How Can I Improve: My Quality Score?
Continuing with the series of posts "How Can I Improve", today I leave you an article on how we can improve the quality score in Google Adwords.
Why improve the Quality Score?
Google is quite fickle with its sponsored ads for a reason, because if it showed low-quality or "spammy" ads, people would stop clicking on them ... and that costs the company money.
Adwords assigns a quality score or "quality score" to the keywords of an account to try to show only the most relevant ads to its users.
The quality level of our keywords together with the current market competition determine our minimum cost per click to maintain or access a position among the sponsored links.
Personally, I never worry much about the Quality Score of my accounts and I recommend not doing it (unless you try to "cheat the system" or something like that) since using common sense we can obtain very good levels of quality, however there are certain Standards and recommended practices to avoid Quality Score problems that are worth always keeping in mind.
So here are 5 Tips to Improve the Quality Score
1) Use keywords in ads
The easiest way for Google to determine that an ad is relevant to a certain search is to include some of the keywords in the ad text, by the way we gain another advantage, generally the ads that include the keywords in their text tend to have a better CTR than if they didn't.
2) Structure of the Campaigns
A good campaign structure, where the ad groups are well organized and focused only on keywords of the same theme, helps a lot to the overall quality score. We must restructure our campaigns when necessary.
3) Relevant landing pages
In an advertisement we talked about motorcycles and did we direct that same traffic to a page about cars? ... NOT.
Landing pages must be as relevant as possible to each particular search, this in turn is much easier to do if we comply with the previous point of campaign structure and ad group organization.
4) Separate ad groups for Mispellings
Mispellings tend to have poor quality scores per seThis does not mean that we should not use them but that we must separate them into ad groups other than those containing "well-written" keywords so as not to damage their overall quality score.
5) Test, test, test
The CTR of our ads is another factor that influences the quality score of our keywords, so now you have one more reason to perform A / B or Multivariate tests on a regular basis.
And how do you improve your Quality Score? 😉
