Aragon Advertising

How to Improve Your Quality Score with Google Ads

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Zac Johnson

Let’s be honest. The shotgun approach to Internet advertising is a waste of both your time and your money. You can’t just throw everything up against the wall and see what sticks, just as much as you can’t just “wing it” with a PPC campaign and hope it performs. Instead, the only way you’ll be able to maximize your ROI and minimize your cost per conversion is with incremental improvements over what you’ve already done. And this is very much true with PPC and Google ads too.

This is where Quality Score (QS) comes into play with your Google AdWords campaign. Quality Score is the rating system that Google uses to define the relative quality of your keywords and PPC ads. Each and every one of your ads is assigned a score between 1 and 10, with 10 being the highest. It’s not just a vanity metric either; ads with a higher Quality Score also lead to lower cost-per-click (CPC) and higher ad rank. In short, if you can improve your Quality Score with Google ads, your ads will appear higher, more often, and for less money. That sounds pretty good, right? So, how do you do it?

It’s important to point out that as important as Quality Score is, and how it represents the overall performance of your ads in ad auctions, it is not used at the actual auction time to determine your ad rank. That being said, if you can consistently improve your Quality Score with each subsequent iteration and campaign, your overall ad performance should also improve as a result. You can check your QS by adding the column in your keywords tab.

Broadly speaking, the two most influential factors that go into determining Quality Score are the click-through rate (CTR) and the user experience. There are other factors at play, but these are the biggest and they both relate to quality and relevance. There are a number of ways you can improve both.

In terms of boosting the CTR on your ad:

And for improving the user experience:

Are you ready to put these tips into action? A great place to start is with the search offers right here on Aragon Advertising. With higher quality ads, you’ll improve your performance across the board, from clicks to conversions to dollars in your back pocket.

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