How Improving Your Quality Score Will Make Your Online Ad More Effective

May 7, 2018 Seth Spriggs

When it comes to pay-per-click (PPC) ads, your goal is to reach more customers and get the highest return on investment (ROI). Having a good Quality Score positions your ad higher in search results and helps lower the cost-per-click (CPC) of your ad, which saves you money. So, by improving your Quality Score, you increase the chance that your campaign will be successful. Let’s dig into how this works.

So what’s a Quality Score?

According to Google, “Quality Score is like a warning light in a car’s engine that shows how healthy your ads and keywords are.” Other search engines such as Yahoo! and Bing also uses Quality Score as a means to “diagnose” the quality of your PPC ad, which influences both its rank and cost-per-click.

The factors that go into Quality Score

Search engines, such as Google, determine the Quality Score of your paid ad based on a number of factors including:

  1. Expected clickthrough rate: The likelihood that your ad will be clicked
  2. Ad relevance: How closely your ad matches the intent of a user’s search
  3. Landing page experience: How relevant, transparent and easy-to-navigate your landing page is for users

Tips for improving your Quality Score

When it comes to improving your Quality Score, the higher the score, the better. Google scores the quality of your ad on a scale from 1-10, where the average score for small businesses is 5 out of 10. Ads with a poor, below average, Quality Score have a higher cost per click, thereby creating a bigger dent in your wallet!

To avoid scoring low on your PPC ads, consider the following tips.

  • Use relevant keywords: Make sure you are using highly relevant keywords in your campaign, which include using long-tail keywords
  • Improve your landing page: Your landing page is the page that people land on after clicking a link on your ad. Be sure that your landing page is user-friendly and is optimized for mobile users.
  • Include relevant information: Ads and sites that help users find what they’re looking for with ease are more likely to result in a higher Quality Score. For instance, if someone does a search for “piano lessons in Montreal” and they come across your ad, they would expect that the landing page that your ad points to also talk about piano lessons in Montreal. [LINK: Why your landing page content must relate to your ad content in order to drive (and convert) customers to your website]
  • Add negative keywords: Negative keywords tell Google not to show your ad to anyone searching for that phrase. For instance, if you do not want your ad to be associated with “worst restaurants in Toronto,” then you should add “worst” as a negative keyword so that people who search for these keywords don’t end up finding your ad. Doing so could help save your business reputation.

Seek professional help

We understand the challenges small businesses face when it comes to creating PPC ads. With professional help, you’ll have a more efficient ad campaign that saves costs and gets you more results. So what are you waiting for? Find out how our experts can help.

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