What is the Google Ads Quality Score and why is it important?
Google Ads is one of the best places where the average advertiser can expect to increase the return on their investment compared to other ad platforms. However, there are many for whom this is not the case.
In order for you to reduce the cost per conversion and obtain better ad positions, it is important that you ask yourself the following questions:
- How can you make your CPC campaign profitable?
- How can you estimate the quality of your ads, keywords, and landing pages?
For these questions, the answer is to have a high Google Ads Quality Score.
You can have the right keywords, create great ads, and have a great call-to-action, but if you don't have a high quality score, you're paying the most for terms that shouldn't be that expensive.
Poor quality scores can destroy your bottom line and produce lower-than-expected returns, while a high Google Ads Quality Score allows you to get a higher return on your investment (ROI).
Therefore, in this article I bring you everything you need to know about what the level of quality is and why it is important, not only to improve your metrics but to reduce the cost in your next campaigns.
What is the Google Ads Quality Score?
Quality Score is often touted as one of the most important things to correct in a Google Ads account, so knowing how to improve this score quickly will depend on a deep understanding of the main factors that make it up.
Google defines it like this:
“Quality Score is an estimate of how relevant your ads, keywords, and landing pages are to someone who sees your ad. Higher quality scores generally lead to lower costs and better ad positions «.
From the above, we can deduce that three main factors are taken into account when evaluating the quality score for a given account:
- Advertisements
- Keywords
- Landing pages
These three factors are analyzed to determine their relevance, and then a score is generated.
According to a study by AdAlysis, the two main factors of the quality score are the user experience on the landing page and the expected CTR:
This means that a better landing page or an increase in your CTR above average can have a big impact on improving your quality score.
Why is the Google Ads Quality Score important and what are the benefits?
Quality Score is a big part of how Google determines where an ad ranks when it appears in user search results.
Having the highest bid among the advertisers you compete with for a keyword may not result in that ad ranking first in Google searches. Conversely, if a competitor has a higher quality score, they can outperform your ad by half the price you pay for clicks, making any campaign unsustainable in the end.
In parallel, Facebook, like Google Ads, contains a relevance score that evaluates the same factors, assigning a score from 1 to 10.
A study by AdEspresso showed surprising findings on how an advertiser's relevance score affects CTR and CPC:
This chart shows that the higher the relevance score / quality score, the better your click-through rate and consequently the cheaper your cost per click. This means that you can get more traffic and pay less for it, if you can produce a better level of quality.
Another study by Search Engine Journal shows how higher Google Ads quality scores lead to lower costs per conversion:
From the graph, we can see the correlation between the quality scores and the decreasing cost per click to appear in the top positions of the search engine. This decrease in costs allows you to increase the number of leads that will eventually translate into higher conversions.
Similarly, Quality Score metrics can help you increase the number of clicks you get relative to your ad impressions, making them a vital part of running successful campaigns.
Also, when you get a high quality score, it is almost always an indicator that the user experience is well optimized. However, a high level of quality is not synonymous with having a faster and easier-to-use website. On the contrary, it can mean that the expectations of your ad are met from the level of keyword search, to the level of conversion on the landing page.
Knowing the importance of the quality level of your ads in Google Ads is the initial step so that by optimizing this indicator, you can obtain a better relationship between the cost of your advertising and the conversions achieved. Now that you know it, you should start taking into account what factors can help you increase your score since by increasing it you will see much more satisfactory campaigns.
Tell me how you think you can improve the experience of your users on your landing pages, your CRT and the relevance of your ads and see how the performance of your next campaigns grows with the increase in your Quality Score.
