What is Quality Score in Google Ads?
Do you know what the optimization score is in Google Ads?
In this article from the Google Search Ads training series, we want to talk about Quality Score, which directly affects the cost and ranking of your ad. Knowing the right quality score in Google search can guarantee your success, and not understanding it properly, you will fail!
What is the quality of Google ads?
In one word, Google Ads gives your ad a quality score from 1 to 10 and uses this criterion in ranking your ad. The higher the score, the happier you will be! This means that in addition to reducing your costs, Google will put your ad higher and rank higher.
The quality of your work is more important to Google than the cost you pay.
Take a look at the fact that if the quality of your work is higher, Google will appreciate and thank you. Because you have satisfied users and Google, thanks to your efforts, is willing to put your ad in a higher rank at a lower cost. I repeat that this is a 3-win game! Customer, advertiser, and Google are all three winners of this game!
Of course, there is the opposite. This means that you may get a low score and Google will not be willing to show your ad and if it wants to show it, it will cost you a lot!
As you can see in the chart below, the higher your score, the lower your advertising cost (significantly).
But to know how this score, which is so important and effective, is measured and what the criteria are, read the rest of this article.
How to measure the quality of ads on google
Well, so far we have learned that the quality of advertising is very important in our advertising rankings and costs. Now let’s take a closer look and see what Google Ads rates exactly. Does the natural position of the site (SEO) affect this score? (Let me answer you right now: No, not at all).
In general, Google considers 3 different criteria for rating your ad, which is:
- Click rate
- The relevance of the ad
- The user experience of landing page
In the following, we will thoroughly examine each criterion.
Expected Clickthrough Rate
Google Ads click-through rate (CTR) is the ratio of the number of inputs of your ad to the number of impressions. In other words, click-through rate means that out of the number of users who have seen your ad, how many have clicked on it.
For example, a click-through rate of 10% means that out of 100 people who saw your ad, only 10 people clicked on it and entered your site. Now, the higher your click-through rate, the more points Google gives you on this index. Why?
The reason is quite clear. Suppose you are looking to buy a hands-free yourself. Do a Google search for “handsfree online shopping”. Some ad text will be displayed to you. Which do you choose? Your choice is probably an ad that has at least the following features:
- Be attractive; It means attracting your attention and motivating you to click on it.
- Be relevant; This means whether this site has the product you want or not.
- Be transparent; That is, it is clear what the seller is looking for and what services he has.
Now, the higher your ad click rate, the higher Google will rank your ad. The reason is simple: a higher click-through rate means your ad text is better than your competitors’ ads, and more users like it.
Personally, if I see an ad that has more interesting literature and I am sure that it meets my needs, I will definitely click on it. Keep in mind that when Google sees an ad displayed a lot of times but very few users click on it, it concludes that the ad is probably not of good quality and can not attract users. So it’s a small bonus for this ad.
You can see in your user panel (if you have access to it) exactly what Google has given you on the click-through rate index for each keyword. Your score will be one of the following:
- Above average
- On average
- Below average
A status above-average indicates that your click-through rate is in good condition and users are satisfied with your ad text. The situation is not very bad on average, but there is room for improvement.
But if your click-through rate is below average, it means you have a problem and your ad click-through rate is critical! So you need to work fast to increase your click-through rate. In the Ad Optimization chapter, I have explained all the things you need to do to get a higher score.
Let’s say you want to buy an Apple phone from an online store (not really!). Well, you probably go to Google and search for “buy an Apple phone”.
You will see several different ads. What happens if the text of one of the sites reads: “Online sales of Samsung phones” ?! Do you click on this ad? No! It is very unlikely. Because you are not looking for a Samsung phone. In other words, there is no proper connection between what you are looking for and the ad text you are viewing. So Google is suddenly attacking the advertiser, what is this, sir/madam? Why is what the user wants different from what they see in the ad text? Now that this is the case, I’ll give you a little credit for your ad!
But the problem does not end here! Once again, let’s say you search for “buy an Apple phone”, and the ad text you see also says “special Apple phone sale”. That is, the advertiser is telling you that he is selling an Apple phone on his site.
So far so good. But when you click on the ad, you enter the Samsung products page! Here again, Google, like Batman, lands on the advertiser. What is this, sir/madam? Why redirect the user to a page that has nothing to do with it? Now that this is the case, I give you a few points!
What do we conclude from the above stories? That our ad and site should be relevant to the user’s needs. In other words, the relevance of the ad occurs in two stages. The first is that the text of your ad is relevant to the phrase that the user is searching for, and the second is that the user is redirected to a relevant page of your site. In a word, show the user what he wants.
