Despite how well your Google AdWords ads and campaigns are performing, know that there is always room for improvemen.
That’s the beauty of PPC marketing campaigns — and the curse of it.
You must always have to be on your toes and continue looking for ways to decrease the cost, increase the click-through and conversion rates, and improve the profit margins.
One very effective way to do all that is to improve your Google ads quality scores. By improving your ad quality score, you can decrease the cost of your ad campaigns, improve its position in the SERPs, and increase clicks and conversions.
In this article, we will be discussing how paid search engine marketers can improve their ad quality scores.
But let’s make sure that everyone is on the same page by highlighting the factors that affect the ad quality score.
According to Google, there are three factors that directly affect your ad quality score. Those three factors are:
By improving these three aspects of your ad, you can improve the ad quality score — which will eventually lead to better ad positions in the SERPs, lower bid cost, and increase ad profits.
Google has recently updated the way Quality Scores are displayed in the ad performance reports. Moreover, Google has also introduced historical reports that you can view side-by-side to monitor the performance and improvements in your ad quality score.
The data (columns) that you can use are:
As mentioned earlier, you can view historical ad quality scores side by side to measure performance and improvement.
Note: According to the Google update, historical ad quality score data will not be available for dates later than January 22, 2016.
Now that you are all set by customizing your columns and adding all the relevant information that you would require to regularly monitor any improvements in the ad quality score, let’s dive into the numerous tips and tricks that can help you improve the ad quality score.
Let’s do that by diving into each component.
Each of the following three headings contains the actual tips and tricks you will need to improve every component, i.e., ad relevance, landing page experience, expected CTR.
Poor ad relevance — which is also commonly known as keyword relevance in PPC marketing — is a problem that you face when there is not a strong connection between the keywords and the ad copy.
What usually happens is that you — or inexperienced PPC marketers, usually — copy ads from different ad groups without customizing and tailoring for their own primary keywords. As a result, the ads do not really have a strong connection with the keywords, which eventually leads to poor ad relevance.
How can you improve the ad relevance? Here are a few proven tips:
There is more than one reason to improve the landing page experience. Here are a few of them:
How can you improve the landing page experience?
Here are a few different things that you can do:
Behind the scenes, Google calculates the CTR your ad is expected to get. Needless to mention that it is the expected CTR, and it is different from the one that you see in your AdWords account and ad performance reports.
There are a few different reasons why an ad may have a low expected CTR. You will have to resolve those problems to improve on this front.
Following are a few of those possible reasons that could negatively affect the expected CTR of your Google ad:
Focusing on ad quality score is an important fundamental of successful Google Adwords campaigns. However, a lot of marketers completely ignore this aspect and ignorantly pay more for their ads than they have to.
Use these tips to improve your ad quality score and bring down the cost and increase your conversions. Good luck!