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Things You Need to Know About Keyword Quality Score

If you want to manage your Google Ads Search Campaigns as a true professional, you need to understand the importance of the Quality Score of your keywords. First of all you have to know what quality score is and why it’s important.

What Is Quality Score?

Quality Score is one of the most important metrics for Google Ads Search Campaigns and Keywords and this is a key indicator of your keywords quality. Your keywords quality score can be only between 1 and 10. 

There are three components are affected for quality score:

  1. Ad Relevance
  2. Expected CTR (Click-Through Rate)
  3. Landing Page Experience

You can see these elements on keyword level and Google Ads can gives three different status:

  • Above Average
  • Average
  • Below Average

If you improve these three components, then you have made your keyword quality score high.

Why Quality Score Is Important

Quality Score has a big effect on Ad Rank. If your Quality Score is high then your Ad Rank is high too. At the same time this is a big change to save your ad cost of Google Ads Search Campaigns. 

By the way, if your keywords quality score is higher than your competitors, you can get impressions at the top of the page at a lower cost than your competitors.

Just think about this, you search “running shoes” on Google then you see an ad which has a headline containing “Running Shoes”. After this you clicked that ad and saw many running shoes at the landing page. Obviously you are so close to buying running shoes. You are happy because you found what you searched for, and the advertisers are happy because they found a new customer and reached their goal. 

How You Can Improve Quality Score?

To improve quality score you can focus on three components; Ad Relevance, Expected CTR and Landing Page Experience. Let’s find out how we can improve them.

Ad Relevance

Ad Relevance is about how your ad is relevant to keywords which you are targeting. If you’re targeting “running shoes”, you have to use this keyword on your ad’s headline & description. 

If you have most of one keyword (eg: “running shoes”, “running shoes black”)  in one ad group you can use Keyword Insertion. 

Keyword Insertion is a perfect way to show your keywords on your ad texts automatically. Which keyword triggered when a user makes a search, this keyword will automatically appear in your ad text. To use Keyword insertion, you have to assign a default ad text. 

Example: {KeyWord:default_text

You can use keyword insertion with three different case of text:

  1. {KeyWord:Running Shoes} Your keywords will appear title case like “Running Shoes Black”
  2. {Keyword:Running Shoes} Your keywords will appear sentence case like “Running shoes black”
  3. {keyword:Running Shoes} Your keywords will appear lower case like “running shoes black”

Expected CTR

Expected CTR is the chance that an ad will be clicked when shown when. You can see this metric by keywords and you can analyze which keyword has more chances to click.

3 Ways to Improve Expected CTR

  1. Edit your ad texts to your keywords purpose and your target audiences.
  2. Add CTA (Call to Action) on your Ad Text like Shop Now, Order Now, Sign Up, Learn More.
  3. Increase your budget and/or bidding.

Landing Page Experience

This metric is about how relevant your landing page is to your keywords and how useful.

  • Direct people what they are searching for. If someone searches for “white shoes” and clicks your ad the landing page they go to should contain a list of your “white shoes” inventory.
  • Improve your website loading speed. Today’s world most people want to solve their problems quickly. If someone tries to visit your website but the page loads slowly, probably the user will exit your website before your page loads. To analyze your website speed you can use Google’s PageSpeed Insight tool.
  • Make your website mobile friendly. The use of mobile platforms has reached a significant level over time and continues to increase day by day. To see how well you landing page works on mobile devices you can use Google’s Mobile-Friendly Test tool.
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