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What is the quality score of your ads?

What is Quality score, how does quality score affect your ad's performance and how do you improve your quality score? Read more on how to addresses the above questions and get some useful tips on how to improve the performance of your ads.

What is Quality Score?

With quality score, we mean the way the algorithm evaluates the keywords ' key phrases included in our advertising campaigns. Quality score scales from 0 to 10. Simply put, Quality score is Google's "score" for the quality and relevance of your keywords with the corresponding campaign or ad group. It is used – and for this reason, it acquires so distinct gravity – to determine the CPC (cost per click) of every keyword for each time a user searching that keyword.

Why we should have a good Quality Score

High-quality score assists the CPC reduction, i.e. cost per click on the ad that appears when the user types the relevant keyword. The better the quality score per keyword, the less money you'll be charged on your ad's appearance. As a "base" for quality score, Google has placed 5 out of 10. Anything that follows from this “informal” base is evaluated negatively, resulting in more costly campaigns than expected.

How Quality Score is calculated

The calculation of quality score depends on several factors that Google has defined, the most important of which are the following:

  • The Click – Through –Rate of the keyword, i.e. the percentage of users who are clicked on our ads when it appears by typing the keyword. If, for example, our ad appears on 100 searches and 30 of these users tap on the ad, CTR equals 30%.

  • The keyword relevance, how relevant the added keyword is to the Ad group it belongs to.

  • The quality of the landing page (landing page), the more relevant the content of the landing page with the ad that "beats" to it, the more qualitative the landing page is considered by Google's algorithm.

  • Ad relevance, how relevant is the advertisement, its text, its title, etc., with the product-service being advertised.

No one (except Google obviously) knows exactly how much each factor contributes to the calculation algorithm of quality score. However, experience has shown that the most important possible factor is the good Click Through Rate. That makes perfect sense. When the percentage of users who see our ad is high, it's a strong sign to Google that our ads are relevant and useful to users. Therefore, Google rewards us with:

·        Higher ranks of our ads

·        Lower cost

How does Quality Score affect your ad's performance?

As mentioned, when the quality score gets below the base score, Google evaluates the corresponding keyword negatively. As a result, ads associated with keywords that have a bad quality score, are left behind in the battle for the first display position and thus, the cost to rise the advertisement on top position is expected to be much higher than it should be. Your ad doesn't reach the people it potentially could and when it does, it costs much more than it was originally calculated.

How do you improve your Quality Score?

There are specific and proven steps you can take to improve the quality of your keyword and, by extension, evaluate your ads and improve their position:

  1. Search for the appropriate keywords: Select the appropriate keywords for each ad group. The more relevant the keywords are with the corresponding group, the more likely they are to "hit" a good quality score.

  2. Organizing keywords: separate keywords into narrow, organized groups that can connect more effectively with individual ad campaigns.

  3. Include relevant text in your ads: Make sure the text, title, and URL of each ad is as relevant to the ad as possible. The most effective ads have a higher CTR, one of the best ways to improve your quality score.

  4. Optimize landing pages: Follow your landing page best practices to create pages that are directly linked to your ad groups and provide a consistent experience for visitors, from keyword to conversion.

  5. Add negative Keywords: continuous search, recognition, and exclusion of irrelevant search terms that spend your budget.