can increase how relevant your ads are and make searchers more likely to click.

6. Don’t forget to incorporate your keywords into the text and headline of your ads. This demonstrates to browsers that your ad is relevant to what they are looking for.

Do test ads against each other and improve on them by comparing results. Google will cycle through ads within a group and display the most successful ones more frequently.