Improve Quality Score
Re: Improve Quality Score
Hey Gabby, how are things?
Before we jump into actual tips to increase Quality Score, I'd most definitely recommend to you to take a few minutes and read this official documentation about QS:
1. Check and understand Quality Score
2. Understanding ad position and Ad Rank
These articles have very good information on QS, it's composition and some tips on how to improve things. The second article is not entirely for Quality Score, but definitely covers some important aspects that you must see. Also, there's a very good video in it so watch it right away.
Most of the tipos are related to things that you have control over it as an advertiser, so whenever you feel your QS is not right, it's up to you to find where you can improve. A lot of people out there say that "High quality score for some segments are just impossible", and I found that to be a lie, so watch out for things like that.
» Tip 1: CTR%
The CTR% is one of the metrics with huuuuge impact over Quality Score, so whenever you want to improve your QS, this is the first thing you should try to improve, and in order to do this, here're some tips:
- Write better ads: This may seem obvious, but a LOT of advertisers don't have good ads. Your ads are the door between the user and your website, so you should use everything you can to try and get that user attention. Use benefits if you can (discounts, trials, demos, etc), call-to-actions (Phrases like Buy Now! Limited time offer, etc), Use Ad Extensions and lot more. There's a pretty good guide on writing ads right here: https://support.google.com/adwords/answer/6167122
- Connection between Keywords > Ads > Landing Page: This means your account structure. You should be able to create specific ads for a group of keywords of the same subject, meaning that if you have a lot of keywords from several subjects all together, you will create generic ads, and not specific ones. So break down your groups into more specific groups, with few keywords related to one matter, and create specific ads for those. Try to add the main keyword of that group in your Ads, specially in the title if you can. This will create a stronger connection between your keywords to your ads, and that means that later on, you can direct the user to a specific page that talks about that subject. Also, as part of a best practice, ALWAYS have at least from 2 to 3 ads for EACH group. That's a way you can teste different variations and check to see which one is better.
- Ad Extensions: Those are meant to show additional information along your ads. It make your ads bigger, more attractive and should catch the eye of the user easily from the ads that don't have extensions. Note: this have nothing to do with the "Your ad's expected CTR" part of the article. The Expected CTR is another thing.
- Check your keywords: It doesn't matter if you do all the above if you use the wrong keywords or very generic ones. There're keywords with natural low CTR% compared to others, but you should pay attention to those. If you sell cars, avoid generic keywords like "car" or "car sale", those are just to broad and will have very high competition. Prefer more specific keywords, the ones called "long-tail" keywords. Those are keywords from user that already moved some steps and maybe know what they want, something like "buy new honda civic 2016". This keywords have higher chances of high cTR% and later, high quality score.
- Negative Keywords: Negative keywords are just as important if not more important then the positive ones. You need to control where your ads appear for you not to waste money and Impressions, that may impact on your average CTR%
Two helpful articles:
There're a few other things, but I feel that those are the main ones.
» Tip 2: Timming
Adwords uses historical data to predict how well and how relevant you're for the user. With this in mind, it's important to state that you should take your time to think and create your campaigns. Don't rush everything up just because you need the campaigns to run soon as possible, this usually create poorly structured campaigns and bad ads. Take your time, plan everything.
If you ever come across the thinking "I'll do this like this and I'll change it later", you're trapping your self. Don't do this. Take longer but prefer to start with everything right in place.
» Tip 3: CPC
CPC doesn't have direct impact in QS formula, but have it's indirect effect. CPC is used for Ad Rank calculation (found on the second article) and can impact your position. USUALLY, not always, but usually, higher positions = better CTR%, and with better CTR%, your QS should go up, so watch out for your average position and CPC. Stress test them to find if there're a huge impact or not for your ads.
» Tip 4: The quality of your landing page
This is something that falls over the mysterious part of QS. Google doesn't open much of what is actually considered on LP Quality. Some things you may found useful:
- Direct the users to pages that solve their problem/question, that's what Google wants. Take that you're creating smaller and focused groups, and also modify your landing pages. Don't send the user for your home page.
- LP must have CONTENT, information, something useful for the user. If it's just a page with a few fields from a form, Google will not find that relevant.
- Easy to navigate
- Within politics
- Transparent about your intentions
Research on some of the top advertisers for whatever market, they usually have good landing page for you to inspire on.
» Tip 5: Keyword Match type
Combine your ads with multiple match types to have more control over things. There's a full explanation here: https://support.google.com/adwords/answer/2497836?hl=en
- Prefer the usage of Broad Match MODIFIER, Phrase and Exact Match. If you want to use Broad Match Type, make this into separated group/campaign for you to have specific budget and not create conflicts with more specific ones
- Phrase and Exact Match Type consider the ORDER in which the words are, so in Phrase and Exact, "car sale" is different from "sale car". In broad they're the same
- You can use the Seach Term Report to find new keywords to add and to include as negatives. This report show the actual query from the user that triggered your ad and gave you at least one click. Check this out: https://support.google.com/adwords/answer/2472708?hl=en
And that's it! There's a lot of information there. You'll need to read and study a bit, but it's worth it if you think that good quality score can be the difference between INVESTING your money and WASTING your money with poor quality keywords.
Really hope this helps
Leandro Martinez | Basta1Click