Therefore, you get a good score in terms of the relevancy of the ad: the word searched by the user is related to the ad text, and the ad text is related to the page to which we send the user. A user searching for an Apple phone will see in the ad text that you are selling an Apple phone, and when it clicks on your ad, it will go to the page where your Apple phone is located.
This means creating a very good and logical communication path from the beginning of the user’s search to entering the site. So you have to try to create this path correctly to get a higher score from Google.
This criterion is known as the previous criterion with three points, which are:
- Above average
- On average
- Below average
Above average, your ad is relevant to users (and Google) and seeks to meet the needs of users in the best possible way. Average status means you have to work a little harder to make your ad more relevant.
But below average is worrying. Make sure you use the right keywords in your ad text. Also, try to redirect the user to a related page of your site. Obviously, a user looking for an Apple phone will be disappointed if they enter your Samsung product page and are unlikely to buy anything from you.
Looking for a lucrative job online?
Landing Page experience
It must have happened to you that you leave a site immediately after entering it. Why? Because you probably did not like that site or the site could not gain your trust.
Maybe the site did not have attractive content or the speed of the site was so low that you regretted it! All of this means the user experience of the landing page (meaning the landing page is the page of your site that the user is directed to after clicking on the ad).
Now, what is the problem we have? That is, Google Detective can detect whether a user is satisfied with your site or not! How? Google can easily determine how long a user is on the site. And if he sees that users immediately run away from it after clicking on the ad and entering your site, and returns to Google results, he concludes that your site is probably not a good site.
Also, make sure your site is displayed well on mobile. The fact is that most of the people who enter your site through Google Ads are mobile users. Therefore, satisfying mobile users is very important for Google, and your site needs to have a good display on mobile devices and be so-called Responsive.
Google Ads does all this to make sure your site is of good quality and can satisfy users.
Like the previous two indicators, this indicator is known by three conditions:
- Above average
- On average
- Below average
A score above the average means that your site has no problem and users are satisfied that they have entered your site. An average score means you should increase the quality of your site.
But if your score is below average, you need to get started and improve your landing page. In this regard, we will introduce you to solutions in the field of ad optimization.
Avoid using pop-ups as much as possible. Because it may reduce user satisfaction and leave your site immediately.
In general, in order to have a good landing page from the point of view of users (and Google), you should observe at least the following points in the image:
A very important point to keep in mind is that the better your site is and the user is satisfied with its quality, the higher your sales will eventually be. Obviously, sites that are not attractive and do not have the right speed will have less chance of selling.
Our approach in Google Ads and in any other advertising method is not just to increase revenue. More importantly, how many inputs will become your end customer. Therefore, having a good quality site, in addition to getting higher scores and reducing costs, will also change your sales.
Ways to Increase and Enhance Quality Score
In Google Ads, The best-performing ads are usually the ones that people pay more attention to and that are most useful to them. Think about how you search and spin on the internet, you definitely want to look for things that are closer to your needs and interests and help you take care of your problems! Assuming you’re looking for creamy sweets, you’ll probably skip the ads for dry sweets. If you know what your customers are looking for, focus on making your activities, keywords, ads, and landing page more relevant and interesting to them, so your audience is more likely to click on your ads.
The following tips will help you increase your Google Ads quality score and help you attract more customers and make your ads more popular.
1. Create special advertising groups
The first way to improve the quality of Google Ads is that each ad group in your company should focus exclusively on one product or service to make your ads more relevant to customers. Your confectionery-loving customer is more likely to click on a confectionery ad than a public food ad. In fact, the usefulness of your ads will increase their quality, and being special is one of the ways your ads are useful. For example, if your cake and pastry shop sells different types of sweets, consider creating a separate ad group for each type of pastry,
2-Careful select the keywords
Choose specific keywords that are directly related to the specific topic of your ad group and landing page. It is often more effective to use keywords that have two or three words instead of just one word. For example, if you sell different packages of sweets, some of the keywords that you can consider are sweets gift boxes or sweets gift trays. General keywords like “sweet” or “gift” may not be effective because they are so general.
Want to think more about keywords? Use Keyword Planner because it helps you find more keywords and become more specialized.
3. Include keywords in the ad text
Enter your keywords in the ad text, especially in the title of your ad to show people that your ad is directly related to their search. When people see their search terms in the text of your ad, they realize that your ad is probably related to what they are searching for. If you want to sell a candy gift box and your keyword has the phrase “candy gift box”, the ad text should also include “candy gift box”.
4. Create simple but attractive ads
What differences make your product or service stand out from the competition? Try to make these differences appear more prominent and important in your ad.
