Using Google’s Quality Score Metrics to Improve Your Ads

By Bradley Riley
July 25, 2022

With Google, you can achieve a lot with a setup but the real wins come from optimisation. Here is a huge value-post on how to improve the quality and performance of some of your Search ads.

IF Search Lost IS (rank) is the main issue.

THEN we may need to increase the Quality Score or increase Max Bids.

To check which is the issue, navigate to an Ad Group and then to that Ad Group’s Keywords.

At the Keyword level, we can modify a new Column set to include the following Quality Score metrics:

  • Quality Score
  • Ad Relevance 
  • Expected CTR
  • Landing Page Experience

Here are Google’s notes on the above metrics:

  • Expected click-through rate: The likelihood that your ad will be clicked when shown.
  • Ad relevance: How closely your ad matches the intent behind a user's search.
  • Landing page experience: How relevant and useful your landing page is to people who click your ad.

These components can help you see whether to update your ad text, keyword selection or landing page content

You’ll see a status of 'Below average', 'Average' and 'Above average' for each component to give you a sense of which areas might need improvement. 

The key point is: Give your users what they’re looking for and good performance should follow. Focus on your long-term performance goals and look for ways to reach them by improving your user experience, and using Quality Score as a diagnostic tool. - Here is a source that should help you.

How to Improve Expected CTR

  • Edit your ads to make them more compelling to the audience. Perhaps include an offer.
  • Understand the level of intent and use appropriate wording accordingly. If someone searches for a “white dress discount” then adding a sale/discount-themed copy will help match the intent of the search query and keyword.
  • Highlight a USP or a great reason to buy.

How to Improve Ad Relevance

  • Try to make ad text more directly relevant to keywords (more overlap).
  • Split Ad Groups into grouped Keywords.
  • Try grouping Keywords/Ad Groups into themes. Example: Rings can be grouped into Engagement Rings and Wedding Rings.
  • Experiment with CTAs that reflect your Landing Page - ​​'Buy, Sell, Order, Browse, Find, Sign up, Try, Get a Quote’.
  • Be more specific with ad copy and try to avoid vagueness. Think of the end goal your audience wants to achieve with their search query.

How to Improve Landing Page Experience

  • Send people to appropriate destinations based on the search. The “white dresses” Keyword should take people to the landing page where the user will find what they are looking for.
  • Keep messaging consistent and relevant to the Keywords and Ads.
  • Follow-through with the offers mentioned in the ads.
  • Conversion Rate seems to make a large difference when it comes to the Landing Page Experience. This is a worthwhile metric to look at when testing LPs.
  • Improve load speeds.
  • Make the site more user-friendly.

Hope this helps!

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