To get the conversions you need, your ads should be high-quality and relevant so that they find your target audience and encourage them to engage. The quality score that Google Ads gives your keywords does just that. It essentially tells you that your keywords match up with your ads, and how well they do so. What you may not know is that the Quality Score from Google Ads also directly influences the performance and cost of your paid campaigns.
So, if your Google Ads Quality Score needs improvement – and fast – here are some tips that will help you.
Keywords that are too focused aren’t doing your score any favours. If you’re using keywords that are too specific then you won’t reach potential customers, as they won’t be using those keywords in their searches.
Google Keyword Planner is a great tool for finding keywords that are relevant, and this will all contribute to improving your Quality Score.
This may seem obvious, but you’d be surprised how often an ad doesn’t actually relate to the corresponding landing page. This drives consumers away and lowers your Google Ads Quality Score significantly. Go through your ads and landing pages to make sure they actually relate to each other and are relevant.
Like having a landing page that relates to the ad a prospect has clicked on, the way your landing page is designed can also affect your Quality Score. If a potential customer can’t easily navigate your landing page to find where to contact you or follow through on the call-to-action, they will quickly click away and to a competitor’s site instead.
Google has directly said that this affects the Quality Score you’re given, so be sure to do everything you can to make your website load faster for mobile devices. Google has a great free speed test tool so you can track how each improvement has affected the loading speed. Much like when a landing page is hard to use or navigate, if a page loads too slow then prospects will abandon your site and turn to someone else’s.
The higher your score, the lower your cost-per-click rate and the higher your ad is positioned, saving you money and improving your business.
Implementing the strategies necessary to boost your Quality Score can be difficult, however, and many business owners prefer to engage an expert digital marketing agency to take care of this.
The team at MacZin Digital Marketing manages Google AdWords accounts for a number of businesses, boosting their Google Ads Quality Scores and getting them the results they deserve. Get in touch with us today to see what we can do for your Quality Score.