About Google Ads Quality Scores and Why They Matter
Google ads quality scores are a measurement system that calculates the quality of your landing pages, ads, and keywords, and are evaluated on a scale from 1 to 10. To ensure that you get the best ROI possible, it is crucial that you improve your quality score. This helps boost the reach of your ad considerably.
Google utilises your quality score to identify your CPC and ad ranking. By merely improving this metric, you can boost your Return On Investment by a significant margin. Here are a few reasons why increasing your quality score is vital:
#1 Increases the Visibility of Your Ads
Performance marketing and branding are the two main reasons why advertisers run Google Ads. If your primary objective is to enhance the visibility of your brand, it’s crucial to ensure that your ads get optimal exposure. Here are your options:
- Consider implementing a more extensive keyword targeting tactic
- Enhance your quality score
- Start using additional keywords
- Increase your bids
All of these strategies have to be incorporated to a certain extent. However, over time, by implementing additional keywords and widening your keywords targeting, you will experience the law of diminishing returns. As most of the keywords you experiment with will have low conversion rates, incorporating them in your campaign will have a significant impact on your ROI.
Besides, they will have a considerable effect on your click-through rate if your keywords are not pertinent, and will result in a drastic dip in your quality score. It will eventually lead to decreased traffic as well as reduced visibility than what you could have possibly achieved with keywords with higher performance.
It is also essential that you raise your bid. However, raising it without increasing your quality score will prove to be much more expensive and will result in you having a negative ROI. To effectively improve your quality scores, it is vital that you increase the exposure of your ads. This will help you achieve a higher ad ranking.
#2 Improved Quality Scores Helps Conversion Rates
Even though expert marketers have never been able to provide global data that can verify this, there is a subtle connection between quality scores and conversion rates. This reason for this is that the conversion rate varies between differing industries. A recent study by a marketing agency, however, stated that higher ranking ads convert much better. By taking the extra effort and improving your quality scores, your conversion rates will eventually increase. However, this is something you need to focus on consistently, track diligently, and tweak as required.
#3 Quality Score Helps Gauge User Experience
Provided that your website’s landing pages offer an excellent user experience, and the ads are relevant, they will have a much higher quality score. A poor quality score indicates that people don’t engage with your content. Your landing pages will perform significantly better if you increase your score.
To guarantee that you create a Google Ads campaign that’s profitable, having a high-quality score is critical. You can achieve this by experimenting with three ads at the same time. Make sure you don’t mix the different types of targeting. It’s also crucial to segment the ads by ad group, and include all your relevant keywords in the landing page as well as the ad copy.
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Thanks for reading,
Digital Canteen Team