There are numerous instructions on how to optimize your own Adwords campaigns with good ad texts, conversion-optimized display ads. This article is about a critical factor without which all these efforts given effort are: the Quality Score (or Quality Score). Once you understand how the Quality Score works, you can use it in a targeted manner to improve the position and ROI of your Adwords ads.
What Impact Does The Quality Score Have On The Position Of Adwords Ads?
With the help of the so-called Quality Score, Google evaluates the relevance of keywords and advertisements in your Adwords account. The Quality Score is a value between 1 and 10, where 10 is the maximum achievable value. This Quality Score is calculated each time the keyword in your Adwords ad is attributed to a search query.
This factor depends on the following components:
Bids: The higher the maximum CPC, the better the ranking of your ad. Due to the following factors, however, only the amount that is necessary to outperform, the next competitor has to be paid here.
Expected CTR: Google also includes your ad’s scheduled clickthrough rate. Users only click on advertisements that are relevant to them and answer their search request.
Landing Pages: While a new ad is the first successful step, users will only be satisfied if the page you’re landing on will best serve your query. In addition to exciting content, clear navigation equally has an important role here.
All of these factors are noted by Google when it comes to analyzing the quality of your ad for a better CTR.
Why Does Google Rate The Quality Of Advertising?
The Quality Score is an easy way for Google to ensure that only relevant ads are served on a search query and only those ads that engage users effectively. Finally, Google only receives revenue when the user clicks on the ad, and so Google (as well as the advertiser) is interested in delivering the most effective advertising possible.
This also means that a high bid in Adwords for a keyword doesn’t automatically lead to a top position of the ad. The highest bid is just one part of the calculation formula for the so-called “Ad Rank.”
How Can You Improve Your Google Ads Click Through Rate?
The following measures and influencing factors can be used to improve one’s own quality score and CTR:
- Optimize The Alignment To The Different Devices: Google also rates the performance of your ads across devices such as desktops, laptops, mobile devices, and tablets, you can learn more here.
- Optimize Click Performance Across The Entire Adwords Account: A log is kept of the total clickthrough rate of all ads and keywords in your AdWords account. Improving the clickthrough rates of individual ads also has a positive impact on the quality score of your other ads. Optimize your ads, e.g., with the help of A / B tests.
- Increase The Quality Of The Landing Page: Use a relevant landing page for your Adwords ad. Make sure the content matches what the user needs when your ad is clicked. Classic on-page measures, such as performance, a clean code structure, topic-relevant internal and external linking, etc. also help to improve the quality of the landing page.
- Select Only Relevant Keywords For Your Ads: Although it may sound banal, choose only relevant keywords for your ads. Keywords that have nothing to do with the ad’s theme (from Google’s perspective) result in a lower quality score.
- Be Successful Regionally: It also matters how successful your Adwords account is in a particular geographic area. Especially for regional providers, it is advisable to put a specific focus here.
- Utilize Ad extensions to Improve visibility: Big G loves it when your ad receives a high CTR. That is when someone gets paid when they click get paid. Google would want you to get a very high CTR, and they do their best to enable you to achieve that. Google has produced ad extensions that you can use to increase your CTR. In the book ‘’ Creative that clicks ‘’ Google advised on using ad extensions to increase your CTR. Here are some of the ad extensions available for you to use as recommended by Google in that same book.