- Do you have free delivery for customers?
- Do you sell special items?
Make sure you describe each unique feature and service you have and provide it to your customers.
5. Use Call-To-Action
Your ad text should have a strong call to action. The call to action encourages users to click on your ads and helps them understand what they can do after reaching the Landing Page. Here are some examples of call-to-action words: buy, sell, order, search, find, sign up, try, offer. These guidelines will easily guide the customer to the next step in the purchase and can improve the quality score of your Google ads.
6. Test all types of ads
To improve the quality of Google Ads, try different suggestions and action phrases to find out what is most effective for your advertising purposes. The Google Ads system automatically rotates ads into an ad group, and most of the time it displays ads with better performance. Over time, you may find that some types of ads perform better than others, and your ad text is more effective.
7. Regular review of company performance
Test your activities regularly and modify them to get the results you want. Examine the performance of your ad to help you discover the best ways to achieve your goals. Over time, as you look at your ads, you will notice changes in click-through rate or purchase volume. For example, if you find that customers do not respond to a specific action call in your ad text, delete that ad and try something else.
As you can see, the quality of Google Ads is primarily a measure of the usefulness and usefulness of advertising. Improving Quality Score, which actually puts your advertising activities into groups of keywords that are small, organized, and completely comprehensive. Also, better keyword research and organization will naturally improve the quality and features of your website ads and content, and allow you to target specific customers who are looking for your products.
Benefits of Improving Google Ads Quality Score
By analyzing thousands of PPC accounts, we know that quality score is directly related to your success in Google Ads and Bing Ads. By optimizing your Quality Scores, you provide a better ROI / return on investment. The higher these scores, the lower your CPC or Cost Per Conversion. Note that cost per conversion is different from cost per click
In fact, cost per conversion is not the cost you pay per click, but the cost you pay to your advertising company for when someone sees your ad and decides to get a free test of your ad or buy your product. Since not every click leads to a product purchase or free trial, the cost per conversion is generally higher than the cost per click. Fortunately, good and high-quality scores reduce both cost per conversion and cost per click.
In general, the higher your Google Ads and Bing Ads quality score, the lower your cost per conversion. Remember that a high-quality score is a method from Google that shows you that your click-through advertising (PPC ad) has been able to well meet the demand and needs of your customers. When you can better meet the potential needs of customers, Google will charge you less for your click-through advertising. Since the Quality Score in Google Ads determines where and how often your ads are displayed, it is important to work continuously on the account. Raise your rank yourself.
The image below shows that for example, if your quality score is 4, your CPC or Cost-Per-Click will increase by 25%, but if your score is 10, your CPC will decrease by 50%.
How to find what our quality score is?
We are familiar with the factors that affect the Quality Score, now we want to find out which factor (s) had the most impact on your score and what score did you get?
You can check your quality score by viewing the Keywords table in the Ads section. To do this, click on the Campaigns tab at the top of the Ads menu, then go to keywords. After entering this section, click on the white speech bubble or white box next to the status of each keyboard to see the details of your Quality Score.
You can also see the click-through rate of your ad, the use, and usefulness of Landing Page ads and hits. If for any reason the previous method was not successful, the second way to check your quality score is to enable the Quality Score column in the Ads section. First, select the Campaigns tab in Ads and then go to the keywords section. Once logged in, make sure the Quality Score column is visible. To do this, click on the column drop-down menu in the toolbar and select modify columns. There you can add features like Quality Score and save. When you add a new column, your table should look like this: Your quality score for each activity and keyword will now appear in the column you just added. This section not only shows you the current quality score but can also provide you with old and previous data. This is also useful for tracking the impact of changes in your quality score.
Low-quality Google Ads scores are basically the result of a lack of relevance between keywords, ad groups, ad text, and landing page content. When an account in Google Ads contains keywords organized in the appropriate keyword groups, the ad text is relevant to specific ad groups, and the landing pages are associated with the ad text offer, a high-quality score is naturally obtained. Although there is no easy and perfect answer to improve your quality rating formula, paying close attention to the practicality and usefulness of your ads can greatly improve your scores.
In Google ads, the effect of Quality Score on costs can not be ignored. If you are looking for advertising at a reasonable cost, be sure to check the items mentioned in this article as carefully as possible and do it carefully. By improving the quality score, the cost per click will be significantly reduced, which will make your site a winner in competition with other competitors and you will gain better positions by spending the same or fewer costs.
Now it’s time to start Google ads. But before that, we need to prepare for this. Preliminaries that will have a great impact on improving the result of our advertising. In the following, we will show you how to prepare your site in the best way for receiving entries!