This is the very first post on the new blog since we migrated and updated the site. And today’s topic covers Google’s quality score and how to improve it.
Ok, so you want to improve your quality score? And you are also wondering why yours is so low?
Firstly let us understand what quality score is.
When you embark on a Google AdWords campaign used for paid advertising on Google (PPC), you will have to upload your keywords, and create ads.
Google gives your keywords a quality score from 1 – 10 based on relevancy and a number of other factors, which will be explained below.
So it is effectively like quality control, but more a higher level of technicality to it. Let us now take a look at the main factors taken into consideration when a quality score is given.
In no particular order
1. Keyword relevance – based on the keywords you have set to trigger your ads, how relevant are they to what the searcher is actually looking for. Of course if you are using an ‘exact match’ term, you will not have to worry about this. But the majority of people will use the ‘broad match’ setting, which allows your ad to be shown when any combination of your keyword is typed (eg: if I was bidding on the broad matched term green tea bags – my ad could appear for the search terms: tea bags, green bags, green tea, etc.). Yes you get more exposure, but at times the relevance completely goes out of the window. So keep that in mind.
2. Ad relevance – this is crucial, how relevant is the text/image in your ad to what the searcher actually typed in Google? This can be determined my your click through rate or CTR, the higher it is, the better and more relevant your ad is .If it is not that relevant, then of course your quality score will be negatively affected. One way to overcome this is to show the exact same keyword as was searched, in your ad title and/or body. This can be done using dynamic keyword insertion. But use with caution, if you are using broad match terms then it is likely that your ad will contain the terms that the user actually searched, even if there was a spelling error.
3. Home /Landing page relevance – another factor that greatly influences quality score is how relevant your home page or landing page is to the searcher based on the keywords he/she typed in to Google. The way to make your page as relevant as possible is to have that particular keyword appear on your page between at least a few times. Of course this can be difficult if you have a long list of keywords, so it needs to be done tactfully. Another aspect that affects quality score is the landing page load time. I tis essential that your landing page loads fast. Simple.
Another thing that always helps (but is not a major factor) is the domain name relevance. So if you have a site selling green tea, it could help if your domain name had the keyword ‘green tea’ in it.
Based on the above tips, you should be able to get your quality score to a respectable range of 7-10. Any keyword with a quality score below 5 needs to be improved.
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